Episode Details

Welcome to Too Young to be Old podcast, hosted by the Queen of Jeans Diane Gilman. In this episode, Diane is joined by guest Dara Goldberg, a proaging aging guru. Together, they delve into the need for champions of midlife and discuss the representation of older women in the media. They explore how women can ensure their voices are heard, the difference between anti-aging and pro-aging perspectives, and the importance of showcasing both the positive and negative aspects of aging. 

The Need for champions of midlife

Diane emphasizes the importance of champions for midlife, highlighting Dara as an example. They discuss the prevailing notion that growth stops in midlife and question why this belief is perpetuated.

Older women making the headlines

Diane shares examples of mature women making headlines, such as Martha Stewart and May Musk gracing magazine covers, and Michelle Yao and Jamie Lee Curtis receiving awards in the film industry. Dara expresses excitement about these stories. 

How women can make sure their voices are heard

Diane asks Dara how women can make their voices heard, particularly in the beauty industry. Dara emphasizes that women over 50 constitute 70% of the consumer segment, giving them the power to influence brands through their purchasing choices. She encourages women to reach out to brands using "anti-aging" messaging and advocate for products that embrace the aging process instead.

Anti-aging versus pro-aging

Dara introduces her "ProAge beauty brand guide" (updated version will be available soon) that features brands promoting a pro-aging message instead of anti-aging. She believes brands should focus on helping individuals feel beautiful at any age, rather than trying to prevent aging altogether. Dara stresses that everyone's journey and beauty rituals should be respected, as long as individuals feel empowered to make their own choices.

"I Look My Age"

Dara discusses the social media campaign #Ilookmyage, which is a collaboration between Ageism is Never in Style (@ageismisneverinstyle) and The Centre for Ageing Better (@ageing_better), to help dispel the stereotypes that there is a certain 'look' to any given age. They emphasize the importance of being your own cheerleader and celebrating the positive aspects of aging.

The importance of showing the good as well as the bad parts of aging in the media

Dara points out that society tends to focus on the negative aspects of aging in the media, neglecting the positive aspects. Diane shares her perspective that this is the most magical time of her life. 

Brands need to be authentic and respectful

Dara emphasizes the need for brands to be authentic when targeting mature women, acknowledging that they require different products and approaches than other age segments. She advises women to provide feedback to brands that adopt an inauthentic approach and express their preferences for genuine representation. They discuss how The Body Shop changed the name of their mature collection Drops of Youth to Edelweiss due to pushback from older women.

Dara's final message

Dara's final words encourage all women to appreciate the beauty of getting older, asserting that this is a time when women can live by their own rules and embrace their wisdom. She believes it is crucial to pass on this mindset to future generations of women.

Dara’s details

Instagram: @daradoesmidlife

Connect with Diane

Facebook, Instagram, Tiktok and Youtube: @thedianegilman