Graywashing

Graywashing, is defined as “the act of misleading consumers regarding any purported age-associated benefits of a product or service.” For example; an advertising campaign that promotes the idea that by using a particular product an older adult will become vivacious because of its special qualities, when in fact it is a routine product with the only difference being the color of the packaging. There are of course an endless number of ads across the media spectrum that target older adults with claims that are very questionable. Many of the messages that the older adult hears is that if you are not youthful you need to be fixed and the fix is outside of yourself.

However there are far more insidious and demeaning effects from these sophisticated advertising campaigns. Graywashing creates a diminishing backwash by minimizing the older adult’s value. It is an assault on self-esteem and the feelings of self-worth. Just last week I received an E-Newsletter from my Medicare Insurance Provider, which probably some of you received as well. The E-Newsletters’ topic for the month was about being happy. Below is the banner that appeared on the top of the page as an introduction to the topic on happiness. As reproduced the Banner was highlighted with a bold blue graphic as follows;

   challenge Yourself:  

Blow some bubbles.

“Relive some of the fun of childhood and pick some bubble liquid at your Local dollar store or other retailer. Work on taking deep breaths in, filling your Lungs with lots of oxygen, and blowing it back out. See what kinds of pretty (and temporary) artwork you can make in the air. Better yet, invite a friend of any age to join you and share some happiness.”

Looks good except when you read the text: Really…..work on taking deep breaths in….of all things … oxygen? Create some artwork…… and by the way……pretty…… is………… “temporary”! What…. share some happiness …..seriously?   Did a young copywriter who thinks that older people are easily entertained and mostly feeble author this? Or did an older adult with a very pessimistic view of the future prepare this copy? Apparently this is how they think older adults discover and experience emotions.

Hence for those of us on Medicare, what exactly is the message of this Banner? Is this sincerely meant to be a physical challenge? To me driving to and shopping in a store for the bubble liquid would be far more challenging. Or is this about being creative and imaginative? I was unaware that blowing bubbles constituted artwork, and if I were that aware, would I not know bubble art is only temporary? Finally is this about playfulness … maybe so; but if I invited someone to blow .. bubbles while offering them this same advice, would they ever visit again? Positioning this activity as a personal challenge underscores the fallacy of stereotyping older adults: that we are easily entertained, that our expectations of what can be achieved are so low and that we are physically and mentally incapable of any serious and lasting goals.

Aging does not preclude one’s interest in engaging in meaningful life’s task. Ashley Montagu a renowned Cultural Anthropologist definition of health is, “the ability to love, to work, to play and to think soundly.” These are ageless activities and it is within this framework that one finds feelings of self worth and the desire to provide service to others. It is probable that it is within this context we become awash in happiness.

According to Montagu, scientific data supports the concept of “Neoteny”; meaning that we humans are not meant to grow old but to grow young.   We are in a “developmental process” our entire lives. As like a child, older adults remain inquisitive, adventurous, creative, playful and physically active. This may be why sometimes when we look in the mirror and do not recognize that person looking back at us, it is because the person that we know internally speaks to the spirit that has always been within us and is unchangeable. Unquestionably, outwardly our features mature but inwardly our light is strong and does not dim.

For marketers or anyone else to suggest that older adult’s life challenges and emotions are so inconsequential that it can be bottled in bubbles, is offensive. Each and every day we older adults are uniquely situated to craft meaning into our lives and those we touch. It is the tapestry of spiritual wealth and love that offers us the best opportunity to write our own story and to imprint an indelible fingerprint that improves the future. This my friends, is a healthier and permanent brand of graywashing.