The multibillion-dollar anti-ageing industry is currently pivoting from traditional “anti-ageing” terminology to “longevity” and “pro-ageing” branding, according to industry observers. While marketing language has shifted to emphasize science and empowerment, cultural critics and anthropologists argue these labels continue to frame normal biological ageing as a condition to be managed, reversed, or avoided entirely.
The Shift from “Anti-Ageing” to “Longevity” Branding
The cosmetic and biotech sectors began a significant rebranding effort following the 2017 decision by Allure magazine to ban the term “anti-ageing.” Editor Michelle Lee stated at the time that the term reinforced the message that ageing is a condition requiring battle. According to cultural critic Jessica DeFino, this shift allowed the $78bn industry to pivot rather than collapse.
Brands now utilize terms such as “pro-ageing,” “non-ageing,” and “preventative ageing.” DeFino notes that while these terms sound more scientific and positive, their purpose remains the same: to stop normal biological processes like grey hair or wrinkles. By framing these products as “self-care” or “empowerment,” companies have successfully laundered older anti-ageing ideals through modern terminology.
Did you know?
Linguistic research shows that age stereotypes in America shifted from positive to negative around 1880, coinciding with the rise of microbiology and the more recent boom in scientific research on biological ageing.
The Rise of “Permanent Personhood” and Longevity Science
Anthropologist Dr. Sarah Lamb of Brandeis University describes a phenomenon she calls “permanent personhood,” where individuals freeze their self-concept typically at around age 35-40. Participants in her ethnographic research report feeling increasingly frustrated by the paradigm of “successful ageing,” which creates a binary between a “good” and “bad” old age, implying that individuals can fail at the ageing process.
This pursuit has moved from the cosmetic aisle into the biotech lab. High-profile longevity advocates, such as those at the Harvard-based Sinclair Lab, focus on cellular reprogramming. Researchers like Dr. Abou Farman of the New School note that while scientists were once ridiculed for researching immortality, the influx of Silicon Valley funding has made longevity a mainstream, if controversial, pursuit. Many experts, including Dr. Peter Attia and entrepreneur Bryan Johnson, have experimented with off-label use of the immunosuppressant drug rapamycin, despite little longitudinal scientific evidence that it works.
Psychological Drivers of Ageing Anxiety
Internalized ageism is surfacing at earlier life stages than in previous decades. Dr. Ashley Lytle, a research psychologist at the Stevens Institute of Technology, observes that young adults and even pre-teens are increasingly purchasing anti-wrinkle products. Lytle attributes this to a broader sense of powerlessness in a chaotic world.
“When the world feels overwhelming and like we don’t have much agency, people really double down on all this,” Lytle said. According to research by Dr. Patricia Kahlbaugh of Southern Connecticut State University, viewing ageist memes can cause individuals to distance themselves from their chronological age, pushing their perceived “best self” further into the past. This collective denial is particularly prevalent among Gen X and Baby Boomers, who often view longevity as a means to maintain high levels of activity well into their 80s and 90s.
Future Outlook: Embracing Normal Development
The future of the ageing conversation may depend on whether society can decouple physical decline from social worth.
When evaluating products marketed as “longevity-focused,” look for peer-reviewed clinical data rather than marketing claims. Many supplements and off-label treatments currently lack the longitudinal human studies required to confirm their anti-ageing efficacy.
Frequently Asked Questions
- What is the difference between “anti-ageing” and “longevity”?
While “anti-ageing” was traditionally used to market aesthetic products, “longevity” is the current industry term often focused on the biological extension of the “healthspan,” or the amount of years we can live disease-free. Critics argue both serve the same underlying ideology. - Why did age stereotypes become more negative?
Linguistic studies suggest a shift occurred around 1880, as industrialization prioritized “efficiency” and the rise of microbiology sparked scientific research into biological ageing, leading to a new cultural emphasis on youth. - Is “successful ageing” considered a positive goal?
While intended to promote health, researchers like Dr. Sarah Lamb argue it creates a harmful binary that labels normal ageing as a personal failure.
How has your perspective on ageing changed over the last decade? Share your thoughts in the comments below or subscribe to our newsletter for more deep dives into the science of human development.