Embracing Ageing: Why Content Creators Need to Show Up for Every Season of Life

There’s a growing gap in the content we see online. While everyone’s chasing trends and trying to stay youthful, fewer creators are sharing what it actually looks like to grow older. Where are the posts about the realities of being in your 30s? How do you build a credit score? What’s the process of buying your first home? What does ageing with purpose and honesty actually look like?

Youth culture is vibrant and exciting, and there’s nothing wrong with enjoying it. But not everyone is 21, and not everyone wants to be. We need more content that reflects the full spectrum of life. Constantly trying to stay youthful can become performative and exhausting. It creates pressure, not inspiration.

We need to talk about the growing pains

There’s so much value in content that focuses on real experiences. Building financial literacy, navigating work-life balance, understanding mental health as you age, learning how to build long-term relationships, and letting go of the pressure to constantly reinvent yourself – these are things many people are dealing with, but hardly anyone is speaking about openly.

The silence around ageing creates a false narrative. If all we see on our feeds are skincare routines to “stay young” and party vlogs, we miss the opportunity to have real conversations. Conversations about purpose, healing, identity shifts, and redefining success.

Ageing isn’t a loss – it’s a lesson

There is beauty in becoming. In growing into yourself. In unlearning and reimagining. And there’s also beauty in sharing those stories. Imagine if more creators posted about buying their first home and all the confusion that came with it. Or if there were more honest takes on career changes in your 30s, the challenges of fertility, or even managing burnout without glamorising hustle culture.

We need more voices that speak to the now, not the version of ourselves we used to be.

Let’s shift the narrative

Ageing isn’t something to hide. It’s something to honour. The stories of your 30s, 40s, 50s and beyond are just as valid, just as powerful, and just as needed as the stories told in your 20s.

We need creators who will show up as they are. Not to impress, but to connect. Not to pretend, but to build community through honesty.

Because influence should be about more than aesthetics. It should be about authenticity.

BAAB Media Group is here to support creators in telling these stories. Whether you're documenting your journey into adulthood, unpacking life in your 40s, or building a platform around meaningful experiences, we offer strategy, production and creative support to help you develop content that grows with you. It's time to embrace ageing and create with confidence. Let’s tell stories that reflect real life, at every stage.

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