Results of a survey conducted by Olay Philippines revealed that Filipinas in their late 20s, 30s or even 40s are often burdened by society’s expectations of them. These expectations range widely from what these women should be doing to who they should be. These unfair “age-pectations” about their behavior, career and marital status, with accompanying negative comments about their looks, leave Filipinas feeling constantly judged and labeled.
The survey further showed that 69% of women aged 30-39 years old are afraid of the expectations they know will come with aging. About 91% of Filipinas in the same age bracket also receive mean and negative comments about their age.
Another finding is that 83% of Filipinas are pressured to get married by the time they are in their 30s, while 93% of them feel the pressure to be financially independent around that age as well.
Olay genuinely knows the strain these expectations can bring at every point in these women’s lives and encourages them to live their lives in their own terms, no matter their age, through its new campaign #FearlessAtAnyAge. Through this campaign, Olay wants women to know that no unfair expectation and no age label can limit them or stand in the way of what they want to do or who they want to be.
“I can personally identify with the challenges that many women face on their own personal journeys”, says Chandana Sunder, Olay Philippines Country Leader at Procter & Gamble. “We want women to realize that age is just a number and should not dictate what they can and cannot do. At Olay, we want to encourage women to live life fearless of ageing and any societal expectations that come with it, to not feel restricted by what’s expected of them at a certain age, or limited by what is deemed right ‘at your age’.”
The #FearlessAtAnyAge campaign video entitled 30! So What? captures the life lessons of a woman being fearless while on the brink of a major change in her life. Everyone around her expects her to have an established career by this time, but she defies all odds and pursues her own dreams.
Olay is committed to encouraging women to overcome these societal expectations and live their life regardless of their age. Join the Olay movement today by sharing the video and your own personal story on social media with the hashtags #FearlessAtAnyAge and #Olay to let other women know that age is really just a number.