What if Longevity Became Our New Horizon?

Trends Agency

What if longevity became our new horizon?

As part of our new NellyRodi Beauty study, Longevity Unlocked, we conducted 56 interviews with French female consumers under 30 to understand how they define and relate to longevity (one week, May 2025).

We are living in a time when medical progress pushes back the boundaries of human life every year. Driven by these advances, younger generations are developing a new ambition : to extend lifespan while preserving the vitality, freedom, and radiance of every single year. As a result, nine out of ten young people rank longevity as a top priority — a deep aspiration supported by four major, interconnected dynamics.

1. A new philosophy of life, first and foremost

For 68% of respondents, longevity is not a distant goal; it is a compass that guides their choices in food, work, and relationships. It is lived as the art of balancing body, mind, and social connections in a shared pursuit of autonomy.

“It’s extremely important to take care of both your inner and outer self if you want to live as long as possible,” says one participant.

In other words, living longer, yes — but above all, living in alignment: enjoyable exercise, conscious nutrition, a nourishing social circle. Every daily habit becomes a building block on the path to lasting vitality, and 100% of the young people surveyed say they feel concerned by the topic of longevity.

2. Fear of aging is mainly linked to physical aspects

Behind the ideal, anxiety remains: 55% of respondents admit feeling fear or anxiety about aging, a figure that rises to 77% among 26–30-year-olds. This concern is largely physical: 70% of the reasons mentioned relate to fears of physical decline, dependence, or loss of appearance.
“I’m afraid of aging, I see it as a form of decline,” admits one; “Aging is a negative word: wrinkles, sadness,” says another.
A striking paradox emerges: accepting the passage of time while simultaneously trying, at all costs, to contain it.

3. Preventing in order to control

In response to this anxiety, the approach becomes almost tactical: highly structured routines, tracking apps, mood journals, and virtual coaches.

100% of participants say they engage in at least one preventive action, and 94% describe themselves as being in a constant process of optimizing their longevity. Hydration, SPF, micronutrition, HIIT, deep sleep — the body becomes a continuous engineering project.

“I work out, I eat well, I apply cream morning and night,” summarizes one respondent. Self-control turns into ritual, and every biometric improvement becomes proof that time can — at least partly — be negotiated.

4. The amplifying role of social media

In the unfiltered mirror of Instagram and TikTok, aging seems to have no place: smoothing filters, “anti-aging” challenges, and ever-present influencers reinforce the pressure to remain “young even at 60.”
“Influencers, without hesitation,” says one participant when asked who fuels the anti-aging obsession. Another admits to “following an account that shares lots of product advice and routines.”

This constant staging of eternal youth establishes a norm of total control: avoiding wrinkles, delaying gray hair — aging is no longer a fate, but something to be optimized.

NellyRodi is a business and creative intelligence agency with offices in Paris, Tokyo and New York. The agency has become a name to be reckoned with internationally in the application of forward thinking to industry and the service sector. Our work requires a thorough grasp of contemporary society, specific business sectors and their dynamics, as well as qualified and quantified data. Armed with this knowledge, we assist brands, investment funds and collective organizations in matters relative to their strategic development, marketing, products/range, retail presence and digital ecosystem.