New sex for old: lifestyle, consumerism, and the ethics of aging well

This article explores the convergence of consumer society and professional expertise in reinventing notions of maturity, aging, lifecourse, and senior citizenry. As positive ideals of aging buoyed by health agendas around independence, well being, and mobility replace negative stereotypes of decline and dependency, market and lifestyle industries create an idealized culture of “ageless” consumers and active populations. In relation to this culture, this article raises two issues. First, how are consumer ethics associated with choice, risk management, and self-care built into new identities around the aging body? Second, how have sexuality in general and new concepts of sexual “function” in particular emerged as pivotal concerns for rehabilitating the aging body and negotiating successful lifestyles? These questions are explored through an analysis of health, sexological, and marketing materials directed at both men and women.