Meanwhile, people aged 18-49 spend nearly £297 annually on anti-ageing products, almost three times the amount spent by those in their 50s (£100.80) and more than four times that of those aged 60+ (£71.00).
These new research findings from Aegon highlight a complex relationship with ageing, shaped by both appearance and anxiety, especially in the face of financial uncertainty.
In the latest Money:Mindshift podcast, author and professor Dr. Anne Karpf argues that ageing isn’t just personal, rather that it’s cultural. In societies that frame ageing as decline, the anti-ageing industry thrives. But this comes at a cost: emotional and financial energy is poured into staying young, often at the expense of preparing meaningfully for the years ahead.
Dr. Tom Mathar, Head of Money:Mindshift said: “It’s a peculiar irony that, as a species, we’re living longer and healthier lives than any generation before us. Yet rather than seeing that as a gift, it often fills us with dread and anxiety. Our research suggests that financial concerns about ageing peak in our 50s, even as younger adults spend the most in anti-ageing products. As Dr. Anne Karpf explains, the real problem isn’t ageing itself, it’s the fear and cultural stigma we’ve built around it. What’s striking is that while many in their 50s are investing in anti-ageing, they’re also the least likely to feel secure about their financial future. These behaviours may be less about denial and more about coping with uncertainty.”
In the podcast, Dr. Karpf explores how age anxiety shows up in everyday life, from dreading milestone birthdays to the rise of cosmetic tweaks in our twenties. “Even compliments like ‘you don’t look your age’ suggest ageing is something to hide,” she notes.
She outlines two dominant cultural narratives: ageing as decline, or denial. Instead, she proposes a “third way”, a more balanced view that embraces both gains and losses.
"Ageing is a privilege, it can also bring freedoms - freedom from the pressures of youth and the freedom to no longer care what other people think."
These findings chime with Aegon’s Second 50 campaign, which helps those individuals approaching or in their 50s navigate an uncertain post-50 landscape.
“For many, midlife is a turning point,” added Dr. Tom. “It’s when people begin to feel the weight of time, question their relevance, and wonder what their future really holds. But a mindshift, or a money-mindshift, occurs when we see this not as a moment of uncertainty, but of possibility. If we can loosen the grip of fear and let go of the fantasy of eternal youth, we free up space - mentally and financially, to prepare for a future that’s grounded in who we are, not how old we are.”
Aegon report on the Second 50
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