Immortality at a price: How the promise of delaying death has become a consumer marketing bonanza
LONDON, June 9 — Living forever has become the wellness and marketing trend of the 2020s. But cheating death — or at least delaying it — will come at a price.
What was once the domain of scientists and the uber rich is increasingly becoming a consumer product. Those pushing the idea, spearheaded by tech billionaire Bryan Johnson's 'Don't Die' movement, believe death isn't inevitable, but is a solvable problem.
The global longevity market — spanning gene therapies, anti-ageing drugs, diagnostics and wellness plans — is projected to hit US$610 billion (RM2.6 trillion) this year. At its core, the marketing of these products feeds off the age-old fear of mortality and the desire to stay young.
But while the marketing is reaching the masses, this is still very much a luxury product. Immortality is being sold as exclusive, aspirational and symbolic. It's not just about living longer — it's about signalling status, controlling biology and being your 'best future self'.
Tapping into long-held fears
What's known as 'terror management theory' puts forward the idea that humans and other animals have an instinctive drive for self-preservation. But humans are not only self-aware, they are also able to anticipate future outcomes — including the inevitability of death.
The messaging behind the push to extend life taps into this internal tension between knowledge of our own mortality and the self-preservation instinct. And to be fair, it is not a new phenomenon.
Cryonics — the preservation of bodies and brains at extremely low temperatures with the hope medical advancements will allow for their revival at some point in the future — was first popularised in Robert Ettinger's 1962 book The Prospect of Immortality.
Since then, the super-rich have invested in various companies promising to preserve their bodies for some unknown future date. It now costs US$200,000 to freeze your body, or US$80,000 for just your brain.
What's truly new is how death is being marketed — not as fate, but as a flaw. Longevity isn't just about living longer; it's about turning mortality into a design problem, something to delay, manage and eventually solve.
'Biohacking' sells the idea that with the right data, tools and discipline, you can upgrade your biology — and become your best, most future-proof self.
This pitch targets high-income consumers aged 30 to 60, people already fluent in the language of optimisation — a mindset focused on maximising performance, productivity and longevity through data.
The brands behind the living forever movement sell control, optimisation and elite identity. Ageing becomes a personal failure. Anti-ageing is self-discipline. Consumers are cast as CEOs of their own health — tracking sleep, fixing their gut and taking supplements.
From biohacks to consumer branding
There are now more than 700 companies working in the longevity market. Startups such as Elysium Health and Human Longevity Inc. offer DNA testing, supplements and personalised health plans.
These aren't medical treatments — they're sold as tools to age 'smarter' or 'slower' and are pitched with the language of control over what once might have seemed uncontrollable.
Don't Die's Bryan Johnson spends over US$2 million annually on his personal anti-ageing experiment.
But the real pitch is to consumers: buy back time, one premium subscription at a time. Johnson's company Blueprint offers diagnostics, supplements and exercise routines bundled into monthly plans starting at US$333 and climbing to over US$1,600.
Longevity products promise more than health. They promise time, control and even immortality. But the quest to live forever, or at least a lot longer, raises moral and ethical questions about who benefits, and what kind of world is being created.
Without thoughtful oversight, these technologies risk becoming tools of exclusion, not progress. Because if time becomes a product, not everyone will get to check out at the same counter.
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Malay Mail
6 hours ago
- Malay Mail
Immortality at a price: How the promise of delaying death has become a consumer marketing bonanza
LONDON, June 9 — Living forever has become the wellness and marketing trend of the 2020s. But cheating death — or at least delaying it — will come at a price. What was once the domain of scientists and the uber rich is increasingly becoming a consumer product. Those pushing the idea, spearheaded by tech billionaire Bryan Johnson's 'Don't Die' movement, believe death isn't inevitable, but is a solvable problem. The global longevity market — spanning gene therapies, anti-ageing drugs, diagnostics and wellness plans — is projected to hit US$610 billion (RM2.6 trillion) this year. At its core, the marketing of these products feeds off the age-old fear of mortality and the desire to stay young. But while the marketing is reaching the masses, this is still very much a luxury product. Immortality is being sold as exclusive, aspirational and symbolic. It's not just about living longer — it's about signalling status, controlling biology and being your 'best future self'. Tapping into long-held fears What's known as 'terror management theory' puts forward the idea that humans and other animals have an instinctive drive for self-preservation. But humans are not only self-aware, they are also able to anticipate future outcomes — including the inevitability of death. The messaging behind the push to extend life taps into this internal tension between knowledge of our own mortality and the self-preservation instinct. And to be fair, it is not a new phenomenon. Cryonics — the preservation of bodies and brains at extremely low temperatures with the hope medical advancements will allow for their revival at some point in the future — was first popularised in Robert Ettinger's 1962 book The Prospect of Immortality. Since then, the super-rich have invested in various companies promising to preserve their bodies for some unknown future date. It now costs US$200,000 to freeze your body, or US$80,000 for just your brain. What's truly new is how death is being marketed — not as fate, but as a flaw. Longevity isn't just about living longer; it's about turning mortality into a design problem, something to delay, manage and eventually solve. 'Biohacking' sells the idea that with the right data, tools and discipline, you can upgrade your biology — and become your best, most future-proof self. This pitch targets high-income consumers aged 30 to 60, people already fluent in the language of optimisation — a mindset focused on maximising performance, productivity and longevity through data. The brands behind the living forever movement sell control, optimisation and elite identity. Ageing becomes a personal failure. Anti-ageing is self-discipline. Consumers are cast as CEOs of their own health — tracking sleep, fixing their gut and taking supplements. From biohacks to consumer branding There are now more than 700 companies working in the longevity market. Startups such as Elysium Health and Human Longevity Inc. offer DNA testing, supplements and personalised health plans. These aren't medical treatments — they're sold as tools to age 'smarter' or 'slower' and are pitched with the language of control over what once might have seemed uncontrollable. Don't Die's Bryan Johnson spends over US$2 million annually on his personal anti-ageing experiment. But the real pitch is to consumers: buy back time, one premium subscription at a time. Johnson's company Blueprint offers diagnostics, supplements and exercise routines bundled into monthly plans starting at US$333 and climbing to over US$1,600. Longevity products promise more than health. They promise time, control and even immortality. But the quest to live forever, or at least a lot longer, raises moral and ethical questions about who benefits, and what kind of world is being created. Without thoughtful oversight, these technologies risk becoming tools of exclusion, not progress. Because if time becomes a product, not everyone will get to check out at the same counter.
Free Malaysia Today
2 days ago
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When a rat was free from the start, it was up to the animal to play hide-and-seek. It then had to quickly choose a hiding place and stay there quietly until being discovered. The study showed that rats can effectively learn how to play hide-and-seek. Better still, they understand the rules, choose strategic hiding places – the most opaque, the most discreet – and know how to make themselves go unnoticed by remaining silent. And when the moment comes to be discovered, they erupt with joy, leaping with gusto and uttering the little ultrasonic vocalisations typical of pleasure. The rats also tend to prolong the game. As soon as they're discovered, they immediately scurry off to hide elsewhere, as if to restart the game. They even postpone the moment of reward stroking, obviously preferring to keep the game going a little longer. For them, play is a social activity, a voluntary activity and clearly a source of pleasure. Play is much more than just a way of letting off steam; it's a powerful tool for building relationships. (Envato Elements pic) Play as a sign of intelligence In apes, play becomes strategy. Researchers from the University of California Los Angeles, the Max Planck Institute of Animal Behaviour, Indiana University, and the University of California San Diego, identified playful behaviours that are surprisingly similar to those of human children. The young monkeys have fun provoking adults, poking them, waiting for their reaction… then doing it again, as if anticipating the effects of their actions. In a study published in 2024 in the journal Proceedings of the Royal Society B, the scientists suggest that this taste for teasing is anything but trivial. It may be a sign of the existence, in humankind's last common ancestor, of the cognitive prerequisites necessary for playful teasing. After all, playing the clown can be a complex business. It implies understanding the other person, anticipating their reactions, and wanting to maintain a bond. In this respect, play is much more than just a way of letting off steam; it's a powerful tool for building relationships. For primatologist Frans de Waal, these playful jousts reinforce social hierarchies while strengthening group cohesion. In short, apes, like humans, play to help them live better together. The natural history of animals abounds in observations of games. Play is widespread among mammals, but less common among birds, with the exception of corvids, where it is clearly evident. In a study published in 2019 in the journal Current Biology, American and Australian researchers claim that New Caledonian crows derive pleasure from manipulating objects, which improves their mood and optimism – a cognitive experience reminiscent of our own taste for intellectual challenges. Whether it's elephants having a friendly tussle, or crows gliding across snow-covered rooftops, many animals love to play, mostly out of sheer pleasure. (Envato Elements pic) An evolutionary drive for play Rats, great apes, crows… the list of playful animals grows longer as research continues. But why do so many species play? No doubt because play has many functions, from motor development and social learning to bonding and cognitive stimulation. Neuroscience suggests that the brains of mammals and certain birds are 'programmed' to play. Experiments with dolphins and crows have shown that the most playful individuals are also the most curious, the most adaptable, and sometimes even the most innovative. This suggests that play is a gateway to creativity and problem-solving. But play can also be about having fun. 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Free Malaysia Today
2 days ago
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