It’s no secret that the Baby Boomer generation is getting older. As an economically powerful demographic, the Boomers command the attention of researchers, manufacturers, and marketers. As this large consumer group continues to face the prospect of aging, various industries have focused much effort on selling anti-aging products. The U.S. market for anti-aging products is over $80 billion annually. Included in that category are a broad array of products and services, ranging from medicines to diet plans to vitamins to surgery. The anti-aging market even has its own professional association: the American Academy of Anti-Aging Medicine.
A quick glance at some of the anti-aging advertisements reveals that these anti-aging solutions are designed to make people look younger, rather than to live longer. One particular trend is the upswing in cosmetic surgery among the elderly. Another is the sale of diet plans and hormones to help restore youth. Of course, Botox has entered the general public’s vocabulary in recent years.
Unfortunately, along with the rush to satisfy the Boomer set’s demand for new products, a number of unhealthy trends have arrived. Many popular supplements have not received approval from the FDA. Many surgical procedures carry extra risk for seniors. With such an emphasis on reversing the physically apparent effects of aging, overall bodily health may be overlooked.
Self-image is a crucial part of how one interacts with the world at all stages of life, and especially so during the aging process. But Boomers and those seeking to satisfy their market demands might want to keep in mind that there are other parts of the mind and body to tend to during the aging process. Healthy aging is a holistic experience: emphasizing only the outward physical effects of aging ignores the emotional, spiritual, and internal physical aspects of overall health. Everyone needs to keep all of them in mind!
Marla Levie, BSW, MA, President and Founder of Focus on Aging, has successfully been providing marketing consulting, social media and recruiting services to the elder care market and to other service-related professions in the Chicago area for over 20 years. Use the contact tab to email Marla for additional information about her services.