Navigating the New Age of Aging
How the Concept of Aging is Being Redefined in Today’s Society
We know we are aging, but we are not getting old.
If you've reached 50+, you've acknowledged that you are in the latter half of your life. You're aging; that's fine. That said, I bet you don't feel as old as some people in the Consumer Cellular commercials (no offense, Ted Danson). In fact, you may be behaving like you are still in your 30's. Welcome to the era of Juvenescence.
The Fountain of Youth in Modern Times
Juvenescence, literally speaking, is the turning back of age. Think fountain of youth stuff. And this isn't pie in the sky. Some breakthroughs promise to reverse the age of cells in our bodies. One article recently referenced 'total body rejuvenation.' (Yes, there may be a future in which we can no longer distinguish between a 30-year-old and a 70-year-old, which makes my next argument moot.)
Sci-fi breakthroughs aside, Juvenescence is real because we've already turned back the clock on our 'age' mentality. With increases in life and health span, aging is no longer synonymous with decline because now we have more healthy years later in life. To paraphrase Diane Von Furstenberg in the fantastic Julia Louise Dreyfuss podcast, "Wiser than Me," we should ask people their age, but instead 'how long have you lived ?'. We can have second, third, and fourth acts. Stage, not age! 50 is the new forty!
Acknowledging Physical Realities
But here is the tricky part. We can't ignore that our bodies are changing. We can stave off disease, but a lot is going on that still is related to time. We do need to be concerned with things like A1C. Memory loss is a thing. That herniated disc is nagging. Yes, I identify with some of my 30-year-old colleagues. But my body says no.
A Dual Perspective for Marketers
So, here's the thing for marketers: We are both aging (chronological concerns) and getting younger (life stage concerns). Don't abandon "age" for "stage" or vice versa because getting younger and older simultaneously is unfolding before us. But do recognize that chronological aging is no longer 100% synonymous with a decline.
So what's the upshot? Marketers have an immense opportunity to address the dynamics of living longer. Those of us who have 'lived longer' want brands to help us rethink our lives now that increases in health and lifespan have made more experiences accessible to us. We'd love someone to help us muddle through the age-stage conflict. But, marketing/advertising/communication experts still seem to grapple with whether to put a 55 or 75-year-old on an ad. I hope someone steps up to the plate and sparks a meaningful dialogue in this new longevity dynamic. Just don't call us old.