ABSTRACT
Introduction The process of aging cannot be understood merely in biological terms but must be seen as a complex social and psychological phenomenon where biology, psychology and culture all play a part in constituting the meaning of ‘growing old’.1
Accordingly, aging research does not focus exclusively on lack, disengagement and disability, topics that have been traditionally associated with old age. A modern research area is the investigation of the positive identity of the healthy, economically secure ‘third age’ retirement generation.2-4 Aged individuals give meaning to their life situation in a variety of ways, and we see a variety of different cultures of aging.3,5 Lifestyle analyses and research on consumerism is one way to understand the creation of identity in modern culture.6,7 Anti-aging strategies and products show clearly how the desire to maintain control and ward off a negative self-image are important aspects of the creation of post-retirement identity.8,9 Retired people in Western society today often have good enough health and economic resources to be able to pursue leisure activities which had not been possible for earlier generations. Taking care of one’s body plays an important part in this self-creating project and many consumer activities are directed towards taking care of the body in order to achieve a sense of wellbeing, self-confidence and self-realisation.10-12
