Adults fear being cheated of the good things of life. They have a horror of ageing and death. They grasp at any superficial signs of youthfulness, making every effort to preserve their outer appearance, to keep looking young and attractive. They are obsessed with clothes, dieting and cosmetics, which require that a women spend hours making up or having her hair done. This extends to wearing wigs or having a face lift. Men are also increasingly obsessed with maintaining an appearance of youthfulness, which may require having their hair styled and dyed. The individual's own concerns are reinforced by peers and employers. Especially business and politics worship the cult of youth.