Recent polls of Monster Canada users have shown that a significant number of people believe that ageism a factor in hiring decisions, and that having some work done on their appearance will improve their career potential.
Is it any wonder Canadians are demanding more cosmetic procedures?
While Statistics Canada doesn’t track data on cosmetic surgery, according to a 2004 survey by Medicard (the most recent of its kind), cosmetic enhancement procedures in Canada rose by 24.6 per cent in just one year, with surgical facelifts growing by 52 per cent. From 2003 to 2004, non-surgical facelifts increased by more than 300 per cent.
Medicard, a Canadian credit agency for cosmetic surgery, reported that 87 per cent of all cosmetic surgery-seeking patients are between the ages of 35 and 50. Ontario leads the country with 42 per cent of all cosmetic procedures performed, followed by B.C. at 26 per cent, Alberta at 11 per cent, and the rest of Canada with a combined 20 per cent.
In 2003, Ontarians spent $180 million on cosmetic surgery – nearly half of the total amount spent across the country.
Injectable collagen fillers, Botox, and laser treatments are becoming so popular, cosmetic surgeons can’t keep up.
Why the increase?
Attitudes toward aging have begun to change. In the AC Nielsen Global Omnibus survey “Canadian Consumer Attitudes Toward Aging,” conducted in November 2006, most Canadian respondents agreed that “the 40s were the new 30s.” More than half of those surveyed were also sure that “the 60s were the new middle age.”
Similar to international respondents, Canadians expressed a strong interest in maintaining youthful attitudes, and 20 per cent would consider cosmetic surgery when they’re older.
With mandatory retirement gone and baby boomers still clinging to their jobs, there’s motivation for this generation in particular to keep up a more youthful image.
According to Medicard’s report, over the past decade the market has undergone dramatic change.
“Technology improved and opened the doors to the growth in cosmetic enhancement treatments. What was once considered unacceptable has become an expectation for the ageing population and the demand for cosmetic and corrective treatments for a new set of patients is evidence of this.”
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