Better Lives Talk Series – Ageing and Self-Esteem: Healthy Activity or Frivolous Vanity?
February 2, 2012 by renee| Feb |
| 21 |
| 6:00 pm |
Nearly 30% of the adult population are over the age of 60 and have more disposable income than any other age group in the UK. People over the age of 60 are post-reproductive and their motivation to maintain their appearance is different from the young. Yet the serotonin-, norepinephrine- and dopamine-driven neuropsychological processes within the frontal lobes, limbic system and corpus striatum are the same.
Older people should consider themselves worth cosmetic and fashion expenditure and allow themselves to take better behavioural control of their appearance. Indeed, we know this to be beneficial to their self esteem, helping them face the existential challenge of ageing and sustaining mental health in old age. The apparent exclusion of the elderly from fashion and cosmetics in preference to the young is a negative experience which is driving away potential revenue.
Attracting the elderly to fashion/cosmetic services and products is a unique challenge because of established preferences and expectations; it depends on meeting their life experience and psychological need. Beneficial attitude change sees fashion/cosmetics for the elderly as a healthy activity rather than a frivolous vanity. However, it is important to avoid offering the deception that ageing can be avoided, rather a process that can be experienced differently. The fashion and cosmetics industry can tap into a lucrative market and be socially responsible by engaging with the elderly.
By Dr Julian Mason, Geriatric Psychiatrist.
6-7pm
London College of Fashion – RHS East
20 John Princes St
London, W1G 0BJ
Open to all – RSVP to z.beck@fashion.arts.ac.uk
