With a recent shift from anti-aging to pro-aging—which is way overdue—it’s an opportune time to focus on aging with grace. Yes, it is absolutely possible! We all know that aging is a natural and unavoidable part of life (even those of us still in denial). The good news is that how we age is within our control, and aging gracefully is an ethos we should all embrace. Aside from making this a personal journey, we as wellness professionals should also strive to inspire guests, staff and others to embrace a healthier, more positive attitude when it comes to aging.
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With a recent shift from anti-aging to pro-aging—which is way overdue—it’s an opportune time to focus on aging with grace. Yes, it is absolutely possible! We all know that aging is a natural and unavoidable part of life (even those of us still in denial). The good news is that how we age is within our control, and aging gracefully is an ethos we should all embrace. Aside from making this a personal journey, we as wellness professionals should also strive to inspire guests, staff and others to embrace a healthier, more positive attitude when it comes to aging.
Who Are You Calling Old?
When I was younger, I thought a 60-year-old was a super mature, aging person with great limitations that was ready to slow down and spend days in lazy splendor. Now … not so much!
Boomers (yes, that’s me!) are still incredibly active in their careers, lifestyles and pursuing new endeavors, ready to face new challenges with excitement and vigor. According to the World Health Organization, “By 2030, 1 in 6 people in the world will be aged 60 years or over.”
As a result of technological advancements and cleaner environments, thankfully we are living longer, and this is reflected in improved vitality and health. As the average life expectancy gradually increases, it is high time we shift our perspective, because what was considered middle age and old in the late 20th century no longer applies.
While age 65 used to be deemed elderly and 55 was considered old in the 1950s, according to a recent CBS report on mortality rates for males today, 55 is considered “middle-aged,” and 65 is considered “old.” However, “women today transition out of middle age around 65,” with “old” being roughly aged 73 and “very old” now closer to 80. These perceptions will continue to shift as more people celebrate longevity well into their 90s and even 100 and beyond.
If we are open and transparent, we know there is no real fountain of youth to obliterate aging altogether. However, scientific progress, healthier lifestyles, biohacking, spa wellness services focused on age management, nutrition, fitness, rejuvenation and de-stressing techniques, when combined with clinically proven skin care, can greatly improve our vitality and health and substantially diminish the effects of aging.
Adopting the mindset that age is just a number empowers us to choose aging with grace. It's about having an attitude of positivity toward the aging process, complete with maintaining a healthy, active and engaged lifestyle. Feeling good about yourself as you age, accepting the changes that come with aging and maintaining humor (yes, let’s laugh our way to pro-aging!) can go a long way.
Related: Moving Beyond Anti-Aging to Healthy Aging
What Is Pro-Aging?
What is the difference between pro-aging versus anti-aging? Pro-aging seeks to counteract the negative perceptions about aging that have become inserted into our language, images and off-hand jokes.
Rather than seeking to erase your life from your face and body, pro-aging means caring for and respecting yourself through the natural course of aging. Instead of trying to stop aging, it includes making healthy lifestyle choices that foster healthy aging and being agile when it comes to the ideal skin care treatments and regimens for each season of the year and your life.
This changes the language of aging by eliminating words and phrases like “anti-aging” and “fight aging” and moving toward pro-aging terms like “aging gracefully,” “honest aging” and “healthy aging.” Align your business with vendors that are equally committed to using language that shifts toward positive aging messaging to support your spa’s new pro-aging journey.
Pro-aging is about feeling in control and satisfied within yourself toward aging, unlike the negative powerlessness surrounding anti-aging. Let’s face it (pun intended), aging gracefully requires adopting certain lifestyle habits and making proactive choices to enhance our well-being and aid us in enjoying a fulfilling life as we grow older, watering in our own garden and sprinkling into client gardens!
Let’s explore the key steps to healthy aging, as well as the main concerns your customers are facing and trusting your business to help them better understand.
Prioritize nutrition: Eating a balanced diet is essential for healthy aging. Focus on whole foods such as fruits, vegetables, lean proteins and whole grains. Aim to reduce intake of processed foods, saturated fats and added sugars. Stay hydrated and consider dietary supplements, if necessary, but consult with a healthcare professional first.
Stay active: Regular physical activity is crucial for maintaining mobility, strength and overall health as we age. Incorporate a mix of aerobic exercises (like walking, swimming or cycling) and strength training activities. Aim for at least 150 minutes of moderate-intensity exercise per week, as recommended by health experts.
Keep your mind sharp: Just as your body needs exercise, your brain also requires stimulation. Engage in activities that challenge your cognitive abilities, such as puzzles, crosswords, learning a new language or playing musical instruments. Stay socially active and maintain meaningful connections with friends and loved ones to support cognitive health.
Prioritize sleep: Quality sleep is essential for overall health and well-being, yet it often becomes more elusive as we age. Practice good sleep hygiene by establishing a regular sleep schedule, creating a relaxing bedtime routine and optimizing your sleep environment. Address any sleep disorders, such as insomnia or sleep apnea, with the help of a healthcare professional.
Cultivate emotional well-being: Nurture your emotional health by managing stress, practicing relaxation techniques and seeking support when needed. Maintain a positive outlook on life and cultivate gratitude for the present moment.
Engage in activities that bring you joy and fulfillment, whether it's spending time with loved ones, pursuing hobbies or volunteering in your community. Explore the benefits of practices like faith-driven devotionals, mindfulness meditation, deep breathing exercises or yoga for reducing stress and promoting emotional well-being in older adults.
Stay proactive with preventive healthcare: Regular health checkups, screenings and vaccinations are vital for detecting and preventing age-related health issues. Be proactive about your health by scheduling regular appointments with your healthcare provider and following their recommendations. Stay informed about age-appropriate screenings and immunizations to stay ahead of potential health problems.
Manage chronic conditions: Chronic health conditions, such as hypertension, diabetes or arthritis, must be managed effectively to prevent complications and maintain quality of life. Follow your healthcare provider's treatment plan, take medications as prescribed and make necessary lifestyle modifications to support your health goals.
With the right level of commitment and determination, healthy aging can be achievable, regardless of a person’s age or background. By following these key steps and making positive lifestyle choices, you can help yourself, your team and guests unlock the secrets to a vibrant and fulfilling life.
Where Do I Start?
Here are five steps to help get you started.
1. Schedule a staff meeting to discuss the spa’s more positive way forward. Draft a simple statement that explains why the change from anti-aging to pro-aging, as well as the key steps that will be taken to set the foundation for this positive change in branding, communication and optimistic attitude.
2. Update your menu descriptions to focus on features and benefits, rather than heavily focusing on aging problems and concerns. The concern should be used only as a lead-in to the solution your business offers.
3. Review your website and replace the word anti-aging and any others that may reflect a more negative connotation with words like aging gracefully, pro-aging, improved vitality, age management and other alternatives that align with a more positive perspective.
4. Schedule time for staff members to roleplay with one another speaking to this more positive mindset, helping them transition from the existing way they communicate with guests. The more they practice, the more comfortable they will be recommending services and products using a pro-aging approach.
5. Make sure all your spa’s branding collateral, signage, promotions, social media posts and other guest-facing content fully aligns with this better way forward. Your skin care vendors should be able to assist you with great content and make recommendations to help expedite this process.
Rethink the way you approach guests and strive to align your mission, vision, services and communications to resonate with these key steps and to serve as a reputable wellness resource. Speak to your clients’ pain points and do your best to connect with them on an emotional level. By clearly communicating the specific solutions your business offers and implementing a more positive approach to aging, your spa can serve as an authentic go-to wellness resource.
Additionally, guiding guests on a better path to aging with grace differentiates you and your team as mentors committed to helping them strive for increased vitality, improved well-being and extended independence for years to come, no matter their age. Let’s embrace the journey of aging with optimism, resilience and a commitment to our health and well-being!
Maritza Rodriguez is the global vice president of marketing and communications for Pevonia International and its related brands. She has worked with some of the most renowned professional skin care brands on image and marketing.
