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?