AARP Survey: More Than 70% of Women 50+ Feel Pressure to Live Up to Beauty Standards Dictated by Media

Businesses that embrace diversity and more accurately represent their customers have an opportunity to boost sales. Roughly three-quarters of all women surveyed say they are more likely to buy from advertisers that represent their age. Nearly the same number of respondents say they are more likely to make purchases from brands that feature different body shapes.

Survey respondent Tracie Metzger, 61, from Franklin, Tennessee, says she would “absolutely” buy products from a brand that put forth realistic images that represent herself or others in her demographic.

“A few years ago, Dove did a marketing campaign which reflected women of different ages and sizes,” she says. “I actually started buying more Dove products because of this marketing campaign.”

Aging brings about more authenticity

As women get older, they feel less pressure to succumb to the beauty standards of others and are more likely to feel their true authentic selves in a variety of situations, according to the survey. For instance:

• Although 41 percent of women ages 18 to 49 say they feel a great deal of pressure to meet beauty standards, just 22 percent of women 50 and older say the same.
• Women 50 and older say they show their authentic selves at work 77 percent of the time, compared with 66 percent of women ages 18 to 49.
• Women 50 and older say they show their authentic selves with family 88 percent of the time, versus 83 percent of women 18 to 49.

Those responses are consistent with past AARP research, David says.

“Data that we have collected over the years shows that, as we age, we feel more comfortable in our own skin and more comfortable being ourselves,” she says. “I think that that’s a function of life experience. It’s being able to overcome things. You become stronger in your convictions and less susceptible to peer pressure and other pressures that come on.”

Metzger says that’s been her experience. “As I matured, I realized that I don’t have to please anyone but myself,” she says. “I still take pride in my appearance and try to look my best, but I have reached a point where I really don’t care what anyone thinks. Frankly, I wish I had learned this earlier in life.”

Survey respondent Dee Geddes, 75, from Chamberlain, South Dakota, says retiring helped her embrace her authentic self. She has more time to spend on hobbies and friends instead of being in a competitive work setting. Dealing with challenges gave her more perspective, she adds.

“As we age, we evolve,” she says. “You become more aware that there are much more important things in the world than how we look every morning and that we have our makeup on perfectly.”

Being an example for younger women

What can older women do to help younger women become more comfortable with themselves?

Set a good example, says David, who is 56.

“I really hope that I show up as a role model, whether I put makeup on or I don’t put makeup on, whether I’m wearing relaxed clothes or high heels,” she says. “There’s no right or wrong. You’ve got to be true to yourself.”

Survey respondent Janet Boyer, 53, from Nemacolin, Pennsylvania, says women can inspire younger generations by “being their bright, bold self without apology.”

And respondent Dyann Berndt, 64, from Berwyn, Illinois, passes on wisdom that her father gave her: “to always do what I wanted, not what society expected of me or others advised me, and to be true to myself.”

“My most fervent wish for young women is to understand that they are the masters of their own lives,” Berndt adds. “They should always be their own best admirer rather than worst critic, and they should live the life that they want, not the life that’s expected of them.”