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SeniorTrade Founder Nancy Griffin Launches #ExposeAgeism Movement

Updated: Apr 4, 2023

Progressive Skincare & Beauty Companies take the pledge to promote positive aging and eliminate the phrase anti-aging from product descriptions & marketing by 2025.


Nancy Griffin, SeniorTrade founder and host of the Glowing Older podcast, is pleased to announce the launch of #ExposeAgeism, a movement to create awareness about ageism in the spa, wellness and beauty industries. Since the movement’s introduction at the beginning of March 2023, a dozen companies from the across the globe have taken the pledge to promote positive aging. Efforts include representation of older adults in Diversity, Equity, and Inclusion (DEI) programs, and eliminating the phrase “anti-aging” in product descriptions and marketing by 2025.


“As host of the Glowing Older podcast, I have interviewed 130 experts who agree ageism is one of the biggest issues standing in the way of aging well.


"The founding companies immediately resonated with #ExposeAgeism’s mission, responding with comments like, ‘It’s about time,” and “We can do better,” said Griffin, who has 30 years of experience in the spa and wellness industry.


Founding companies:


Research by Yale University finds older individuals with more positive self-perceptions of aging lived 7.5 years longer and experience higher quality of life than those with less positive self-perceptions of aging. #ExposeAgeism targets the phrase “anti-aging” in particular for its contribution to negative perceptions of growing older. With the goal of eliminating the phrase by 2025, companies are able to take steps to change packaging and marketing materials in stages. The “anti anti-aging” movement is gaining momentum as people of all ages and gender identities realize the futility of seeking the fountain of youth.


“This is a cause that my company has been committed to since inception. We’re very happy to be part of the #ExposeAgeism movement and look forward to disrupting the conversation around this important topic,” said Pietro Simone, Founder of Pietro SimoneSkincare.


“We couldn’t be more excited to be a founding partner. The mission to honor every stage of life is not only empowering, but necessary. As a society we get caught up with false narratives of perfectionism; joining hands with like-minded companies to change that narrative is not only our honor as a beauty brand, but also our responsibility,” said Shelby Isaacson, Director of Marketing & Brand Development for LaFlore Live Probiotic Skincare.


Wellness and beauty influencer Jennifer Walsh has this to say. “Anti-aging is an antiquated phrase that marginalizes women and creates a fear mentality of getting older. Women should not be taught to fear aging, as it is a gift to do so. If beauty and wellness is all about embracing life and living life to the fullest, that does not equate to anti-aging which is no longer living.”


Spa, wellness, and beauty companies can join the movement at ExposeAgeism.com.


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