These pressures are neatly packaged by the beauty and cosmetics industry, which is increasingly focused on younger customers, and in the process, expectations of how people look are also changing after the ages of 30, 40, and 50. .
Some dermatologists are promoting “baby Botox” or “rejuvenation” procedures, which are becoming increasingly popular among clients in their 20s and 30s. Skincare companies are targeting an even younger demographic: According to an article in the Wall Street Journal, Bubble Skincare, which sells hydrating moisturizers and eye-whitening creams, has targeted about 2,000 13- and 14-year-olds. We are working with ambassadors.
Gen Z may be ambushed by unique marketing and social media messaging, but dealing with aging and ageism is nothing new, even in your 20s, says digital publication Old on Aging says Sari Botton, 58, editor of Star Magazine. She wondered if Gen Z’s sensitivity to aging had less to do with appearance and more to do with anxiety about the next stage of adulthood.
“I think this is probably the old quarter-life crisis, the realization that you have to make a big choice as an adult and you have to live with it,” Botton said.
Howlett said that as they grow older, Gen Zers also need to let go of their youth as central to their identity, and the video about looking older than 26 garnered more than 60,000 comments. He believes that Gen Z’s fear of aging is accompanied by anxiety about what will happen next. “Gen Z is really worried about turning 30 and having to get everything in place,” he says.
These anxieties are old, but they are increasingly being processed in front of millions of viewers.
“Anxiety about aging used to occur within one’s own home, or perhaps with very close friends and family,” Professor Engeln says. “Now that’s happening with your audience on TikTok.”
