Responsible and Sustainable Beauty Consumption for Wellbeing of Older Adults

Research on ageing explains the coping patterns adopted by adults once they face a decline in their physical, financial, and social status with contemplation of life expectancy. In response to the changing global trends about longevity, healthy ageing, and wellbeing, the United Nations (UN) initiated this debate. They referred to it as the debate about the 2021-2030 decade of healthy ageing. Different from traditional disease-focused research, the field of healthy ageing has emerged as a significant area of therapeutic inquiry, offering science-based strategies for better management of wellbeing. Considering the gap highlighted from review of literature about the impact of healthy ageing trends in the era of social media and its impact on the consumption of beauty for subjective personal wellbeing by older consumers, a research model to be tested by future researchers is conceptualised. The overarching goal of this study was to study the influence of scientifically responsible and sustainable beauty products when offered to older consumers with perspective of socially responsible communications.