By: Quang Nguyen
Life Course Scholar
As we look at magazine stands, on television, and even on the shelves of pharmacies, it is obvious American society is obsessed with youth and appearance. Despite the fact that very often the older generation ignores the voices of the younger generation, it is their energy and appearance that older adults value and long for1.
This week, the Life Course Scholars dove into the issue of cultural ageism through a discussion on Selling the Fountain of Youth: How the Anti-Aging Industry Made a Disease Out of Getting Old and Made Billions by Arlene Weintraub. In this book, Weintraub discusses the development of an anti-aging industry that continues to grow, exponentially expanding in size, influence, and profit. Selling the Fountain of Youth tells the story of two relatively young men who in a desperate attempt to address their own insecurities about aging and changing in appearance created an unbelievably marketable industry that has forever impacted the public perception of aging. The anti-aging industry has created a narrative that aging is a medical disease that requires treatment. Weintraub seeks out to poke holes in the arguments posed by this industry. Throughout the book, the author demonstrates the plentiful pseudoscience and faulty tactics anti-aging companies use to sell their product.
In reflection of this book, the LCSers agreed that this twisted image of aging continues to perpetuate a society that stigmatizes the older population, where only the young--or those who appear so--retain “beauty,” social and political power, and wealth. The anti-aging industry only acts in their own best interest. Their only goal is to make money, and they have no reverence for the dignity of humanity. This industry has in fact dehumanized and denormalized the process of aging, which naturally occurs to everyone. Many people have negative stereotypes of aging. This model of developing a movement against aging preys on consumers who have serious fears of getting old. All in all, the LCSers agreed that this book shed a light on the power and influence of aggressive marketing. There is a lot of power in frame a product and a belief in a certain way that captures the attention of the public majority. In a discussion on possible tactics to combat the use of “alternative facts” in marketing and promoting safe consumption of products, the LCSers proposed several methods such as the use of the same marketing techniques to sell anti-aging products in order to educate the public and the movement to change current required procedures for scientific translation in published research.
Society has much to do if these perspectives on aging will ever change. Stigma and set schemas on cultural beliefs are incredibly difficult to counteract because, for the most part, these opinions are implicit biases that often don’t reach the conscious level of daily decision making.
[1] Quote from Dr. Leslie Lewis during the book discussion.
Life Course Scholar
As we look at magazine stands, on television, and even on the shelves of pharmacies, it is obvious American society is obsessed with youth and appearance. Despite the fact that very often the older generation ignores the voices of the younger generation, it is their energy and appearance that older adults value and long for1.
This week, the Life Course Scholars dove into the issue of cultural ageism through a discussion on Selling the Fountain of Youth: How the Anti-Aging Industry Made a Disease Out of Getting Old and Made Billions by Arlene Weintraub. In this book, Weintraub discusses the development of an anti-aging industry that continues to grow, exponentially expanding in size, influence, and profit. Selling the Fountain of Youth tells the story of two relatively young men who in a desperate attempt to address their own insecurities about aging and changing in appearance created an unbelievably marketable industry that has forever impacted the public perception of aging. The anti-aging industry has created a narrative that aging is a medical disease that requires treatment. Weintraub seeks out to poke holes in the arguments posed by this industry. Throughout the book, the author demonstrates the plentiful pseudoscience and faulty tactics anti-aging companies use to sell their product.
In reflection of this book, the LCSers agreed that this twisted image of aging continues to perpetuate a society that stigmatizes the older population, where only the young--or those who appear so--retain “beauty,” social and political power, and wealth. The anti-aging industry only acts in their own best interest. Their only goal is to make money, and they have no reverence for the dignity of humanity. This industry has in fact dehumanized and denormalized the process of aging, which naturally occurs to everyone. Many people have negative stereotypes of aging. This model of developing a movement against aging preys on consumers who have serious fears of getting old. All in all, the LCSers agreed that this book shed a light on the power and influence of aggressive marketing. There is a lot of power in frame a product and a belief in a certain way that captures the attention of the public majority. In a discussion on possible tactics to combat the use of “alternative facts” in marketing and promoting safe consumption of products, the LCSers proposed several methods such as the use of the same marketing techniques to sell anti-aging products in order to educate the public and the movement to change current required procedures for scientific translation in published research.
Society has much to do if these perspectives on aging will ever change. Stigma and set schemas on cultural beliefs are incredibly difficult to counteract because, for the most part, these opinions are implicit biases that often don’t reach the conscious level of daily decision making.
[1] Quote from Dr. Leslie Lewis during the book discussion.