The Joy of Growing Older – Part One: How We Got Here – The Rise of the Culture of Youth

Take a moment and picture the last advertisement you saw about aging. Was it promoting wrinkle creams? Fitness programs to help you “look ten years younger”? Or maybe a lifestyle brand promising to keep you “forever young”? These messages are everywhere, and they’ve been shaping our attitudes for generations.

It’s no secret that many people feel pressure to stay young, or at least to appear young. And for Baby Boomers in particular, that pressure has deep roots. Understanding where this culture of youth came from is the first step in freeing ourselves from it, and making space to truly enjoy the gifts of aging.

The Birth of a Youth-Obsessed Culture

Baby Boomers, born between 1946 and 1964, grew up in a post-war world full of optimism, opportunity, and innovation. It was a time of cultural transformation: rock and roll, television, fast cars, and civil rights movements. Boomers came of age believing they could change the world, and in many ways, they did.

But this generation also ushered in something new: a cultural obsession with youth.

As the first true "teenagers," we were marketed to like never before. Entire industries were built around our youthful desires, fashion, music, beauty, fitness. And the message was clear: being young was not just a phase of life; it was a brand, a status, even a virtue.

The Fight Against Aging

This youth-centered mindset didn’t fade as we got older. Instead, many of us carried it forward as we aged. Aging, once seen as a natural part of life, began to feel like something to resist or avoid. Staying “forever young” became the goal.

From cosmetic surgery to anti-aging creams, from coloring grey hair to adopting the latest health fads, the fight to stay young has become a full-time job for many. And while there’s nothing wrong with wanting to feel healthy, active, or confident, the pressure to maintain a youthful image can be exhausting, and even isolating.

The Cost of Denying Age

What happens when we try to erase the signs of aging? Often, we begin to erase parts of ourselves, our stories, our wisdom, our confidence. We hide behind phrases like “I’m still young at heart” or “age is just a number,” when what we really mean is: “I’m not ready to be seen as old.”

But here’s the truth: there’s nothing wrong with being older.

Growing older doesn’t mean becoming less vibrant, less curious, or less important. In fact, age can be a gateway to deeper purpose, stronger relationships, and a better understanding of who we are.

A New Way Forward

What if we stopped trying to hold on to youth, and started embracing the beauty of becoming older? What if we gave ourselves permission to enjoy this phase of life, not despite our age, but because of it?

We can shift the narrative. We can take pride in being seniors. And we can show younger generations that aging isn’t something to fear, it’s something to look forward to.

🟢 Coming Next: Gen X and Millennials, Inheriting the Myth of Forever Young

I will take a closer look at how the next two generations have responded to the culture of youth, and how they're starting to carve out their own relationship with aging.