Positive Aging and Brain Fitness

The New Ageism?

For the past few months, I have been debating myself about the impact of all the focus on Baby Boomers. On January 1, 2010, we entered what will be two decades where old consumers will outnumber those under 18 for the first time in history…not just those born between 1946 and 1964, but all age 50 plus adults. This is the moment many of us, who have been advocating for ageless marketing for the last 20 years, have been waiting to arrive. We were convinced the demographic reality would finally gain the attention of the main stream media, business magazines and policy makers.

Sadly this is not happening. Major media outlets, ad agencies, marketing strategists, and businesses continue to ignore the aging market to focus their attention almost exclusively on baby boomers as
if they were not aging at all but are some type of anomaly. This myopic fascination with boomers is probably not surprising since they have been the primary focus of business and advertising, directly or indirectly for over half a century.

This myopic focus on aging “Boomers” ignores the evidence that they are now embracing later life values rather than the materialistic, ego centered values that dominate life’s first two stages. Sure baby boomers shared some unique events and life challenges, as did every previous generation. The sheer size is what made baby boomers seem unique as this “pig in the python” demographic impacted each life stage as they aged. As a result, our sales and marketing strategies have all been designed to communicate with the 18 to 39 year old demographic that has driven advertising for over 30 years.

When Landon James coined the term Baby Boomer in his book, Great Expectations: America and Baby Boom in 1980, he was referring to a demographic phenomenon and how it would impact the country. I doubt he intended his use of the term baby boomer to be a life time label for 76 million people born over 18 years. Others such as Yankelovich Inc. in the 1960’s and author Sylvia Porter in 1951 had also used the term to describe this explosion. Unfortunately, the term baby boomer was popularized over the last couple of decades by the media, a few authors and self appointed “Baby Boom experts” as
totally different from all previous generations of older adults.

These experts have come up with some memorable slogans or positioning lines such as AARP’s 60 is the new 30 or This is not your father’s Oldsmobile. These campaigns failed as did the attempt by Ameriprise to evoke 60’s music and images to attract maturing investors. Like the AARP and Oldsmobile campaigns, Amerprise’s approach was a failure. As author and mature consumer behavioral specialist David B. Wolfe has stated on many occasions, “Either legions of researchers in adult development psychology have created a large body of bogus findings or nearly all of those who craft messages for older minds are hopelessly out of sync with the realities of maturation.” In other words, to succeed in an aging market place, companies would be well advised to learn about later life values, as should the agencies that serve them. Instead, it seems the current approach is to claim the Baby Boomers are just an extension of the youth culture; because that is what they know.

You don’t have to be a rocket scientist to understand that baby boomers will not all become older consumers at the same time or in the same way. Few were at Woodstock, lived in communes and protested the Viet Nam war. No doubt a like number listened to country music, went to church every Sunday and served in the military. This is not to imply that generational marketing or life stage
marketing focusing on either leading edge or trailing edge boomers does not work…depending on the product. The question is, “Why are we not embracing aging?” By focusing primarily on Boomers, we continue to ignore the older consumer as a powerful consumer group. In fact, it is the only demographic that will grow phenomenally in the next two decades...currently 10,000 adults turn
age 65 every day.

I have come to the conclusion that Boomer Marketing myopia is more than just a distraction; it is the latest form of ageism. “Experts” dodge the question with statements like; “Boomers are reinventing retirement” rather than admitting that “retirement,” as currently perceived, is an outdated concept…a holdover from the industrial age. There is no room for “retirement” in this maturing market where people can remain productive well into their 80’s and beyond. Since the media know, or think they know, how to market to boomers, they choose to simply ignore the reality of an aging market place. However, until we fully embrace both the challenges and the potential of an aging marketplace, we will not develop the new paradigms to guide future success in every sector. Clearly, this is not your Father’s market.

The worldviews, values and behavior of middle age and older adults reflect ebbing materialistic influences that dominate the aspirations of the young and that set the directions of commerce and culture for the last 50 years. Today, our culture is beginning to reflect the qualities of behavior Abraham Maslow made famous with the term self-actualization as people begin depending less on
materialistic sources for life satisfaction and more on experiential sources. Today’s older adult majority will not only change the rules of successful marketplace engagement, but will likely drive a transformation in business enterprises and government policy as well.

Battling ageism in every form should become a priority in the next two decades. We have made tremendous strides in the battles against sexism and racism, but continue to tolerate ageism in
multiple forms. As someone observed recently, “Telling a joke about minorities is called racist. Demeaning women is called sexist. Making fun of older people is called situation comedy.” Boomers will age much like the members of the Silent Generation and we need the combined numbers of all adults over age 50 to win the war against ageism. However, we can’t declare war on ageism until the
baby boom is viewed as a part of the aging of America rather than some aging anachronism.

An Incredible Legacy

On December 3, 2011, David B. Wolfe left this world early in the morning. For those that knew him or benefited from his writings, there is consensus that he left the world and the field of aging a much better place than he found it. For over three decades, David’s vision has guided thousands to more successful careers in senior living, marketing, financial services, aging services and so many other professions that his impact staggers the imagination. And by impact, I do not mean only those that knew and learned from him while he was living but the many that will continue to learn from his legacy.

When I first read Serving the Ageless Market, it was like this incredible man had lighted a pathway to success in an aging marketplace. What I had felt intuitively, David justified and explained with a solid foundation in research clearly explaining why a new marketing paradigm was needed. A client we had both served recommended that we meet because I was training on what worked, and David was consulting on what did not work. The client thought we might make a good team. That led to a phone call and a 3 hour meeting in the St. Louis airport at which David agreed to join me on a series of two day workshops on marketing to middle age and older adults. In reality, he was the teacher and I was the student.

That student/teacher relationship that began over 20 years ago blossomed into and incredible
friendship and gave birth to a “think tank” group of 50 professionals dedicated to preserving and expanding on David’s life work. Together we created a unique organization known as The Society that has become more of a circle of friends than a traditional professional organization. Following the workshops, we coined the term Developmental Relationship Marketing to describe a new approach to mature market communications that recognized lifestage changes. David continued to refine the theory while I focused on the practice of ageless marketing. I can’t imagine not having him as a mentor and sounding board in the coming years, but I am confident his spirit will continue to guide those of us that are committed to building on his legacy.

We frequently agonized how little money there was in being ahead of your time, but David’s vision of a more ageless society is slowly coming into focus. While it saddens me that he never received the recognition he so justly deserved, I know his impact is just now beginning to be recognized. At the recent 10^th Anniversary meeting of the International Council on Active Aging (ICAA) in Orlando, we issued awards to organizations for their positive aging/ageless approach to marketing communications materials and ICAA published recommended Communications Standards to guide those interested in improving their marketing materials. On December 6, several members of The Society will also be conducting workshops at the Positive Aging Conference hosted by Fielding University in Los Angeles; and David’s spirit will be with us.

David followed Serving with three more books: Ageless Marketing, Firms of Endearment,
and the soon to be published Brave New World View. For the past four years, David has been battling lung cancer while working on what he knew would be his final work. When he completed the last page on December 1, he called contributing author Mike Baumayr to his side and suggested they break out the champagne. He had a couple of sips and went to sleep never to truly awake…mission accomplished. Over the years, I have come to consider David, his wife Linda and youngest daughter Stephanie a part of my family and will cherish their continued friendship. Rest in peace my friend with the assurance that the members of The Society and the many others you have influenced are committed to carrying your message to anyone wise enough to listen.

Freedom to Choose

I just finished reading an article in AARP’s newsletter about diagnosing Alzheimer’s disease. As I anticipated, the meat of the article did not live up to the headline. Oh, there has been
progress in a doctor’s ability to identify if the brain has “plaques and tangles.” For years, it was hypnotized that these plaques and tangles were the cause of Alzheimer’s; however, science has yet to explain why others with plaques and tangles had no noticeable symptoms. As Dr. Peter Whitehouse points out in the Myth of Alzheimer’s, it is more than one thing and brain aging playsa role.

Of course, the drug companies hope they will eventually find the cure, or a preventative, in the form of a new drug. Big Pharma is cheered on by consumers who have come to look for magic
bullets to solve all their problems. Perhaps, if we focused as much time andmoney on non- pharmaceutical interventions and more time promoting whole body wellness, we could significantly improve the overall quality of life, and maybe improve cognitive well being for millions. For several decades, we have been replacing purpose with pills, which has resulted in an increasingly medicated older population while encouraging learned helplessness. In fact, all too often, interaction between drugs (both prescription and nonprescription) can produce
symptoms mistaken for Alzheimer’s or other problems.

As a proponent of the 7 Habits of Highly Effective People, I learned that the ultimate human freedom is our freedom to choose. We can choose to be reactive or proactive; but it is up to us to make the choices. While we know that optimistic people outlive pessimists by over 7 years, this is seldom factored in when evaluating quality of life. We are too quick to blame others when in fact the only person controlling our feelings is us.

While it would be great if there were a pill that could prevent or delay the onset of dementia, there is an ever growing body of anecdotal evidence, much of which is supported by science, that a variety of activities and habits may delay the onset of dementia, improve processing speed and enhance one’s memory. We now know that what is good for the heart is good for the brain; but that is seldom mentioned in articles about the search for the cure.

Maybe we can’t prevent Alzheimer’s disease any more than we can prevent aging. However, like aging, there is a lot we can do to improve our quality of life and battle future memory loss just as we can battle diabetes, heart disease and lung problems with lifestyle changes. At NeoCORTA (www.neocorta.com), we have developed self-evaluation tools to help users identify and understand their risk factor and provide customized plans to improve cognitive well being, but a person must want to take charge of their future to benefit from those plans and
change their behavior accordingly.

I have come to believe that positive aging is well within everyone’s reach…Believe you can; believe you can’t and you are likely to be correct – your choice. Both attitudes can become a
self-fulfilling prophecy once you understand and respect the mind body connection…aging is just a series of many beginnings and we control the starting points for each pathway.

Seeking the Art of the Positive

For over 30 years, I have been advocating for a more positive, ageless approach to marketing communications targeting older adults. During that time the positive aging army has been slowly gaining recruits. We gained a major ally with the creation of the International Council on Active Aging (ICAA) almost 10 years ago as indicated by the organization's recent launch of the Changing the Way We Age campaign, a part of which is a contest seeking the best of the best in ageless communications.The awards will recognize excellence in marketing wellness-oriented products, programs or services to consumers ages 50 and above.

According to the ICAA CEO Colin Milner, “Our campaign is not just about alerting people to ageist stereotypes in the media and marketing materials. We are actively encouraging and promoting efforts to present positive and realistic portrayals of aging. Research has shown that the majority of older adults are turned off by the marketing messages that are currently aimed at them. With our Rebranding Aging awards, marketers have an opportunity to show the burgeoning population of older adults that they understand their needs and desires.”

You do not have to be a member of ICAA in order to submit an entry so please inform any company or advertising agency you think 'gets it." Entries will be accepted online on the campaign website (www.changingthewayweage.com) through September 10, 2011. Companies may submit entries on behalf of their business or organization in all four categories, but no more than one entry per category.

Winning entries will be recognized at the ICAA Annual Meeting in Orlando, Florida this December and will also be profiled in an feature story in the Journal on Active Aging following the conference as well as presented as positive examples on the ICAA web site and in future marketing presentations by professionals teaching other on the art of the positive.

Proud to be a Loser

While loser is not a title that I would have pursued earlier in life, I am honored to be on the winning team in a 9 week competition at our local hospital sponsored Wellness Center. We all receive a free month’s dues for our accomplishment. I lost more weight (36.4 lbs) than the other 30 participants but came in second in the competition which was judged on the basis of percent of body weight. Mine was 13.8% and the winner lost 18%.

My prize was a smiley face my doctor drew on my blood work report that was part of my VA physical this morning: hemoglobin 5.7, Cholesterol 147, Triglyceride 44 HDL 40, LDL 98. A year ago my blood sugar was high, my cholesterol was on the high side of acceptable and I was on blood pressure medication…today it was 99/60; and my doctor reduced use to every other day and to eliminate it is a month or so. The morale: you are never too old to get back in shape.

During this 9 week program, I became increasingly aware of the market potential that exists for wellness programs designed specifically for those ages 55 and older. The program I was involved in was clearly designed and directed for those 25 to 40 or so. I was at least 10 years older than most participants and had 25 or more years on most. My doctor validated my perception when she asked if I knew of any exercise programming designed specifically for adults 50 and older.

I suggested the National Senior Fitness Association (http://www.seniorfitness.net/) as a possible resource, but could not provide any help with local programming. If we are truly a nation interested in lowering health-care costs, there is no better place to begin than educating the public about the value of later life diet, exercise and weight training. Hopefully, our national aging organizations will begin focusing on positive aging as much as they do next year’s funding. It is time we begin replacing pills with purpose and prevention.

Still Learning & Shrinking

Well, six weeks down and three to go in the “Greatest Loser” completion. I am pleased to announce that our team is currently in the lead with the greatest percentage of loss. The competition is not about total pounds lost but percentage of body weight lost. The program is something more middle age and older adults would participate in if it were configured for older adults.

At 65, I am clearly the oldest person in the program, which attracts mostly women in their 30s and 40s. While the program is not too strenuous and trainers encourage participants to modify exercises as needed, it is not designed for the older body and mind. The nutritional classes are also excellent and I continue to learn. What is doesn’t focus on is the various exercises that are critical to maintaining lifelong independence. I hope to advocate for such a program in the future as I not only think it would be beneficial, but it could be a cash cow for fitness centers wise enough to specialize in this exploding demographic.

I had allowed my knees to becoming very week and found it increasingly difficult to squat without support. While my knees still let me know they have been neglected, I am becoming steadily stronger and more flexible. My breathing is improving as is my upper body strength as my waistline shrinks. More in a week.

Beginning a New Chapter

Waking up on my 65^th Birthday was very special. As I have addressed, my gift to myself was joining a greatest loser competition at our Wellness Center…and our team is currently in the lead. As of this morning, my team contribution is a loss of 18 pounds in four weeks. Physically, I feel a little stronger every week and slowly rebuilding my stamina. In spite of sore muscles where I did not remember even having muscles, I feel better than I have in years.

I am clearly the elder of my team of losers/winners, and see an incredible potential in the fitness industry for those operations wise enough to address the aging of the marketplace. The staff at the Wellness Center which is coaching us is fantastic and supportive. However, my observation is that they lack an understanding of what motivates older consumers. While there are numerous exceptions, most of us do not want to become marathon runners, extreme sports enthusiasts or hard bodies. In fact, I view my membership and class tuitions as a very affordable form of insurance policy.

My second gift to myself was returning to the world of being a self-employed entrepreneur. I have proven without question that security is something you create for yourself. We left SD over 10 years ago to seek the security of a paid executive position with benefits etc. I discovered the definition of security was being downsized twice and having a third position eliminated after a corporate buy out. Last June, we decided to return to our roots in SD and have had absolutely no regrets. Just before leaving Florida, I joined the “virtual team” of a startup brain fitness company called NeoCORTA, which has been an educational and rewarding experience…the entrepreneurial fire was rekindled. I have also recently landed a couple of consulting jobs that have been incredibly rewarding.

At 65, I honestly feel no different than I did at 30, 40 or 50. Hopefully a little wiser; but I certainly do not feel “old;” whatever that is supposed to feel like. I am excited about the next chapter and looking forward to what is not so much an encore career as it returning to my professional roots.  

Getting in Shape

After two weeks of workouts at our Wellness Center as part of a weight loss program, I can testify without any hesitation whatsoever that it is way easier to get out of shape than is it is regain the lost ground. My nutrition education has also improved and played a role in a 5 pound weight loss for the week.

I now have a new appreciation for what a full body workout involves. For the past year, I exercised on an elliptical machine for 60 minutes at least five days a week. While good for my heart, I was building strength in a very limited muscle group. As we age, we need to become much more conscious of building both upper body and leg strength...and my knees really needed some work.

There are three groups of 10 participants in this program of which I am easily the elder. There are a couple of participants in their early 50s and the balance are in their early 30s...my children's age. There is no difference in the workouts conducted by personal trainers twice a week. Our coach is very understanding of the age difference and frequently encourages our team to listen to their bodies. However, the educational component of this program could use some work.

What has occurred to me in the past two weeks is what an incredible opportunity there is for similar program for adults 60 and older. We are not interested in becoming hard bodies; but are very interested in how to maintain lifelong independence, cognitive well being and shedding some pounds. Wellness Centers are missing  a huge window of opportunity, and income stream, if they continue to ignore this age group.

Time for Better Choices

When I wrote Choice & Changes, detailing prescription was easy. After completing my first week of the diet and exercise challenge and weighing exactly what I weighed the week before it was time for reflection. First, it occurred to me that I should have titled the book “Good” Choices and Changes.

Sadly, I thought everything was right on track. No booze, exercising an hour a day and diet food. Well, I had salad for dinner three different evenings. Of course, it you just eat lettuce you can have all the chucky blue cheese dressing your want…NOT. I guest the same goes for Caesar dressing as well.

On the plus side, I am feeling better and challenging my body in new (painful) ways. I am a long way away from running a marathon, but am totally committed to getting the job done and not letting my team down. Next week will be a different story.

Beginning Chapter Two

Today I became eligible for Medicare. Oh, I still have 25 days before reaching that generally accepted age 65 portal to old age, but have clearly opened a new chapter. So, I felt it was time for some reflection and life planning. I have written one book on the topic of positive life planning and quickly came to the conclusion that it is time to start practicing what I preach…for successful aging one needs to focus on all the domains for wellness; not just a few.

Coincidentally, my wellness Center announced the start of a “Greatest Losers” program this week.  As a birthday present to myself, I joined one of the three groups of masochists beginning a 10 week journey toward wellness. We meet twice a week to work out with a personal trainer, take nutrition classes and are expected to exercise on our own at least 5 days a week. I am committed to helping my team achieve first place in this competition, but more importantly, I am committed to getting the physical domain of my life in order.

To be honest, I think the last time I was really in shape was just prior to heading for Viet Nam in 1970. While I have been working out an hour a day, 4 to 6 days a week for a year, I am not in shape. My first discovery this week involved a whole bunch of muscles that had been participating in that effort. I now  have a new appreciation for why more adults in their 70s and 80s do not jump right into fitness programs to rebuild upper body and leg strength.

My intent is to track my progress here while also addressing lessons learned in all of the dimensions of well being in this new chapter of life. I am sore but motivated to meet and achieve my goals so stay tuned. I am hopeful that I can use this experience to also help me understand how to advise other older adults to pursue wellness.