what does 50 mean now?

Since turning 50 at the end of 2017, I have been reflecting on this landmark age. Gone are the days when 50 was associated with cauliflower perms, varicose veins and bingo. Women over 50 today are juggling myriad accomplishments, responsibilities and interests with dexterity. What exactly does the term middle-aged mean anymore? Isn’t it simply obsolete? A report recently published by J. Walter Thompson Intelligence, London titled the” Elastic Generation”, has found that “Women in their 50s, 60s and early 70s are active, engaged and involved. Pillars of family, community and society, nothing they do is motivated by their age.”
                    
As a newly minted 50, I don't feel sad but grateful, for my enduring good health, energy and curiosity. In this, I am no different to most women of 50 plus, who are ageing in a way that is re-defining the term “middle-aged”.  We are the ageless generation who don’t define ourselves by numerical age. 

Today's 50-somethings are a vibrant and confident bunch - they defy menopausal stereotypes and adhere to the concept of Middle Youth rather than Middle Age. There is a blurring of boundaries between generations, that sees mother and daughters wearing the same clothes (aka age fluid dressing), listening to the same music and borrowing each other’s make up. Older women are shopping younger, staying active and presenting themselves as examples of what digital entrepreneur, Gina Pell, has christened, “Perennials” - ever blooming people who stay abreast of technology and popular culture, with friends across all generations.
 
Inspiration to stay active is provided by a myriad of accomplished women who have recently turned 50, including Robin Wright, Tilda Swinton, Julia Roberts and Michelle Obama. By 50, women have faced myriad life challenges, been knocked down and gotten back up multiple times and gained the wisdom to know that down is not out. We have also dismissed inhibitions in favour of self-esteem, and decided we don’t tolerate bullshit. There is a renewed sense of urgency as we realise that life is not a rehearsal: we need to prioritise our time and energy to achieve remaining goals. It’s a case of do it now or die disappointed.  

Julia Roberts on the cover of Elle at 50. Image courtesy of Elle, Canada.

Since the 1960s, Western culture has been in thrall to the allure of youth and beauty with older women notable by their absence from fashion, advertising and media. This is gradually changing as women of 50 plus are now featuring in advertising campaigns (Tilda Swinton for NARS), the leading roles in film and TV (Nicole Kidman in Big Little Lies and Lion) and executive roles in business (Dee Forbes at RTE).
 
 Increased life expectancy is informing more positive attitudes to middle age –  if Irish women of 50 today, can expect to live to 85, then 50 is still relatively young. TILDA, the Irish Longitudinal Study on Ageing being conducted by Trinity College is revealing new data about how Irish society is greying. Professor Rose Anne Kenny sees the study as contributing to making “ageing a better experience” for Irish people. The demographic changes that Irish society is facing in the next 30 years are unprecedented: by 2030, 1 in 5 people here will be over 65 and of the females born today, 50% are likely to live to 100 or beyond.  By then 50 will be positively youthful.  Her advice is “Exercise, exercise, exercise” as it “slows down the ageing process” and “reduces the likelihood of getting dementia”.  
 
Up to now Irish older people have been among the least healthy in Europe, so we need a “focused health policy on 50 plus” to ensure that longer life is accompanied by better quality of life. Professor Kenny also suggests that we need “an attitudinal change to ageing”, akin to the recent debate about gender, and that individuals need to take personal responsibility for their physical well-being as they age. 

Eva Berg of The Secret Pilates, looking amazing at 50.

Eva Berg, of the Secret Pilates studio, also maintains that exercise is vital for healthy ageing, with Pilates a “perfect form of exercise for women in their prime. Reformer Pilates helps you maintain a youthful slim figure with a tight defined waist, toned arms and a pert bottom. It keeps your everyday movement young and confident.”  Eva recently 50, claims that she felt “empowered turning 50” and asserts “I am more confident, opinionated, less fearful, quirkier and much wiser. I know myself now.”

50-something’s youthful attitude combined with more relaxed contemporary fashion, means there is little difference now between how a woman dresses at 30 and 50. Juliet Ledwidge of JUJU boutique, is ideally placed to observe how women navigate their 50s: “I would consider that women in their 50s are now younger, fitter and more vibrant than ever before. I know many beautiful and stylish 50-something women who have embraced their age with confidence and most importantly vitality. Beauty as we know comes from within and feeling comfortable in how you dress can help greatly. I would suggest investing in classic items and mixing them with key seasonal pieces. Collating a timeless elegant wardrobe is essential such as a great dress from Joseph, a tailored jacket from Theory, a silk blouse from Vince and great fitting jeans (our favourite are Citizens of Humanity). The simplest items are often the best, a classic cashmere or oversized white shirt.  Age does not have to define you. At the end of the day it’s only a number!

Juliet Ledwidge of JUJU boutique, who considers that women in their 50s are "now younger, fitter and more vibrant than ever before."

Despite advances in attitudes to ageing, women in the 50 plus demographic can still feel ill-represented in advertising. No intelligent woman wants to buy an anti-wrinkle cream endorsed by a dewy twenty-something. Twenty years ago, Isabella Rossellini, was fired as the face of Lancome in her 40s, whereas today Julia Roberts is their brand ambassador at 50. Encouragingly, Lancome have just brought Rossellini back on board in her 60s as the face of Lancôme Renergie Rosy Glow while here, beauty writer Laura Bermingham, was recently made a spokesperson for Olay, while stores such as Arnotts are featuring mature models like Olivia Tracey in their fashion shows.  Internationally, older female faces are now celebrated and grey hair considered stylish, with fashion stars like Lyn Slater (65), Linda Rodin (67), Inès de La Fressange (60) and Alyson Walsh (54) exploring their experiences of positive ageing while remaining defiantly stylish.  

Olivia Tracey. Image courtesy of Morgan The Agency.

Women over 50 do not yearn to be 25 again -  but they do want to stay looking and feeling their very best, for as long as possible. They want portrayals in media that show them as independent, intelligent and resourceful. The want information and advice that is pertinent to them and not relentless features about Botox and re-capturing their lost youth.
 
Advice that I would offer personally? Skillful use of make-up and a great haircut can erase a decade and help combat a paler complexion and lighter hair. Embracing colour is vitally important: it is life affirming and adds radiance to boost confidence and visibility. Stay active and focus on posture, try new experiences outside your comfort zone, have regular check-ups (smears and breast tests), watch your oral health, drink less alcohol, limit sugar, eat lots of Omega 3 fats, nourish your skin (always wear sunscreen), maintain your sexual spark and count your blessings.    
 
 We cannot micro-manage all the biological and environmental components that shape our ageing process but we can help to determine our later life by adapting good habits. Getting older is a privilege. It is vital to stay curious and creative, to remain defiantly fabulous and reject the tired stereotypes.  In that vein, we can embrace the sentiments of Susan Sarandon (70): “When you are younger, you want to be perfect, but later you learn that perfect isn’t really that interesting.”