Being scared of aging and dying is not a new concept, but here are some statistics that will surprise many people:
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- People who fear death the most are in their 20s
- People who think about aging most are in their 30s
- People who worry least about aging are in their 70s
These are the results from a massive global research project called “Truth About Age,” conducted by the McCann Worldgroup and recently presented at an event in Manhattan. The study offers a fascinating look at attitudes about aging in each decade from our 20s to our 70s.
It’s a big eye opener for those who hold stereotypical views of age, which would be the vast majority of just about everyone on the planet, except for those of us who know differently because we’re living lives that defy those stereotypes.
The big aha in the research is that people under 40, worry about age the most. There are many ways marketers can use this research to rethink their advertising, including presenting aging in a positive way.
Celebrating Older Women with Positive Images and Messages
The McCann research presentation was terrific, but the highlight of the event for me was a panel discussion with Samantha Barry, editor Glamour Magazine; Marta Kauffman, co-creator of Grace and Frankie; and the ever-impressive Jane Pauley. The conversation centered around how presenting older women with positive images in TV and the media can change the perceptions of what it really means to age to people under 40.
If we were giving out awards, Grace and Frankie gets the top award for changing aging stereotypes, while also being truthful about aging.
Hopefully, those positive images and messages and real-life truths will start to seep into the culture so those under the age of 40 can stop being fearful of growing older and instead want to be just like us when they grow up!
Originally published in The Three Tomatoes.
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Cheryl Benton is a co-founder of The Three Tomatoes and author of the novel, Can You See Us Now? Both the site and the novel focus on issues of invisibility in women over 50.
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