It goes without saying that marketers need to be careful about making “joint inflammation” claims, whether direct or implied, which would be viewed by the FDA as illegal arthritis disease claims. Instead, focusing on supporting the body’s natural process of inflammatory balance is both a legal and effective approach to educating consumers about the importance of joint flexibility.

Educating consumers about our normal process of tissue “turnover” helps them to understand how this natural process dismantles and recycles older cartilage and other connective tissues that have become damaged or worn out or simply need repairing.

This turnover process is a continual breakdown/buildup cycle—where older tissue is replaced with newer tissue. When we’re young (before the age of 30 or so) this turnover process is perfectly balanced—for every bit of cartilage that is damaged and removed—another similar (or slightly greater) bit is put in its place. This means that, under normal circumstances, we’re always making our connective tissue (cartilage, bones, muscles, tendons, ligaments, blood vessels, etc.) stronger and more resilient.

After about age 30, however, our turnover process becomes a bit less efficient year after year. This causes a very slight loss of healthy tissue—where we break down and remove a certain amount, but the amount of healthy tissue added back is just a little bit less than it should be. As we age, the turnover process becomes less and less efficient and our body’s ability to heal itself from injury is reduced. This normal imbalance in tissue turnover and inflammatory balance is the primary cause of the loss of flexibility that we all tend to encounter as we age.