{"id":62657,"date":"2024-12-12T12:54:39","date_gmt":"2024-12-12T12:54:39","guid":{"rendered":"https:\/\/grayling.com\/?p=62657"},"modified":"2024-12-12T13:15:49","modified_gmt":"2024-12-12T13:15:49","slug":"five-takeouts-from-grayling-health-event-ageing-a-complicated-business","status":"publish","type":"post","link":"https:\/\/grayling.com\/pl\/news-and-views\/five-takeouts-from-grayling-health-event-ageing-a-complicated-business\/","title":{"rendered":"Five takeouts from Grayling Health event \u2018Ageing: A Complicated Business\u2019"},"content":{"rendered":"

\u201cDon\u2019t ignore those at the height of their economic power\u201d and \u201cLive more like a tortoise.\u201d<\/em><\/strong><\/p>\n

 <\/p>\n

The topic of ageing and ageism dominates headlines every week. From health stories warning that an ageing population will \u2018cripple\u2019 the NHS, to scrutiny around celebrities\u2019 appearances \u2013 often either \u2018letting themselves go\u2019 or \u2018going too far\u2019 in a bid to look younger \u2013 and even terrible behaviour being blamed on \u2018middle class women of a certain age\u2019. The extreme language around ageing is always filled with hyperbole and shock.<\/p>\n

To get under the skin of this complex topic that we\u2019re all obsessed with, Grayling Health Director Bethany Pearson hosted a compelling panel discussion with expert voices from media, brands and health space including: Lucie Cave<\/a>, Chief Creative Officer at Bauer Media; media medic and NHS Doctor Dr. Tara \u00a0aka The Medic Mummy<\/a>; Rebecca Hutson<\/a>, Editor-in-Chief of Gen Z news platform The News Movement<\/a>; and Lindsey Kane<\/a>, Co-CEO and Founder of JOLT<\/a>.<\/p>\n

Together, they delved into the societal perceptions of ageing and explored the responsibility that brands and media have in shaping attitudes around it. \u00a0Here\u2019s what emerged from the conversation:<\/p>\n

Youthful beauty ideals remain <\/strong><\/h5>\n

The discussion kicked off by exploring the media landscape, and how elements have evolved over the years and others remain unchanged \u2013 albeit, slightly repackaged.<\/p>\n

So, what hasn\u2019t changed? Age continues to be a defining feature in the way women are portrayed, with publications still forced to place a woman\u2019s age next to their name. This small detail shapes perceptions (often inaccurate ones) before a story is even read.<\/p>\n

Another is language. Rebecca explained that terminology has shifted slightly from aggressive terms such as \u2018combatting ageing\u2019 to gentler phrases describing \u2018Baby Botox\u2019 and \u2018Pilates Arms\u2019, however these are still defined as ideals which ultimately reinforce negative societal pressures around getting older.<\/p>\n

What has <\/em>changed? The speed and volume of content. Rebecca pointed out that a few years ago we would consume content at a much slower pace. Now, it\u2019s 24\/7 \u2013 from push notifications blowing up phones to negative algorithms that either uplift or overwhelm. Lindsey talked through how she curates a more positive space across social media: \u201cIf something doesn\u2019t serve me, I unfollow. It\u2019s about curating a positive media diet.\u201d<\/em><\/p>\n

While the language may have shifted, the pressure to conform to unrealistic beauty standards remains. Both media and brands need to consider how they are portraying ageing \u2013 stepping away from presenting unattainable image goals – to create a positive change, helping people feel more confident in their own skin.<\/p>\n

Embracing the economic power of getting older<\/strong><\/h5>\n

Overall, the panel felt that there has been a positive shift in the way that brands are embracing ageing. Now, many are stepping away from the concept of reversing ageing and instead focusing on embracing the journey.<\/p>\n

Lucie outlined how this is being brought to life in the media with Grazia being one of the titles that is leading the way with its new standalone beauty magazine which celebrates slow ageing.<\/p>\n

Panelist Lindsey emphasised the need to embrace life at every age, rejecting societal restrictions and championing a holistic \u201cinside-out\u201d approach to wellness \u2013 something her brand JOLT is passionate about.<\/p>\n

Even though we are seeing more realistic portrayals of ageing by brands and in the media, there is undoubtably more work to be done. Lucie Cave shared the insight that \u201cJust 5% of advertising is targeted at women over 50, when in fact they will have far more disposable income than younger generations. Brands need to shift their targeting and be more inclusive\u201d <\/em>with Rebecca adding \u201cWomen in midlife shouldn\u2019t be ignored\u2014they\u2019re at the height of their economic power.\u201d<\/em><\/p>\n

Treat your health like a pension <\/strong><\/h5>\n

When it comes to looking after your health as you get older, Lindsey shared some powerful advice on the importance of treating your health like a pension. The small decisions you make now\u2014such as building muscle, staying active and eating well\u2014 will pay off in later life.<\/p>\n

Dr Tara illustrated the impact that seemingly small things can have on our health as we get older. As an expert in frailty, she shared that a fall at 65 can lead to a hip fracture, hospitalisation and even weeks of rehab. She stressed that staying active isn\u2019t just about looking good; it\u2019s about preserving independence. Echoing Lindsey, she encourages people to take their health seriously at a younger age, because although we\u2019re all living longer, the reality is that many of these years may be in ill health unless we make healthy choices throughout our lives.<\/p>\n

Lindsey summarised this important takeaway with an unforgettable analogy: \u201cTortoises live healthily for a long time and then only get ill in their final weeks. We need to live more like tortoises and look after our health!\u201d<\/em><\/p>\n

The impact on younger generations<\/strong><\/h5>\n

The discussion then honed into an important topic \u2013 what imprint will today\u2019s ageism have on the younger generation.<\/p>\n

As the editor of the leading Gen Z digital news platform, The News Movement, Rebecca shared that in her experience Gen Z find the topic both fascinating and grotesque, with a growing counter-narrative challenging traditional beauty standards.<\/p>\n

Rebecca pointed out the irony that \u201cGen Z think it\u2019s tragic that we\u2019re spending money on anti-ageing procedures and yet one of their most popular searches on TikTok is anti-ageing.\u201d<\/em><\/p>\n

This tension reflects the influence of generations \u2013 many of us are shaped by our parents\u2019 views on dieting and beauty and are worrying what will today\u2019s anti-ageing obsession have on future generations, especially when millions are spent on anti-ageing skincare each year by children.<\/p>\n

Celebrate ageing <\/strong><\/h5>\n

Ageing is inevitable, but how we approach it can transform the experience. What\u2019s the value of living to 150 years if our vitality stops at 50?<\/p>\n

Our panel explored the importance of embracing life at every stage and being present throughout.<\/p>\n

Lucie ended with a thought-provoking perspective: look to cultures that do it well.<\/p>\n

Dr Tara used the example of Japan, where the population is one of the oldest in the world, and ageing is celebrated. The media portrays it positively with associations of wisdom and intelligence. A contrast to the UK, where narratives often centre on the negatives such as memory loss and decline and assume people are \u2018past it\u2019.<\/p>\n

The panellists concluded with a united call for brands and media alike to work harder to feature realistic portrayals of ageing. They all agreed that we should draw inspiration from Japan, where the achievements of getting older are celebrated. If we marginalise people as they age, how can we expect them to invest seriously in their future health? It will be a long process but to quell younger generations\u2019 fears of getting older, we need to present an aspirational view of ageing through the mediums of brands and media.<\/p>\n

For more information on our event or <\/em><\/strong>Grayling Health<\/em><\/strong><\/a>, please contact Bethany Pearson on <\/em><\/strong>Bethany.pearson@grayling.com<\/em><\/strong><\/a>.<\/em><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"\u201cDon\u2019t ignore those at the height of their economic power\u201d and \u201cLive more like a tortoise.\u201d   The topic of ageing and ageism dominates headlines every week. From health stories warning that an ageing population will \u2018cripple\u2019 the NHS, to scrutiny around celebrities\u2019 appearances \u2013 often either \u2018letting themselves go\u2019 or \u2018going too far\u2019 in…","protected":false},"author":91,"featured_media":62662,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[673],"tags":[142],"class_list":["post-62657","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-views-blogs","tag-healthcare"],"acf":[],"yoast_head":"\nFive takeouts from Grayling Health event \u2018Ageing: A Complicated Business\u2019 - Grayling<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/grayling.com\/pl\/news-and-views\/five-takeouts-from-grayling-health-event-ageing-a-complicated-business\/\" \/>\n<meta property=\"og:locale\" content=\"pl_PL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Five takeouts from Grayling Health event \u2018Ageing: A Complicated Business\u2019 - Grayling\" \/>\n<meta property=\"og:description\" content=\"\u201cDon\u2019t ignore those at the height of their economic power\u201d and \u201cLive more like a tortoise.\u201d   The topic of ageing and ageism dominates headlines every week. 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