Aging Is the Future of Living

If the aging consumeramp8217s outlook on life is changing then we will also need to change the way we think about age amp160Which begs the question what is aging amp160We could ask the experts in medical science and they would offer up a physiological explanation that has something to do with decline and advancing morbidity and mortality amp160But what if we asked the aging people themselves amp160Theyamp8217re the ones experiencing a new age stage and are likely most in tune with how their evolving mindset is affecting their emotions and attitudesThe folks at MITamp8217s AgeLab did just this and the definition that they got from aging people was that amp8220aging is the future of livingamp8221 amp160The future that they aspire to is one of uncompromised living characterized by a focus on wellbeing joy and growth amp160To market to them successfully you must not only embrace their irrational outlook for the future but you must also have a deep understanding of what those aspirationsamp160look like in contextHereamp8217s a head startWellbeing is the foundation of quality of life amp160When it comes to the aging consumer the wellbeing that theyamp8217re seeking goes beyond physical health amp160While they may bring a healthy dose of denial to their outlook on personal health theyamp8217re also realistic amp160They know that aging will eventually take things away from them without asking permission but they donamp8217t seem to be terribly fixated on that eventuality partially because theyamp8217re living in the moment but also because their instincts are telling them that they can rely on their ability to persevere amp160They have a lifetime of experience in overcoming adversity and they know that they possess the will to triumph over anything aging throws their wayWellbeing is also about emotional and spiritual contentedness amp160When we talk about someone who has amp8220come to grips with realityamp8221 we are speaking about their ability to put things into their proper perspective amp160They have interpreted their experiences or reality in a way that brings meaning to them and with meaning there comes understanding order and ultimately restoration of controlIn short many people of age are good with who they are amp160As you offer them products and services that address symptoms of aging be sure that youamp8217re promising them continued wellness amp160You must walk a fine line to avoid being seen as a brand thatamp8217s prescribing solutions for negative developmentsJoy amp160Thereamp8217s scientific proof that thereamp8217s joy in aging and in fact it can be one of the happiest periods in most peopleamp8217s lives amp160According to the Economist selfreported wellbeing actually begins to decline after age 18 amp160People are least happy in their 40s and 50s but after passing through a nadir at age 46 aka the amp8220Ubend of lifeamp8221 their outlook steadily improves for the rest of their livesWhile there are differing theories as to why this is most agree that laterlife contentedness is the combined result of accumulated wisdom confidence and a general acceptance of aging amp160Older people are at a stage in life where they can reflect on their positive life experiences and savor their accomplishments amp160The anxiety associated with striving is replaced by the satisfaction of a life well livedThe implication here is obvious amp160If theyamp8217re happier than ever be happy for them amp160Portray them the way they see themselves enjoying the best years of their ageless livesGrowthamp160 The aging of the world is a macro trend but the trend within the trendamp160is the Boomersamp8217 desire to get better with age which has them prioritizing personal growth and selfimprovement amp160The notion of growth in aging represents Boomers at their defiant best a radical generation that is once again determined to change the undesirable circumstances that they have inherited amp160They are defying the unrelenting progress of aging with a selfimposed commitment to continue to learn and grow amp160They see this phase of their life as just another act in a longrunning production with much more entertainment still ahead amp160At a time when the old definition of aging had them getting ready to stop theyamp8217re just getting started and the virtues of lifelong growth are as compelling as ever amp160Aptly this is the generation thatamp8217s not getting older itamp8217s the one thatamp8217s growing olderWhen aging is seen as amp8220the future of livingamp8221 it is the ultimate reflection of the optimistic view that Boomers have of the years ahead amp160They aspire to if not expect a life that will not be limited by the traditional symptoms of age amp160They are enthusiastically looking forward to whatamp8217s next which they see as a continuation of the life that they are enjoying today amp160And they want more more years and more of the quality of life that they see as their norm amp160As marketers itamp8217s time to get beyond the stereotype that aging is about amp8220lessamp8221 amp160Thereamp8217s much more still ahead for the Boomers and thereamp8217s no doubt that theyamp8217re going to opt for the brands that help them get more amp8220moreamp8221 out of lifePhoto provided by BoomAgersClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writersamp160

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Aging Is the Future of Living

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Peter Hubbell

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