The Evolution of the Fear of Aging Among Women Aged 18 to 35 in the United States Since the Emergence of Social Media

Authors : Imane JALOULI, Camelia BENMERYEME

Summary: 

Our article is focused on the pervasive influence of social media on beauty standards, particularly among young women, that has led to heightened anxieties related to aging and a concerning decline in self-esteem. Influencer culture, integrated advertisements, and the use of filters and editing tools normalize unrealistic beauty ideals, perpetuating societal pressures to conform. This pressure contributes to body dissatisfaction, low self-esteem, and mental health issues among vulnerable populations. Addressing these issues requires challenging societal norms, promoting diversity, authenticity, and positive body image, and empowering individuals to resist unrealistic beauty standards.

Introduction: 

The emergence of social media is a phenomenon that has deeply marked and influenced an entire generation. Social media have had a considerable impact on our socialization, whether primary or secondary, on our perception of the world around us, and they have also left a significant imprint on how we perceive our bodies. This influence is striking, according to research by the National Eating Disorders Association, 70% of American teen girls think social media shapes their conception of the « ideal » body type. This largely stems from the omnipresence of the promotion of certain beauty standards, targeting primarily women. Today, to be considered beautiful, one must not show signs of aging. It is in this context that we wish to explore the following issue: How has the fear of aging evolved among women aged 18 to 35 since the emergence of social media in the United States? 

The decision to focus our study on women is explained by the fact that they are particularly affected by beauty standards. The majority of advertisements, whether for cosmetic products or product placements on social media, specifically target women. Women under 35 are more than twice as likely as those over the age of 55 to have picked up a beauty or skincare product simply because it was recommended by someone famous [3]. 

Additionally, women are confronted since childhood with the idea that they must be beautiful to meet the expectations of the society in which they live [2]. We were interested in the evolution of this fear following the emergence of social media, as these platforms have become one of the main actors in our socialization. They occupy a central place in our daily lives. Being constantly exposed to aesthetic content and particularly to anti-aging skincare advertisements shapes our perception of our bodies, creating a conducive environment for exacerbating concerns related to beauty and aging. Additionally, it is important to mention the major role of beauty influencers who, with their ability to reach a wide audience generally composed of young women, become aesthetic role models and therefore push them toward the overconsumption of products that they do not necessarily need.

Source: Survey: 53% Of Adults Don’t Fear Growing Old – Forbes Health 

We decided to focus on young women between 18 and 35 years old, especially by exploring the various aspects that affect them. They have grown up with the Internet and have witnessed major technological advancements. It becomes evident that they are more inclined to spend more time on social media than other generations. Among them, many are particularly vulnerable to the influence of influencers like Meredith Duxbury (24) and Makayla Nogueira (25). Indeed, many of them define their style and personality based on often unattainable beauty standards. Social media has a considerable influence on the majority of adolescents, playing an essential role in shaping their personality and social identity. This period is all the more crucial because primary socialization occurs during the first years of life, before entering adulthood, and the values acquired during these years are values that one is likely to retain throughout life. It is undeniable that these experiences will have a significant impact on their adult lives. It is crucial to take into account this societal reality and to adopt educational and social approaches that encourage healthy and informed use of social media by adolescents. 

The United States stands out as an extremely powerful nation, having played a major role in establishing beauty standards that have served as a model worldwide such as Hollywood’s long-held idealization of the slender body type for women which has been projected globally through movies and media, influencing perceptions of beauty. Indeed, their influence extends far beyond their borders, exerting a significant impact on the media, such as television and social networks, as well as on global culture. This nation also plays a major role in defining beauty criteria and in the development of the cosmetic industry. The influence of the United States on the conception of standards is particularly marked in the field of beauty, where American society exercises undeniable influence. One example is the emphasis on Eurocentric features like light skin and narrow noses, heavily promoted through American media and social media influencers. This is reflected in the proliferation of beauty standards often defined by aesthetic standards emanating from the United States, thus contributing to shaping the global perception of beauty. However, behind this radiant facade, the United States harbors a society characterized by hypercapitalism and the promotion of overconsumption. This frenzied quest for perfection is observable in the growing trend of some women becoming dependent on plastic surgery, as well as in the development of numerous insecurities. For example, a study shows that 20% of women aged 18-24 would consider plastic surgery compared to only 11% of women aged 55 [3]. 

The influence of American society on its citizens contributes to the perpetuation of these behaviors, thus creating a segment of the population that can be described as addicted to imposed beauty standards. It is essential to underline that this complex dynamic between the influence of the United States, beauty standards, and overconsumption creates an environment in which social pressure can lead to detrimental consequences for the mental and physical health of individuals. This complex reality deserves special attention to understand and mitigate the sometimes powerful impacts of these standards on the daily lives of those affected.

Women, beauty, and aging: a literature review 

The literature review of this article will examine the contributions of Simone de Beauvoir’s « La Vieillesse » (1970) and Mona Cholet’s « Beauté Fatale » (2012). « Beauté Fatale » by Mona Cholet is a thought-provoking exploration of the oppressive beauty standards imposed on women by society.  They talk about the multifaceted ways in which these standards manifest in various aspects of women’s lives, from the workplace to personal relationships, and examine the effects they have on women’s mental and physical well-being. Beauté Fatale shows how beauty standards are not merely about aesthetics but are deeply rooted in power dynamics, reinforcing patriarchal structures and perpetuating gender inequality. Cholet argues that women are subjected to relentless pressure to conform to narrow and often unattainable ideals of beauty, leading to feelings of inadequacy, self-doubt, and low esteem. Moreover, she highlights the commercialization of beauty, with industries profiting off women’s insecurities by selling beauty products and cosmetic procedures. She exposes how this commodification of beauty perpetuates a cycle of consumption and reinforces the notion that a woman’s value is contingent upon her physical appearance. In her book, Mona Cholet also interrogates the role of the media in perpetuating beauty standards, criticizing the portrayal of women in advertising, film, and television. She argues that mainstream media often promotes unrealistic and harmful beauty ideals, contributing to the objectification and sexualization of women. Beauté Fatale ultimately calls for a radical reevaluation of society’s obsession with beauty and a rejection of oppressive beauty standards. By challenging societal norms and promoting self-acceptance, Cholet envisions a future where women are liberated from the tyranny of beauty and free to define their worth on their terms. In the second book, Beauvoir affirms that aging is a natural and inevitable part of life, something to be embraced rather than rejected. She delves into the biological and medical aspects of aging, acknowledging the physical changes but emphasizing that they don’t define our worth or potential. However, Beauvoir doesn’t shy away from the social challenges. She introduces the concept of « social death, » where older adults, especially women, lose social roles and status. It can be more isolating and devastating than physical decline. La Vieillesse criticizes these societal attitudes and the ageism that depreciates older women’s contributions. It encourages them to defy societal expectations. By confronting the fear of aging head-on, Beauvoir offers a powerful message: aging can be a time of personal growth, reflection, and continued pursuit of passions. This text remains relevant today, challenging us to create a society that respects all people regardless of age and views aging as a positive and empowering experience.  

Methodology: 

The methodology for this research article involved using various online resources such as academic articles, studies, and online videos. Additionally, we conducted interviews with two women who are 27 and 28 years old and reside in the United States, aiming to inquire about their perspectives and experiences as women who knew life before and after the emergence of social media.

We chose to interview women who could provide diverse insights and experiences relevant to the demographic of 18 to 35-year-olds in the United States. Both of these women grew up surrounded by other women in their entourage, further enriching their understanding of societal dynamics and personal experiences. 

Social pressure: 

Humans have always lived together in society, reaping numerous benefits such as exchanging ideas and cultivating important qualities like tolerance for different beliefs and customs. However, residing within a societal framework subjects individuals to certain social pressures that dictate behavioral norms. In the United States, several factors amplify these pressures, notably the pervasive influence of social media. According to a study by Statista made on January 10th, 2024 [15], 88% of young women use Instagram, and 60% use TikTok. Moreover, in the United States of America, 67% of young women between the ages of 18 and 19 use TikTok, constituting two-thirds of the country’s users in 2022. It is unsurprising that social media significantly influences young women’s self-worth, as 73% have reported that their low self-esteem was impacted by social media. Platforms like Instagram, TikTok, or Tumblr exert such pressure that they compel individuals to conform to expectations and norms, incessantly dictating the pursuit of youthfulness to cater to the so-called « male gaze » and adhere to societal standards of desirability. In the United States, pervasive social pressure persists to maintain a youthful appearance due to the cultural association of youth with beauty, which in turn is linked to an individual’s value. Research confirms that women endure harsher judgment for their appearance [17], a reality that can detrimentally affect their job opportunities, income, and overall well-being. Society perpetuates the notion that a woman’s self-fulfillment holds lesser value compared to her youth. This pressure is exacerbated by social media, where numerous influencers promote skincare routines aimed at minimizing wrinkles, often beginning as early as their twenties with products like retinol. Our interview with Josie, a 27-year-old woman residing in the United States, shed light on this topic. In her younger years, Josie embraced the concept of aging with optimism, viewing it as an exciting journey into adulthood. She experienced the onset of puberty at the age of 10 and maintained a similar appearance throughout her early twenties, leading her to entertain the notion that she would retain this appearance indefinitely, despite the awareness that such a belief was unrealistic. Towards the end of high school, she observed a trend where individuals garnered followers on platforms like Vine during the early 2010s not solely based on their opinions but primarily due to their perceived physical attractiveness. In her youth, she held a belief in her immortality, envisioning perpetual youthfulness as her destiny. Yet, encounters with younger individuals on social media, proudly showcasing their achievements or flaunting greater physical beauty, acted as a poignant reminder of the inexorable passage of time and her journey through the aging process. However, following her 25th birthday, she began experiencing anxiety over noticeable changes in her facial appearance, particularly the emergence of lines under her eyes that had not been present before. This newfound awareness triggered significant distress, as she grappled with the pressure to maintain a youthful visage and remain current with prevailing beauty trends. She expressed feeling compelled to preserve her youthful appearance, fearing that failing to do so would result in standing out amidst a cultural landscape where the pursuit of eternal youth is ubiquitous. Consequently, like many others, she endeavors to prolong her youthfulness through the diligent use of various skincare products, and makeup applications, and even resorting to procedures such as Botox or other surgical interventions.  Injections have increased by 28% between 2010 and 2017 among 20-29 year-olds according to the American Society of Plastic Surgeons 

During our interview, we delved into the phenomenon of social capital creation on platforms like Instagram, where individuals garner admiration and approval solely based on their physical appearance, perpetuating a culture where beauty becomes a currency. We also had the opportunity to interview another woman, aged 28, whose responses echoed the sentiments expressed. In confronting the aging process, she emphasized her focus on health over appearance. She further highlighted the relentless messaging in our society that deems aging unacceptable, recounting instances where women have gone to extreme lengths to defy the natural aging process. This underscores the promotion of unrealistic aesthetic ideals and the pressure to conform to narrowly defined standards of beauty perpetuated by social media. Additionally, the increased time spent online or on social media platforms can have detrimental effects on body image, exacerbating feelings of inadequacy and dissatisfaction with one’s appearance. Youth is the ultimate goal, and very convenient for the industry, because it is an impossible goal.  We can see that with the fact that overall 28% of women under 25 admit they regularly worry about their signs of aging and 42% of women between 25 and 24 years old admit the same thing [5]. The fight against aging is starting younger and younger these days and young women are more and more scared to look older. Women between 18 and 24 years old first tried anti-aging products when they were just 19 [5]. For comparison, 42% of women between 25 and 34 years old say they “regularly” worry about their signs of aging [17], and a quarter of women under 25 say the same [17]. 

 The rise of influencer culture has contributed significantly to the perpetuation of idealized beauty standards on social media platforms. Influencers, often selected for their adherence to conventional beauty norms, curate content that showcases lifestyles and appearances deemed aspirational. In our interview with Josie, a 27-year-old woman residing in the United States, she shared with us that she feels that there is a certain culture based on consumerism, buying the latest clothing/trends, dressing like everybody else, “dress like cool people” most of the time these ideas are often shared by influencers on social media and gives unrealistic expectations of your life should be like. 42% of beauty product buyers (aged 18-24) are inspired to buy beauty products through social media because it was given by a public figure [16], this shows that social media has a big impact on the lives of women, the need to have everything we see is perpetuated by loads of sponsored content that are not often reliable. This curated content not only sets unrealistic standards but also reinforces stereotypes regarding body image, for example, the fact that fat women are considered unattractive and that skinny women are deemed more attractive, regarding the matter of race, there is a big issue about the fact that people of color are not included in the beauty community, lack of shades for darker women in the makeup industry and less representation for them. According to a study published in the journal Computers in Human Behavior, exposure to idealized images on Instagram was associated with increased body dissatisfaction and decreased self-esteem among young women (Fardouly, 2015). 58% of women aged 18 to 34 feel bad about themselves after spending time on social media. Furthermore, research conducted by the University of Birmingham found that young women who frequently engaged with appearance-related content on social media reported higher levels of body surveillance and internalization of beauty ideals, which would lead to bigger problems among them like eating disorders and social anxiety. (Tiggemann & Slater, 2014). For example in our interview with Josie, she stated that she started to feel bad about herself and how she wasn’t very skinny, didn’t look very beautiful, didn’t have successful things like a “nice house” because of comparison and she got addicted to it. She felt a sort of need to have a better lifestyle because in social media everything felt perfect even though the reality is far from being perfect. A University of Southern California study found that women who use social media for more than two hours a day are more likely to be depressed and suffer from low self-esteem [16].

Integration of advertisements/ sponsored content into social media:

The integration of advertisements into social media feeds has blurred the boundaries between authentic content and sponsored promotions, further reinforcing beauty ideals linked to consumerism. According to a survey conducted by the American Academy of Facial Plastic and Reconstructive Surgery (AAFPRS), 72% of facial plastic surgeons reported an increase in cosmetic surgery or injectable treatments requested by patients under 30, attributing this rise to social media and the desire to emulate filtered and edited appearances seen online (AAFPRS, 2018). Additionally, a study published in the Journal of Advertising found that exposure to beauty advertisements on social media was positively correlated with appearance-related concerns and intentions to use cosmetic procedures among young women (Tiggemann & Schofield, 2015). This content not only has done big damage to the way women view themselves but also has brought up other issues such as the lack of original content, content that doesn’t stigmatize the appearance of women, that doesn’t perpetuate ideals, that on the contrary brings women together and makes aging look beautiful, we asked Josie if she had encountered any positive portrayals of aging women on social media and she responded that she gets more content of older women in their 60s/70s on social media that are often showcasing their gray hair and wrinkly skin but in a healthy way because they seem to enjoy their lives and feel confident no matter what the standards are as older women. As for the public figures, another woman that we interviewed stated that she had seen photos of Sarah Jessica Parker, Jodie Foster, and others in posts praising the natural aging process they’ve embraced. 

Filters and editing tools:

The widespread availability of filters and editing tools on social media platforms has contributed to the normalization of digitally altered images, perpetuating unattainable beauty standards. 90% of women declare using filters or editing tools for their photos before posting to even out their skin tone, reshape their jaw or nose, shave off weight, brighten or bronze their skin, or whiten their teeth. Young women in the study also described regularly seeing advertisements or push notifications for cosmetic procedures particularly for teeth whitening, lip fillers, and surgery to enhance face and body features. Research published in the journal JAMA Facial Plastic Surgery found that selfies taken with filters were associated with increased requests for cosmetic surgery procedures, particularly among young patients seeking to achieve the same perfected appearance as seen on social media (Ward et al., 2019). Moreover, a study conducted by the University of York revealed that exposure to heavily edited images on social media platforms led to decreased body satisfaction and increased appearance comparison among users (Fardouly et al., 2018).

Societal impact and negative body image:

 The impact of social media on beauty standards showcases not only individual perceptions but also societal attitudes and behaviors, particularly among vulnerable demographics such as adolescents and young adults. Research conducted by the National Eating Disorders Association (NEDA) in 2020 sheds light on the profound influence of social media on the self-esteem and body image of Generation Z. The study revealed that 68% of Gen Z reported a direct impact of social media on their self-esteem and body image. This statistic underscores the pervasive nature of social media’s influence on shaping perceptions of beauty and self-worth among today’s youth.

Moreover, a study published in the Journal of Youth and Adolescence, conducted by Cohen et al. in 2019, further studies the effects of appearance-focused social media content on young women. The research found that the women who frequently engaged with such content experienced elevated levels of body dissatisfaction and a heightened drive for thinness. In our interview with Jocie, she shared that she tried many diets and that social media would put pressure on her to change her body to be considered more attractive. These findings highlight the significant implications of social media on mental health and well-being, particularly among impressionable youth who are navigating the complexities of self-identity and societal pressures.

The juxtaposition of these studies underscores the urgency of addressing the pervasive influence of social media on beauty standards and its profound impact on vulnerable demographics. As adolescents and young adults increasingly turn to social media for validation and self-expression, it is imperative to recognize and mitigate the adverse effects of unrealistic beauty ideals perpetuated by these platforms. By fostering a culture that promotes diversity, authenticity, and positive body image, we can empower young individuals to navigate social media more healthily and cultivate a sense of self-worth that transcends physical appearance.

Conclusion:

The pervasive influence of social media on beauty standards, particularly among young women, has led to a concerning decline in self-esteem and heightened anxieties related to aging. The emergence of influencer culture, integrated advertisements, and the widespread use of filters and editing tools have created an environment where unrealistic beauty ideals are normalized and perpetuated. This pressure to conform to narrow standards of beauty has significant societal implications, contributing to body dissatisfaction, low self-esteem, and even mental health issues among vulnerable demographics. While social media offers platforms for self-expression and connection, its impact on beauty standards underscores the importance of promoting diversity, authenticity, and positive body image. Addressing these issues requires a collective effort to challenge societal norms, prioritize self-acceptance, and foster a culture that celebrates individuality and embraces the natural process of aging. It’s imperative to empower individuals, especially young women, to resist the pressures of unrealistic beauty standards and cultivate a sense of self-worth that transcends physical appearance. By fostering a more inclusive and compassionate digital landscape, we can mitigate the detrimental effects of social media on body image and promote healthier attitudes towards aging and beauty.