Did you hear the latest? 60 is the new 40. That’s right. If you’re a 60-year old woman now, it’s as if you were 40 about ten years ago.
Or maybe we should make that 20 years ago, in which case you actually were 40.
Confused? Me, too.
Not to worry. It isn’t dementia, which doesn’t mean I don’t worry about losing my marbles as I get older. Don’t we all?
But “60 is the new 40” flashed across my computer screen in an ad recently, with an image of Kathie Lee Gifford. What was the ad marketing?
I haven’t a clue, because I was irritated at the message being communicated.
Marketing to Women by Age Demographic?
Once upon a time, it made a lot of sense to market by age along with other demographics. I imagine it still does depending on the context. I also realize I may not be representative (of anything), and feel free to tell me so if you like.
But can we agree that the “old rules” of age and life stages no longer apply so easily?
Women may begin bearing children at 35 or 40, rather than readying for the first grandchild. At 55 we may find ourselves dating (feverishly), relocating (stoically), and building businesses (bravely).
The 22-year old college grad may no longer be purchasing furniture for the first apartment, much less buying a new car. Instead he or she is settling into Mom or Dad’s basement until the economy allows for more mobility and “adulthood.”
So how do we know who’s doing what at age 40 or 50 or beyond? As for women, beauty, and fashion – is it reasonable to assume that millions of us will always be searching for ways to retain our youth?
40+ and Fabulous (Style, Lifestyle, Etc.)
That last question? Obviously the answer is yes.
When the first signs of “aging” hit our faces, our hair, and our derrières, millions of us – yes, a first world problem – want to do what we can to extend the confidence of youthfulness in our youth-obsessed culture. How else could we explain our persistent proclamations of 40 and fabulous, 50 and fabulous, 60 and sensational, and so on?
As for the examples we see online (or in other media), many are aspirational. We know they’re Photoshopped, but they nonetheless motivate us to pay attention to our health, and the side benefits of attention to appearance. And why not? I see no harm, and a great deal of good.
But I do weary of seeing everything stated as anti-aging when we’re all growing older and it beats the alternative!
And what happens when we position 60 as the new 40? Or 50 as the new 30? Does this mean that midlife is the new prime, and old age is the new midlife? What does that do to our 30-somethings – transform them into adolescents? And what about the Millennials? Are they babies in our eyes – and all so some of us can attempt to obscure the inevitable?
Age-Related Marketing? Not My Thing
I used to pick up my favorite magazines for the fantastic fashions, the tips and tricks, and yes – the editorial content – as in the articles. 30 years later, I do the same, though I don’t focus much on skin, makeup, and hair tips, and nor do I pay much heed to products.
However, I pour over the stories that intrigue me, admire the styles of designers I love, and generally luxuriate in the process. A great magazine – online or print – leaves me relaxed and refreshed, and I don’t mind saying as much.
But I don’t need a reminder of my age any more than I need to avoid it. What is relevant to me are examples of people and places I can learn from, flights of fancy I can enjoy gazing at, and the occasional health tips on eating that are helpful whether I’m 40, 60, or 80.
I can choose to care about certain aspects of personal maintenance, style, fashion and so on. Or, I can focus (compulsively) to the point of driving myself crazy (and feeling inadequate). The former is fine – I’m a consumer like anyone else. The latter feeds into our all-American need to control something in chaotic times, and our culturally condoned female need to be wanted, liked, desired…
Designer Labels? Sure. Age Labels? No Thanks.
Listen. I don’t enjoy being labeled by my age. I don’t want to be labeled, period. And I do understand the feel-good intent behind the message “60 is the New 40.”
I get it: We know more now than we did 20+ years ago; we want to eat better and exercise; we recognize heredity, stress, food, sleep and other factors as important to health; we want to stay well as long as possible.
But better to classify me by interests, education, gender, and possibly by income. These are more fitting demographics to rely on for marketing purposes, and in my case at least, more effective.
Read, Move, Learn, Thrive – Whatever the Age
I’ve encountered my share of 60-year-olds who are thriving, 40-year-olds who are not, and 50-somethings who fall into both of those categories and everything in between.
But when we try to roll the ages back so simplistically, aren’t we encroaching on the generations that came before? Aren’t we dismissing the generations that come after?
60 is 60. It’s a number. Some of us will be thriving. Some of us will not. Likewise 50 or 40 or any other age. Realistically, as we grow older we are more likely to be dealing with health issues, and once we retire, specific issues beyond that. But we can strive to read, move, learn, flourish at any age – however we can – and with fewer comparisons to our neighbors, children, or younger selves. I’d rather focus on where I am now, look ahead to my next adventures, and contemplate new lifestyles that may suit me.
And yes, within reason, even if they’re aspirational.
Thinking of undertaking a “midlife makeover?” Pop by here.
You May Also Enjoy
I don’t get this 60 is the new 40 thing.. It usually serves to turn me off and I tune out. I don’t need to think I’m younger in order to have a good life. So, like you I’d prefer to be marketed to in a non-age oriented way.
I don’t think I’m their target audience. I like being a little grey, and a little rounder; makes me look smarter, more experienced. And right now, the only one I care about looking good for, Suzy, seems to be happy. I do stay away from oldster’s habits, like pausing a long time before answering, walking slower, and dressing in clothing that is drab. But then, that’s just me. I must admit though, I’m toying with getting some retro glasses. But that’s more a nerd badge thing, don’t you think?
You make me smile, Gandalfe.
Nerds are cool at any age. I say go for the glasses…
WooHoo! As one who is approaching 60, I can’t wait to feel 40 again! What? That’s not the way it works? Well, $#!&. Seriously, I usually giggle at the marketing attempts to make us “feel” younger. Age is definitely physical, but it’s also emotional and psychological as well. I can, without a doubt, say I probably feel younger at mid-50 than my grandmother did; or maybe even my mom. But there are days when I feel much older than the calendar says I am. Some of us are still raising kids, some of us are raising grandkids, some of us are taking care of aging parents…and some are doing all at the same time!
I’d rather focus on where I am now, look ahead to next adventures, and contemplate new lifestyles that may suit me. Amen to that.
60 is the new 40? or 50? This just doesn’t make sense to me! I don’t even know what people MEAN when they say things like that. Good post, D.A. Thanks for letting me know about it.
I remember hearing (a few years ago) that 50 was the new 40. In other words – a milestone – but still vibrant, still in your prime, etc. etc. etc. So “60 is the new 40” is, in some way, similar in theoretically encouraging women in a variety of ways, with a major helping of product and services consumption.
As if we wouldn’t continue looking to feel good and keep striving without that sort of message?
I’m curious if you feel this way, Bonnie. But I was reflecting on how some ads in print and online (especially for products) I utterly discount. Others, when they remind me of brands I like and use, keep them in the forefront of my mind. But I’m actually more likely to try something that is recommended by someone online, if I respect the person and their word / taste / suggestion. And none of that has anything to do with age, but lifestyle, interests, health, etc.
My how advertising has changed…
The 60s are my new favorite decade. I compare the late 40s and 50s like another adolescence: uncomfortable with my new body, restless with my stage of life, looking forward to being free. Sixty was like 35 to me: comfortable, confident, ready to take on whatever came my way. (Yes, I left out the 20s, that’s my decade of babies and diapers. It’s a blur.)
This is fascinating and helpful, Adela. I love the way you speak of your body, your new body, and coming to comfort with it – not to mention the new-found freedom.
Thank you so much for stopping by to read and comment. (Babies and diapers were a blur for me, too. Then again, so was a lot of parenting!);)
I don’t see idea this as negatively as some, but then I’m not exposed to much advertising, so perhaps I’m not as put off. I just know that I’m not the same 57 that my Mom was. I’m far stronger and healthier than she ever was. She never exercised a day in her life and I can run miles. She was naturally skinny but had bone deterioration. Socially and financially I have more choices than she did. I expect to live beyond 71; then again, I imagine so did she. I like Adela’s comment about adolescents coming to terms with their bodies. I’ve struggled for nearly 10 years and am now finding my own comfort with this different body. That comfort seems to help me remember how determined and disciplined I was in my 30s, when I could just about move mountains; this has given me new motivation to go back to exercising, dressing my best, taking better care of my skin. So perhaps in my case, 60 will be my new 30?
Ha! 60 will be your new 30! Great insights into your own approach to life, Shelley. Love your comment!
Good post, D. I grew up devouring Seventeen and Glamour but I stopped reading a long time ago. I also tune out all those ads and messages. Certainly there’s a huge population of women out there that will be caught by this, sadly. I’m with you, though, and I love this line: “But I do weary of seeing everything stated as anti-aging when we’re all growing older and it beats the alternative!” I have Dr. Andrew Weil’s book on aging and it starts off seemingly depressingly – he says there’s no truth in any of the myths perpetuated by the whole anti-aging beauty industry (that is, there is NOTHING that can turn back the hands of time), and the only weapon we have for aging is acceptance. I remember being taken aback by that, but when you think about it, it is the simple and obvious truth!
To me aging isn’t just about deterioration of the body, it’s also the maturing of so many other things – self acceptance, self confidence, self awareness, etc. I’m in my mid-40s and I’m still getting carded, even told recently by an old family friend that I still look like a kid (people say I ought to feel flattered but I don’t). Maybe in my case 40 is the new 20, to which I say, no thanks. I like myself at 4X so much more than I did at 20!
Ditto to the adolescent feeling above. I feel that way in many aspects of my life – not just physically, but the wondering about my identity in some ways too – it’s exciting and exhausting and hormonally imbalanced all over again! Gotta love it!
Here, here! I completely agree “that the `old rules’ of age and life stages no longer apply so easily.” Furthermore, “anti-aging” marketing, like gender-stereotyping marketing, is a complete turn-off to me and causes me to avoid the product being touted. I’m very grateful to have lived long enough to get to the age I am (66), and I see no point in trying to hide or avoid my age. Healthy living is a great goal…at any age. True, I have not (yet) experienced extreme, permanent debilitation due to age, but my body is aging, inch by inch. As I lose some capacities, however, I have gained others. It all comes out in the wash!
“As I lose some capacities, however, I have gained others. It all comes out in the wash!”
Indeed it does… 🙂
Oh, I hope not! Because my 40s have NOT been so fabulous so far (despite the fact that absolutely EVERYONE promised me they would be) and I don’t want to have to go through this stuff again!
That is funny and how I feel.
Interesting article, on my way home today I was affronted by an advertising billboard in which a couple “well into” their 60-70’s making out naked (waist up) in front of a fireplace! The ad was for a fireplace store near Biarritz. Yes, a large percentage of top end construction in this area is being purchased by “confortable” retirees, but I still found it a poor marketing choice for targeting this age group. Subtlety and class would have worked better, this ad probably offended its target.
I am 64 and having not been here before can’t compare it to any age. You are what you feel. I feel healthy, vibrant and love life. Great at any age.
DA,
I read the title and this is what I thought, “Hell, YEAH!”
And then I read your article… I don’t know, but I’ve never thought about it in your terms. To me age is nothing more than a state of mind, but the truth is, we are living healthier, longer, and fuller lives than earlier generations. When I was in high school, a classmate had 60-yr old parents who reminded me of today’s octogenarians. At 49, I ran my first 5k and feel like the best years are ahead of me…
I could give a rat’s a*$ what marketers are doing. I follow the beat to my own drum… 😉
Been missing you! Crazy back-to-work stuff!!! Hope all’s well!!!
Hugs…
Menopause is definitely like puberty, but without the excitement. I see friends who have gone through it, who have aged years in the space of months. I know I’ll be next. It just isn’t exciting; it’s deflating. In contrast to my daughter, who is eagerly on the lookout for budding breasts (yes, I’m one of those people who had their first kid in their mid-40s). I can’t say I’m thrilled with aging. I appreciate experience. I react totally differently from some years ago–so much calmer, more not cynical but not easily fooled, so much more long-term in my horizon… However, I am not thrilled that my once-thick hair has thinned, or that my daughter draws my portrait with big marionette lines around the mouth, or that while I can still do cartwheels and splits I can no longer do walkovers or backbends. My goal is to stay in shape as well as possible, so that I am as little a burden as possible to my daughter. I am not looking for love, so
I don’t care about being attractive; I do care about being classy and worthy of respect from people I don’t know. I will not let down my standards. And I intend to work until I’m 90 or so. If, on the Internet, nobody knows you’re a dog (to quote the New Yorker cartoon), nobody knows either what age you are, as long as you edit your LinkedIn profile.
Catherine, I don’t know whether to laugh or cry as I read your remarks, but I certainly recognize much truth in them, in my own experience.
I wonder how much the excitement level has to do with fatigue (or energy), financial stress (or its relative absence, though perhaps I should say financial freedom to explore and its absence), and, overall health.
I know some 60-something’s brimming with enthusiasm and new endeavors, and 40-something’s slogging through and beaten down by job stress, kid stress, money stress, relationship stress.
But I hear you on the realities, though they vary mightily from person to person. I also hear you on working to 90. Maybe, for some of us, we’ll store off at 85. 😉
I, at 62, feel very young inside. I think part of that is that I never fully developed as an adult. Not that I was irresponsible or immature, but inside I never became who I wanted to be. It is OK, I believe, to feel young inside and outside. I also am able to think as a humble child in many ways, that is also not bad. Learning to avoid the “Big Bad Wolf” in life was harder for me, not having the male role model that I needed in a somewhat dysfunctional home. But I take responsibility. I surge ahead. I am working on learning about courage…if you have heard of the “One Year Word” (a word that will inspire you, change you, and teach you during the year) I have been assigned the word “courage” for 2014. And then, my mother turns 96 next month, so I really am YOUNG.
So much perspective, Mary. Thank you again for reading and sharing.