Another year older

Yesterday was my birthday, so technically, I am a year older today.  Of course, like most changes in life, the process is not a discrete change, but more continuous – we age second by second, rather than year by year.

So older, yes.  But am I any wiser?  The process of gaining wisdom does require discrete change in many aspects as we gain new knowledge or change our understanding.  Although at the same time, skills can be gradually improved – in the spirit of kaizen, continually improving.

Unfortunately as you get older, everything isn’t about improvement and there’s a huge PR and marketing effort focusing on “anti-aging” or as the Dove campaign puts it more positively, Pro-age – who they define as “women in their best years”.

Although encouraged to embrace wrinkles, curves and other demonstration of the aging process, this is within the context of cosmetics and products to make us feel better, even if we can’t turn back the hands of time.

Or there’s the likes of Nintendo eager to keep my little grey brain cells active with their pointless “brain training” games. 

Whilst the government is promising health tests in the over 40s to detect “killer diseases“, apparently, there is a baby-boom among such “older” women.  Does this coincide with the higher incidence of binge-drinking in the age group too?

Are we now just another market segmentation?  Must we accept the marketing pressure, grab our fat pants and fight the signs of aging?  Can we really have it all in being older, and wiser?

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Heather Yaxley PhD

Dr. Heather Yaxley is passionate about sustainable careers, reflective practice and professional development. I am a rhizomatic educator, practitioner, consultant, academic and scholar. As a qualified academic, I teach the CIPR professional qualifications with PR Academy and have experience teaching at various Universities. I run the Motor Industry Public Affairs Association (MIPAA) and my own strategic consultancy. I was awarded by PhD researching Career Strategies in Public Relations by Bournemouth University in 2017. I'm a published author, with books, chapters and academic papers to my name.

2 thoughts on “Another year older”

  1. Hi Heather, I remember reading about your birthday last year when you ate fish and chips. How was this year? And belated birthday wishes. I’m sure you have lots to look forward to.

  2. Belated birthday wishes Heather. Well at 72 I’m still awaiting the wisdom. Surely I have acquired some somewhere otherwise what a waste.

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