What do you see when you look at this image? The young beauty--or the "feared self" of the future?
Afraid of aging? Most of us are, if we judge by the number of products and ads aimed at helping us avoid the “feared older self” the marketers keep holding before us. (Last week’s blog Princesses and hags addressed attitudes toward aging and how we train ourselves to fear and dislike it.)
Researchers Brett Martin from the University of Bath and Rana Sobh from Qatar University found that when beauty products, diets, Botox, and plastic surgery didn’t seem to be working, women were more likely to keep using them.
That’s right: failure to look younger kept aging anxiety high, and women continued doing more of the same to try to keep the wrinkled old woman at bay.
On the other hand, when the products and interventions seemed to work, women stopped using them. Their anxiety eased, they no longer worried so much about the face of the future.
This research finding in 297 women delivers an odd message to anti-aging manufacturers and providers: if you want people to continue using your product, market with fear (the wrinkled hag of Christmas Future)—and make sure your product doesn’t do the job it promises to do. Because if it works, they’ll stop being so afraid. And they’ll stop coming back to you.
In another study, Martin found a different result with men and women working out in gyms. As they became happier with their bodies, their frame of mind improved. Success—and a positive image of what they might become—were the motivators to keep on going.
When you’re making your New Year’s resolutions, keep these studies in mind. You’re much more likely to succeed—and stick with--changes that improve health, like working out. Even if the goal is cosmetic, the healthy body has a sneaky way of creating a healthy, positive mind.
Have a wonderful New Year! May you walk (run, skip, dance) toward the future in happiness and health.
Please share your New Year's resolutions about aging well in the comments section!
