Aging in the U.S. is such an interesting and multifaceted topic of discussion. On the one hand, we
have a culture that avoids death and dying until it smacks us in the face, like Betty White’s recent
passing weeks before her 100th birthday. On the other hand, we are inundated with
advertisements and entertainment seemingly targeted at a youthful population. As Americans
have practically doubled the life expectancy since the early 1900s in addition to having more
children surviving childhood, we now have more adults reaching ages that would have been the
exception, not the rule, in decades past (Katz, 2021). One may wonder why our society continues
to be uncomfortable with death while pushing a youthful narrative. I have wondered this quite a
bit.
My 87-year-old grandfather is quite prideful of his “youth.” He continues to farm, albeit a smaller
portion of his property and now at a pace that suits him, he drives, and he lives on his own out in
rural northwestern Ohio, about half a mile away from his nearest neighbours. He considers his
health an immense point of pride, remains fiercely independent, and seems to enjoy his vantage
point in comparison to his peers, whose numbers grow smaller each year. However, he refuses to
discuss plans, wishes, or directives regarding failing health or his ultimate passing. This has been a
point of contention between himself and his children, who will eventually be tasked with settling
his final affairs. Of the small titbits of information that have been shared by him, we are all aware
that he wishes to remain alive, no matter the cost, no matter the condition. It seems logical,
therefore, that he, like many others, may have a fear of the unknown and a natural urge for
survival (Deretić & Smith, 2021).
Likewise, here in Columbus, Georgia, there is a lot of talk about liposuction, face lifts, breast
augmentation, and so on. Botox seems to be everywhere, including hair salons. I am not
personally looking into these services, but the interest is certainly present and apparent. According
to a report by Research and Markets (Professional Services Close-Up, 2021), the global market for
anti-aging products, services, and offerings was $194.4 billion back in 2020 and is estimated to
more than double in size by 2030 to $422.8 billion. This growth is estimated to be attributed to
increased awareness of anti-aging products available on the market, medical tourism, disposable
income, and cosmetics surgeries available. Meanwhile, one of every five Americans in 2030 will be
aged 65 or older and the median age of the U.S. population is expected to grow from 38 to 43 by
2060 (Census.gov, 2021), creating a larger target demographic for anti-aging services. These
services are advertised and focused on because they are part of an enormous industry that
happens to be thriving. I see the value in these services for those who may desire them, but for
the time being, I prefer to age naturally.
Major medical advancements in treatments that extend life, coupled with the unparalleled growth
of our aging population, result in great challenges and opportunities for changing the culture of
dying in America. Presently, more older adults are alive than at any other time in our society’s
history. The continued growth of the elderly population, along with their increasing need for
health care as death approaches, presents one of the largest public health challenges in history
The question arises, then, as to why our society continues to focus on youth and beauty, as
opposed to giving more attention to how we address aging, disease, and death. Continuous
improvements in medical technology fuel the temptation to ignore these issues that can be
difficult and painful to think about and address. Additionally, the possibility for technological
rescue from death supports denial and creates a defiant attitude about death and dying
(Whittington, 2011). As we discussed in class last week, vast improvements in medical treatments
and technology have created “blind faith” in medical care, with many patients believing there is a
pill, treatment, or surgery that can fix almost any issue they encounter. Additionally, these
enhancements in medical technology can obscure humanistic compassion for people who are
dying and those who love them.
Furthermore, modern western society has become obsessed with achievement, youth, and beauty,
which are perceived to be interrelated. Youth has become valued and privileged above age and
life experience, with beauty serving as the apparent new indicator of social worth. This contrasts
with cultures where age is revered, and elders are deferred to with respect. Historically,
individuals have often undergone extreme discomfort and risk to conform to culturally prescribed
modes of beauty including binding of the feet, ritual tattooing, and body scarification, so this is
not a new notion. However, the magnitude of shifting values in regards to youth and beauty has
been exponentially magnified in American culture over the course of the past 20 years. A
contributing factor to the 21st Century obsession with beauty and perfection has been the
significant development over the past two decades of the ways in which the body (particularly
female) has been presented by the mass media and portrayed in advertising, especially on social
media platforms such as Instagram, Facebook, and TikTok. The media is a significant force in
convincing women, especially, that they are inadequate unless they package and present
themselves in certain culturally sanctioned ways. This has promoted increasingly impossible
standards of beauty, which have progressively become more unrealistic and unattainable. Over the
past 20 years, an increased demand for cosmetic surgery has coincided with Americans’ evolving
attitudes regarding youth and beauty. According to the American Society of Plastic Surgeons, more
than 8.7 million people underwent cosmetic surgery in 2003, an increase of 33% from the year
before, and a massive increase of 1698% since 1992 (Honigman & Castle, 2006). Between the
increased faith in medical treatments and technology serving as saviours to help us avoid death, as
well as the monumental societal pressures to look young and beautiful that have been amplified
by social media, most of the American population’s attention has been focused on superficial
elements of youth and beauty, as opposed to facing the crisis of aging populations coupled with
increased healthcare costs.
The average life expectancy is 77.8 years and according to the World Health Organization (WHO)
the average person in the U.S. will live to be over 100 by the year 2040 (who.int). This means that
the “golden age” for people is lasting longer and thus more individuals are choosing to stay
younger for as long as possible. The fact that people are living longer and now the influence of
social media has resulted in an age where youth and beauty are exemplified in mainstream media.
In today’s world a vast majority of the population pays attention to physical appearance. Physical
appearance has been an important aspect of personal identify and how individuals’ self-perception
changes over the course of a person’s life. An aspect to understand is how socio-cultural
environment can influence perceptions of attractiveness. These influences include peers, family
members, and the media. This starts with body image and what is the ideal body-type which are
conveyed from magazines, newspapers, TV, and social media.
Social media has a significant impact on body image and why the general population (especially in
America are focused on youth and beauty. Social media sites like Instagram revolve around images
and less on written text. Instagram also encourages other users to like and comment on pictures. b
The Office for National Statistics identified that most popular use of internet for adults in social
media. Adults age 16-24 (96% social media) and 25-34 years (88%) (Walker et al, 2019). Is the
increase in social media related to more body image concerns and possible eating disorders?
There are a lot of potential ramifications for an individual who chooses to prioritize youth and
beauty.
The increased use of social media and beauty has also had an impact on the healthcare industry.
According to the American Society for Aesthetic Plastic Surgery, cosmetic procedures increased
from 17.2 percent in 2014 to 18.2 percent in 2017. These procedures are usually done to improve
appearance and form. Social media is arguably one of the biggest factors towards the “youth
movement” amongst adults.
The continued focus on youth and beauty in our society is being driven by social media and a
phenomenon referred to in the literature as “visual ageism” (Ivan et al., 2020). Digital social media
includes such platforms as Facebook, Instagram, YouTube, Snapchat, Tumblr, and Twitter (Derenne
& Beresin, 2018). Social media has been a great tool to build and maintain relationships with
friends and family; however, it also encourages unhealthy comparisons with other people’s lives
that are often fictitiously portrayed as perfect (Derenne & Beresin, 2018). In addition, most
postings on social media are done by the younger generations, which give these sites a youth bias.
Add to this a consumer media industry that takes it cues from social media, and we have
advertising that portrays a youth-oriented culture focused on materialism and beauty. Our digital-
driven society pressures the older population to conform to the young ideal, which is of high value
to the consumer industry (Derenne & Beresin, 2018).
Social media content is a powerful driver of societal behaviour and norms and influences the way
we relate to others and see ourselves (Ivan et al., 2020). Two theories have been proposed to
explain how media influences our society: social learning theory and cultivation theory (Vickers,
2007). Social learning theory states that youth tend to copy what they see and hear in the media,
especially during their early developmental years (Vickers, 2007). Cultivation theory states that
media can alter a society’s perceptions of the world and the acceptable societal norms (Vickers,
2007). Recent media trends focused on reality television, medical interventions to look younger,
and cosmetic make-over programs has placed great attention and importance on looking younger
instead of body positivity (Vickers, 2007). When we look at media today, we see older people
trying to look young, which sets unrealistic expectations for seniors to hold onto a youthful look
(Ivan et al., 2020). I hope that we will see a shift in this media paradigm to embrace the
naturalness of our age and to see the beauty in an unadulterated appearance. A very recent trend
in body positivity instead of body shaming on social media may indicate the beginning of a new
trend.
In 1960 life expectancy in the US was 67.7 years while in 2020 life expectancy was about 80 years
and continues to increase as time goes one. Advances in medical science, the improvement of
medical care and increased access to healthcare are factors that have contributed to the increase
in life expectancy in the US.
In my opinion, a contributing factor as to why the US continues to focus on youth and beauty
when the population is steadily growing older is social media. Social media is used to stay socially
connected to others is order to “ease stress, anxiety, and depression, boost self-worth, provide
comfort and joy, prevent loneliness, and even add years to your life” (helpGuide.org, Oct. 2021)
When using social media people show the best aspects of their lives and tend to hide any
hardships in their lives from the public. According to HelpGuide.Org, negative experiences that can
come out of social media include Inadequacy about your life or appearance, Self-absorption,
Depression and anxiety. Social media has contributed to attributing quality of life with aspects
such as youth and beauty. “A study surveyed 227 female college students and found that young
women who spend more time on Facebook may feel more concerned about their body because
they compare their appearance to others (especially to peers).” (Online.king.edu, Oct. 2019) The
obsession with wanting to look good has led to focus on appearance rather than general health
and a focus on youth and beauty when the population is steadily growing older.
Why do we continue, as a society, to focus on youth and beauty when our population is growing
older? Denial and fear, is my first thought. We very rarely speak of death and the art of dying
humanely as if it is taboo (Walter, 1991. If we talk about, then Death will swoop down and pick us
or our love ones up. I also believe that we, as in our society, talk about the beauty and wellness to
keep ourselves younger and healthier instead of talking about death as if we can avoid the
conversation all together. Plus, beauty and wellness are what sells in our society these days. It is
perceived as depressing when talking about getting older and dying. No one wants to die;
however, it is a part of life. The continual advancements in medical technology forces us to think
about living "forever" instead of dying in our homes peacefully as one would have done a long
time ago. The National Center of Health Statistics in 2008 reported that most people want to die
peacefully at home, however over 56% percent will end up in a nursing home and 76% of those
adults will end up dying in one. b b Death has become institutionalized (Waldrop, 2011). Our
population continues to age, which is forcing our healthcare system undergo radical changes,
which is a good thing. However, are these radical changes impacting the elderly or the youth of
America?
We continue to focus on youth and beauty when the population is steadily growing older because
of the public figures. It is now so common for the women to have work done to their bodies which
can make "regular" women feel that aging is a bad thing. This culture can be labelled superficial.
We can also look at technological revolution. "Obsession with a youthful appearance has become
commonplace in modern society and has resulted in an upswing in cosmetic procedures trying to
reverse the aging process. b Youth has become valued and privileged above age and life experience.
Beauty is the apparent new indicator of social worth. This contrasts with cultures where age is
revered and elders are deferred to with respect" (Honigman & Castle, 2006). What was once
considered enhanced is now considered beauty and normal. Also, health is wealth is becoming a
normal action and even the older generation is participating.
Over the past few centuries, advances in things such as plumbing, science and medicine have
allowed individuals to experience a greater life expectancy. People engage in healthy behaviours
such as exercising regularly, eating a healthy diet, and avoiding tobacco products which can all
help to improve an individual’s life expectancy. Between 1959 and 2014 the US life expectancy
increased from 69.9 years to 78.9 years; between 2010 and 2014 the life expectancy plateaued
and then in 2014 it began decreasing (Weiner, 2020). We have been seeing an increase in health
problems such as overdoses, alcoholic liver disease, suicide, and deaths caused by illnesses related
to high blood pressure and obesity in middle aged Americans. Similarly, a lot of research has
focused on increasing the quantity but not the quality of life. A very common outcome that we
see in research articles is morbidity and mortality, and less frequently quality of life which is more
difficult to measure. The general increase in life expectancy has increased the risk of disease,
disability, dementia, and advanced aging prior to death (Brown, 2015). Increasing life expectancy
means that people will live long enough to get more age-related diseases such as osteoporosis,
cancer, dementia, disability.
So, although we may get extra years added to the end of our lives that does not mean that they
are of good quality. I think that this is one of the reasons that our society tends to focus so much
on youth and beauty- the years that we must spend as elderly or senior is getting longer and we
want to feel as young as we can for as long as we can. Those who are Boomers consume more
healthcare services to preserve their quality of life; they visit the doctor more often, they undergo
cosmetic surgery, and attend physical and occupational therapy to cure their aches and pains
(Gigante, 2010). Another reason individuals are so much likely to undergo procedures that make
them look young and youthful is because of media and advertising; beauty is a measure of self
and social worth (Honigman & Castle, 2006). Negative stereotypes associated with aging makes
individuals more likely to enhance their appearance for personal and professional reasons
(Honigman & Castle, 2006).
Brown G. C. (2015). Living too long: the current focus of medical research on increasing the
quantity, rather than the quality, of life is damaging our health and harming the economy. EMBO
reports, 16(2), 137–141. https://doi.org/10.15252/embr.201439518
Gigante, S. (2010, February 22). How boomers will impact the health care industry. CNBC.com.
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Honigman, R., & Castle, D. J. (2006). Aging and cosmetic enhancement. Clinical interventions in
aging, 1(2), 115–119. https://doi.org/10.2147/ciia.2006.1.2.115
Weiner, S. (2020, February 7). What is in a number? looking at life expectancy in the US. Harvard
Health. Retrieved January 23, 2022, from https://www.health.harvard.edu/blog/whats-in-a-
number-looking-at-life-expectancy-in-the-us-
2020020718871#:~:text=Breakthroughs%20in%20science%2C%20strong%20economies,typically%20
raise%20average%20life%20expectancy.
Honigman, R., & Castle, D. J. (2006). Aging and cosmetic enhancement. Clinical interventions in
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Waldrop, D. P. (2011, August 1). Denying and defying death: The culture of dying in 21st Century
America. OUP Academic. Retrieved January 27, 2022, from
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Walter, T. (1991, May). Modern Death: Taboo or Not Taboo? Sociology. Retrieved January 27,
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Robinson, L. (2021, October). Social Media and Mental Health. HelpGuide.org. Retrieved from
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