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The US market has its eyes on the 65+ audience, which is expected to total 72 million consumers by 2030, that is, more than 20% of the population – according to the U.S. Census Department. More specific products are being created especially for these buyers, while marketing is full of positive and inclusive messages.

Simply enter a cosmetic store to notice the difference. Multinational companies like Dove, Olay, L’Oréal and Vichy have substituted old expressions like “anti-aging” for new phrases like “pro age”, “age-defying”, “age perfect” and “slow age”.

The change also reaches specialized media. For example, Jane Cunningham, founder of the site britishbeautyblogger.com, uses the terms “age inclusive” and “for older skin”, when talking about products she would recommend for women over 50. It’s a more inclusive approach in opposition to the youth industry. Jane believes that “treating age as something that needs ‘curing’ is pointlessly demoralizing for anyone over 30”.

Loving the grey hair. Even the fashion industry, built based on young skinny top models, is beginning to use older models. “Language matters, and so does representation,” writes Alyson Walsh, 53, in her blog for The Guardian. ­“It feels like things are improving for women over-50, even if only a little.” The journalist says she’s very happy with her age. “I’m growing-in my grey hair, embracing my wrinkles and wearing what I please. I’ve found that most women of my age and beyond are interested in looking good rather than feeling younger; and that it’s not about age, it’s about mindset.”

This mindset is being manipulated in the most positive sense in everything from products to pastimes. In what seems like the age of offensiveness and offendedness, changing the language about aging might, in fact, be the one campaign everyone can get behind. After all, we’re all in the aging boat. Click here for the full article.