Those pressures have been carefully packaged by the beauty and cosmetics industries, which are looking at younger and younger customers and changing expectations about what a person looks like at 30, 40, 50 and beyond in the process.
Some dermatologists promote “baby Botox” or “prejuvenation” procedures, which have gained popularity among clients in their 20s and 30s. Skin care companies are targeting even younger demographics: According to an article in The Wall Street Journal, Bubble Skincare, a company that sells moisturizers and brightening eye creams, works with about 2,000 13- and 14-year-old youth ambassadors. .
Although Generation Z may be especially ambushed by this marketing and social media messaging, dealing with aging and ageism (even when you're in your 20s) is nothing new, said Sari Botton, 58, editor of Oldster Magazine, a digital publication about aging. She wondered if Gen Z's moment of sensitivity around aging might have less to do with their appearance and more to do with their anxiety about the next phase of adulthood.
“I think it's probably because of the old quarter-life crisis and the realization that they're going to have to make some big adult decisions that they're going to have to live with,” Ms. Botton said.
As they age, members of Generation Z will also have to let go of youth as a core part of their identity, said Howlett, whose video about looking older than 26 sparked more than 60,000 comments. He thinks Gen Z's fear of aging is accompanied by insecurity about what comes next. “Gen Z is very concerned about turning 30, that time when you're supposed to have everything ready,” he said.
These insecurities are old, but they are increasingly being processed in front of millions of viewers.
“Anxiety about aging often took place in the privacy of your own home or perhaps with a very close friend or family member,” Professor Engeln said. “Now it happens on TikTok, with an audience.”
