The intersection of feminism and ageing is a profound and often overlooked subject. While feminism has long championed gender equality, the issues surrounding ageing women have grown more complex. This is especially true in an era of increasing commercialisation and social media-driven ideals. The portrayal of ageing, especially in women, has been co-opted by market forces. It creates an impossible standard that is both aspirational and unattainable.
How can feminism reclaim the narrative of ageing without falling into the trap of consumerism? And what happens when the portrayal of older women turns into a narrow stereotype. We are talking about a stereotype that alienates those who do not fit the mould of “ageing gracefully”?
Let us explore the nuanced issues behind feminism and ageing and the often-ignored realities of older women.
The feminist lens on ageing
Feminism has long been at the forefront of challenging ageist stereotypes. It is calling attention to the ways in which women experience the pressures of ageing more acutely than men. From being judged on their appearance to being cast aside in professional settings, older women have historically faced societal exclusion. They often become invisible as they age.
Feminist discourse has emphasised that ageing for women involves more than just growing older. It intersects with issues like workplace discrimination, unequal access to healthcare, and the burden of caregiving responsibilities. Feminists have worked tirelessly to challenge the assumption that ageing equals decline. They push for a more nuanced representation of older women.
In India, for instance, many older women are not active on social media. Yet, the dominant portrayal of older women, especially in advertising and media, is one of slim, youthful figures with silver hair. These women are constantly running marathons and sipping vegan smoothies.
It begs the question: Are we creating a new stereotype that only replaces one unattainable ideal with another?
The commercialisation of ageing: A feminist dilemma
In recent years, the commercialisation of ageing has created a fresh paradox for older women. Brands have discovered the purchasing power of this demographic. However, the messaging often reinforces the same beauty standards that feminists have been fighting against. While slogans like “fabulous at 60” seem to celebrate ageing, they come with a caveat — only if you can look like you are still 40.
A specific subset of older women is often held up as the gold standard: lean, fit, healthy, and wealthy. Social media hashtags like #FabulousOver60 may appear empowering at first glance. However, they can alienate women who do not or cannot conform to these standards. Older women with greying hair, extra weight, or health issues find themselves excluded from this glossy, commercialised version of ageing.
Many women from lower socio-economic backgrounds don’t have access to expensive anti-ageing products, fitness regimes, or health foods that promise to turn back the clock. For them, ageing is not just a stage of life. Instead, it is a reflection of years of hard labour, economic hardship, and societal neglect. That is where the feminist lens becomes crucial in recognising that ageing is not a uniform experience; it is deeply intertwined with class, privilege, and access.
Marketing the ‘Ideal’ older woman: A new stereotype?
The marketing industry has jumped on the feminist bandwagon, crafting a narrative around ageing that focuses almost exclusively on empowerment. But what kind of empowerment is being offered? Instead of embracing the natural process of ageing in all its diverse forms, the portrayal of older women has become yet another commodity.
We see glamorous older women with glowing skin and chiselled bodies, their silver hair immaculately styled. The imagery often comes with messages of ageless beauty. It seems as if the true measure of success for an older woman is how well she can defy time. The underlying message seems clear: Age, but do it beautifully — and here’s the skincare, diet, and workout routine to help you achieve it.
But what about the millions of women who don’t fit this narrative? What about the women who have health conditions? And what about the women who have gained weight and the women whose skin shows the real signs of ageing? Feminism, at its core, should fight against this narrow standard of ageing. It should recognise that beauty comes in many forms and that older women are not just consumers in need of products to make them feel valuable.
Ageing, financial stability, and class privilege
The ability to age ‘gracefully’ in the commercial sense is often a function of financial stability. Wealthy women can afford anti-ageing treatments, expensive gym memberships, and wellness products that promise eternal youth. But for the average woman, these luxuries are out of reach.
Ageing, then, becomes not just a physical process but an economic one. Social class plays a significant role in determining how women experience ageing. Those with access to resources may be able to maintain their appearance longer, while women from poorer backgrounds experience the ageing process differently. For many, the body itself becomes a marker of economic hardship, shaped by years of physical labour and limited access to healthcare.
This disparity raises the question: Is the feminist movement adequately addressing the class issues surrounding ageing? True inclusivity would involve recognising the diverse ways women age, taking into account their socio-economic conditions, and breaking away from the narrow commercialised portrayal of ‘successful’ ageing.
Reclaiming ageing: A feminist call to action
Feminism must move beyond just challenging beauty norms and embrace a more intersectional approach to ageing. We need to recognise the unique challenges that older women face, from ageism in the workplace to the pressures of maintaining a certain appearance, and push for a broader understanding of what it means to age with dignity.
Older women should not feel pressured to conform to yet another set of ideals. Whether they choose to wear their grey hair proudly or use hair dye, whether they are slim or curvy, active or sedentary, every woman’s experience of ageing should be celebrated. Feminism must reclaim the narrative of ageing, ensuring that all women — regardless of their background, appearance, or economic status — are given the freedom to define what ageing means to them.
The final thoughts: Ageing with dignity and inclusivity
The intersection of feminism and ageing is a rich and complex issue, one that challenges us to rethink societal norms, beauty standards, and the role of consumerism. While there is a growing market for empowering older women, we must ensure that this empowerment is inclusive and reflective of the diverse experiences of ageing women across the world.
Feminism can play a key role in reshaping how we view ageing, by advocating for representation that goes beyond the superficial and commercialised ideals. Let us remember that ageing is not something to be resisted or commodified — it is a natural, inevitable process that deserves to be embraced in all its forms. Through collective action and a commitment to inclusivity, we can create a society where every woman is free to age on her own terms.
Source: Women in Later Life: Critical Perspectives on Gender and Age
Disclaimer: The views expressed in this article are based on the writer’s insights, supported by data and resources available both online and offline, as applicable. Changeincontent.com is committed to promoting inclusivity across all forms of content, which we broadly define as media, policies, law, and history—encompassing all elements that influence the lives of women and gender-queer individuals. Our goal is to promote understanding and advocate for comprehensive inclusivity.
