Middleagedmum.com: Age is no excuse


There are two things that I refuse to buy into as I age. The first is the notion that age will hold me back from experiencing life to the full. I have absolutely no time for people who declare ‘I’m too old for that’ – unless of course they are talking about one shoulder crop tops (limits people, limits) – or  refuse to try new things as they have allowed the ‘fear’ to enter their lives.

The ‘fear’ creeps up and takes you over, telling you that new experiences are scary and dangerous, eventually turning you into that person – the one who never leaves their house apart from visiting a shopping centre with a flask of tea and blankets in case of emergencies, and talks in great detail about what day the bin men come. The ‘fear’ is to be avoided at all costs.

The second is “lying about my age syndrome’. LAMAS not only lets the rest of us down by creating an unrealistic impression of ageing, it eventually catches the culprits out and exposes them as both shallow and a little bit sad. There is no sorrier sight than those women (mostly in New York) who look 35 from the back and turn round to reveal a plastic face and old lady hands. Plus no-one helps you with shopping or gives up their seat on the bus if you pretend to be younger and frankly I’m happy to be that women plonks herself down gratefully with a heavy sigh.

Recent research has revealed that young people actually prefer it when brands celebrate people of all ages. Duh, why wouldn’t they – surely no-one wants to view ageing as scary and unattractive.

According to Finlandia Vodka  75% of 14- to 34-year-olds don’t see age as limiting and the company have made “1000 Years of Less Ordinary Wisdom,” to illustrate this (and advertise their brand) . The inspiring film features 14 people of varying ages who prove that anyone can do anything at any age.

Lots more fashion brands are using older women in their ads and beauty companies are also starting to wake up and smell the moisturiser.

Lancôme showcased people of various ages in its recent #LoveYourAge Instagram campaign. To illustrate that beauty is timeless, the company posted images of celebrity brand ambassadors in their 20s, 30s, and 40s, along with their age and the caption “beauty is not about hiding your age, it’s about embracing it”. Consumers were also encouraged to join in by declaring their age.


So it seems we are few steps closer to less ageism from brands and the media  – but it’s still important for us all to remember, ageing is not an excuse or a secret.

#Keepfightingthefight #oldisthenewyoung




  • sally says:

    Totally agree. Whilst being reminded daily of the wear and tear on my body, the mind (for now) is rich and overflowing with ideas,experience, appreciation and understanding.
    I hesitate to use the word wisdom, somedays I feel as I age I know less rather than more and that there are very few ‘truths’.
    In dark moments I cling to certain mentors – Louise Hay being one ‘How to heal your life’ (terrible title and some OTT Americanisms) Pick your way carefully, focusing on what speaks to you and you may find it useful.
    One of my top favourite quotes at present has to be:
    ‘Beautiful young people are accidents of nature. Beautiful old people are works of art’
    Sometimes credited to Eleanor Roosevelt, sometimes Coco Chanel. Either way its in my list of ‘truths’.

  • Osnat Lippa says:

    Very well put and I love the Finlandia Video. Age shouldn’t really be a barrier for anything one wants to do and the saying if you feel your age you become that age is very true. I work with older people and am impressed each time how wise and interesting most of them are and their thirst for knowledge and why not? The idea that as we get older we should allow social convention to tuck us into a forgotten corner is ludicrous. However I do accept that I’m not viewed by some as young anymore despite how I feel inside, as a young saleswoman in a trendy furniture shop here to remind her of me and my husband put a note on our order ‘ the very nice older couple’. But that’s ok too.

  • Patricia says:

    Unpopular and boring as it is, celebration of the ordinary, at any age, is always missing. I’m an old lady – apparently – and the people whom I regard as successful at this or any age, are the people who do what they do and are who they are. No flash, no trash.

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