Older Women Are Varied and Individual: Rethinking Ageing 2026

Older women are as varied and individual as we have ever been, and that fact challenges the dominant narrative that ageing is just another self-improvement project. Jo Brand’s recent reflections on approaching 70, in which she rejected the pressure to constantly exercise and reinvent herself, struck a chord with many. As a 69-year-old psychologist researching later life, I see how the relentless advice to ‘age well’ can make growing older feel like a job we are expected to perform.

The Pressure to Age ‘Successfully’

We are bombarded with messages about ageing positively, ageing successfully, and staying productive. We are told to exercise more, eat better, find our purpose, and keep reinventing ourselves. Much of this advice is well intentioned, but collectively it can turn ageing into a competition.

Of course, looking after our health matters. But we should not have to demonstrate that we are making the most of every remaining year. Ageing isn’t a test to pass or a project to complete.

Older Women Are Not a Monolith

Brand’s comments about older women being treated as though they are all alike resonated deeply. We are as varied, contradictory, and individual as we have ever been. Some of us want adventure; others crave a quieter life. Some are still working; others are delighted to have left employment behind.

Our feelings about ageing can also change from one day to the next. One day we might feel energetic and optimistic; the next, we might feel grumpy and less adventurous. That is normal and human.

Why Individuality Matters in Later Life

Recognising the diversity among older women is essential for well-being. When we assume all older women are the same, we overlook their unique histories, preferences, and needs. This can lead to inappropriate products, services, and even social policies.

Instead, we should celebrate the full spectrum of ageing experiences. Some women embrace new hobbies and travel; others find joy in solitude and reflection. Neither is better than the other.

The Cost of Constant Self-Improvement

The pressure to constantly improve can be exhausting. It leaves little room for simply being. Brand’s refreshing honesty about not feeling obliged to turn ageing into another self-improvement project is a reminder that we can be angry, grumpy, and less adventurous and still enjoy life.

This doesn’t mean giving up on health or growth. It means rejecting the idea that we must always be striving. There is value in acceptance and contentment.

Embracing a Realistic View of Ageing

A realistic view of ageing acknowledges both its challenges and its freedoms. It recognises that energy levels fluctuate, that priorities shift, and that what brings fulfilment can change over time.

As a psychologist, I encourage older women to define ageing on their own terms. Whether that means pursuing adventure or enjoying a quieter life, the key is to honour your own preferences rather than external expectations.

• Ageing is not a competition or a self-improvement project.
• Older women are diverse in their desires, activities, and emotions.
• Health matters, but so does accepting limitations and changing priorities.
• Reject the pressure to constantly reinvent yourself.
• Embrace individuality and allow yourself to simply be.

What the Research Says

Research on ageing often focuses on successful ageing, which emphasises physical and cognitive function, social engagement, and productivity. While these are important, this framework can inadvertently stigmatise those who do not meet these standards.

Studies show that older adults who feel pressured to meet societal expectations of ageing may experience higher stress and lower well-being. In contrast, those who accept their ageing process and focus on personal goals report greater satisfaction. The background to this story is set out in Rethinking Aging: How Kairos Time Changes Our View of Getting Old. A related thread runs through Well-Known Individual Loses Injunction Bid Against Guardian and ITN. Earlier coverage in This Mom Dresses Up in Amazing Cosplay to Represent Older Women Characters shows how the argument developed.

Redefining What It Means to Age Well

Perhaps it’s time to redefine ageing well. Instead of a checklist of achievements, ageing well could mean living authentically, whatever that looks like for each person. It could mean allowing yourself to be grumpy sometimes, to slow down, or to change your mind. A closer look at the same subject appears in UK Healthy Life Expectancy Crisis: Lessons from Ageing Nations. Anyone following the wider picture can start with Anti-Ageing Is Anti-Life: Why Longevity Culture Harms Us. The same theme surfaces in Elderly: latest articles, which takes a different angle.

Brand’s interview is appealing because it gives permission to be real. It acknowledges that ageing is not always graceful or positive, and that’s okay. Context on how this played out before sits in NHS Birth Centre Closures: A Shocking Denial of Women's Rights.

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