Sunday
Old age, as such, is almost a complete changing of gears and engines from the first half of our lives, and does not happen without many slow realizations, inner calmings, lots of inner resistance and denials, and eventual surrenders. All of them by God’s grace work with our ever-deepening sense of what we really desire and who we really are. —Richard Rohr
Monday
What looks like falling can largely be experienced as falling upward and onward, into a broader and deeper world, where the soul finds its fullness, is finally connected to the whole, and lives inside the Big Picture. —Richard Rohr
Tuesday
Now, this period, this aging process, is the last time we’re given to be more than all the small things we have allowed ourselves to be over the years. But first, we must face what the smallness is, and rejoice in the time we have left to turn sweet instead of more sour than ever. —Joan Chittister
Wednesday
There is no more noble way to spend these years than to become an elder, to bear witness to the world as placeholders for peace, love, wisdom, and fearlessness. —Kathleen Dowling Singh
Thursday
As we grow old we realize that, in all we have been through, Love has been using us for its own purposes. And for this we feel immensely grateful.
—James Finley
Friday
The soul of the “grand” parent is large enough to embrace the death of the ego and to affirm the life of God in itself and others, despite all imperfections. Its spaciousness accepts all the opposites in life. —Richard Rohr
Week Thirty-Eight Practice
I Will Sing a New Song
We invite readers to join theologian and mystic Howard Thurman (1900–1981) as he prays for the courage and ability to stay renewed over the course of his life:
The old song of my spirit has wearied itself out. It has long ago been learned by heart so that now it repeats itself over and over, bringing no added joy to my days or lift to my spirit. It is a good song, measured to a rhythm to which I am bound by ties of habit and timidity of mind. The words belong to old experiences which once sprang fresh as water from a mountain crevice fed by melting snows. But my life has passed beyond to other levels where the old song is meaningless. I demand of the old song that it meet the need of present urgencies. Also, I know that the work of the old song, perfect in its place, is not for the new demand!
I will sing a new song. As difficult as it is, I must learn the new song that is capable of meeting the new need. I must fashion new words born of all the new growth of my life, my mind and my spirit. I must prepare for new melodies that have never been mine before, that all that is within me may lift my voice unto God. How I love the old familiarity of the wearied melody—how I shrink from the harsh discords of the new untried harmonies.
Teach me, my Father, that I might learn with the abandonment and enthusiasm of Jesus, the fresh new accent, the untried melody, to meet the need of the untried morrow. Thus, I may rejoice with each new day and delight my spirit in each fresh unfolding.
I will sing, this day, a new song unto Thee, O God.
Experience a version of this practice through video and sound.
Howard Thurman, Meditations of the Heart (Richmond, IN: Friends United Press, 1953, 1994), 206–207.
Image credit: Katrina Lillian Sorrentino, Entelechy 12, (detail), 2022, photograph, Spain, used with permission. Jenna Keiper, Trinity Tree (detail), 2022, photograph, New Mexico, used with permission. Katrina Lillian Sorrentino, Entelechy 7, (detail), 2022, photograph, Spain, used with permission. Jenna Keiper & Leslye Colvin, 2022, triptych art, United States. Click here to enlarge image.
This week’s images appear in a form inspired by early Christian/Catholic triptych art: a threefold form that tells a unified story.
Image inspiration: Aging and transformation: the natural cycle of life, learning, growing, sharing. We flower, we leaf, we shed, we become.
Selling the Idea of Pro-Aging Advertisements
We should convince marketers to create ads that accurately reflect the character and value of older adults
By Jeanette Leardi
July 15, 2022
By now most of us are familiar with such classic advertisements as Wendy’s “Where’s the Beef?” or Life Alert’s “I’ve Fallen and I Can’t Get Up!”, which depict older adults like me in stereotypically defective ways. It should go without saying that consumers age 50-plus don’t appreciate being characterized as comical, incompetent, stubborn, tech-averse people.
Creating pro-aging ads takes a willingness to abandon the belief that fear-based messages presenting aging as a process to ridicule or dread are the best vehicles for generating sales | Credit: Allegro/Youtube
However, too many advertisers still don’t seem to get that message, despite the fact that the older-adult market is a huge and lucrative one, well worth engaging.
In our ageist society, older consumers need to become marketers of their own social value, and to enlist others in that cause.
Creating pro-aging ads isn’t rocket science; it just takes a willingness to abandon the belief that fear-based messages presenting aging as a process to ridicule or dread are the best vehicles for generating sales.
In our ageist society, older consumers need to become marketers of their own social value and enlist others in that cause. The targeted “customers” are the companies who continue to turn out shoddy products in the form of discriminatory ads.
In other words, marketers must be sold on the idea of creating pro-aging ads. Luckily, such models already exist.
Here are three examples of how older adults can be depicted realistically, without being mocked, debased, or pathologized:
Ad #1 — Allegro, a Polish E-Commerce Platform Trading Company
Like all compelling ads, this one tells an engaging story. A man living independently decides he wants to learn English. His reason, as yet unknown to the audience, inspires him to order a kit online (yes, he’s computer literate) and later a suitcase. He has a goal, which he knows will be a challenge, but because he has a positive sense of his own aging, he believes he can achieve it. What’s more, he finds a creative, low-tech way to assimilate new vocabulary and is diligent and persistent, even when he makes mistakes.
There are humorous moments that aren’t presented at his expense. And lest we think he’s lonely or isolated, we learn that he has a female friend and is quite capable of international travel on his own. We finally learn the motive behind our hero’s personal endeavor in the ad’s kicker, the last thing he says … in perfect colloquial English.
Ad #2 — Subaru
After her trip, a grateful grandmother gets a ride home, probably from the airport, in her granddaughter’s car. The conversation in the car is supportive and sharing; their little adventures show the grandmother to be fun-loving, proactive, and a really “cool” person to be around. The auto’s selling point is that the grandmother had inspired her granddaughter to get the same kind of reliable car that she owns. This ad is a paean both to legacy and to intergenerational appreciation.
Ad #3 — French Telecommunications Company Bouygues
This is my all-time favorite pro-aging ad. It begins with a quirky father with a good sense of humor who’s a kind of maverick, believing that Redbone’s “Come and Get Your Love” is an appropriate holiday tune for his Christmas compilation (“Compil’ Noël”) tape. Various Bouygues products are subtly presented throughout the lifespan of the father and his son, showing the evolution of those products (ATM to car stereo to flip phone to smartphone). This parallels the evolution of the father-son relationship, throughout which the father’s passion and lightheartedness never fades.
The commercial ends with an acknowledgment of the father’s legacy through the son’s relationship to his own child — yet another case of intergenerational sharing.
Don’t assume that all older adults are mindlessly brand loyal.
All of these commercials are elegant, imaginative, compassionate and effective. Producing others like them merely requires more proactive creativity and less lazy, stereotypical thinking. The effort can pay off handsomely, once companies and their ad agencies realize that they have been working against their own interests by promoting messages that marginalize current — and future — older adults.
Elders are primed to buy quality products. Let’s all convince marketers to create more effective ways to sell them.
My Advice for Advertisers
Tell us a story that makes us care and with which we can identify. The overwhelming majority of us are neither uber-elders who skydive nor cartoon characters who angrily chase kids off our lawns with brooms. In general, we don’t want to be seen as extraordinary; ordinary is fine. But we do want to be seen — and respected.
Depict us as the complex individuals that we are. We tend to defy the neat boxes into which marketers and advertisers seem to want to put us. Although this is obvious to most of us, we need you to be aware of it, too.
Address the reality of our challenges as well as our willingness and ability to overcome them. Don’t assume that all older adults are mindlessly brand loyal. Show us how your products can directly and practically affect our quality of life. We can be amazingly flexible, creative and resilient in finding ways to deal with limitations. And we are inspirational models for others when we do.
Use humor in ways that build us up, not tear us down. We appreciate jokes about the human condition that allow others to laugh with us rather than at us.
Show us having affirming, productive relationships with others, especially those of younger ages. Illustrating how all of us go through this lifelong process together can add value to your marketing and build your consumer base.
Include us older adults on your marketing teams. Even before you get to the focus group stage of an already prepared advertisement, front-load your effort by using older writers, designers and production people. Not only will the resulting ad be more appealing to 50-plus consumers, it will save you time and money in the process.
The bottom line is this: Know that the messages you use to sell to us may also be seen and unconsciously absorbed by younger people. In welcoming us, you also welcome their future consumer selves.
And after all, isn’t that your goal?
Social gerontologist and Ageful Living blogger Jeanette Leardi is a Portland, Oregon–based community educator and public speaker who gives popular presentations and workshops on ageism, brain fitness, creativity, health literacy, and caregiver support. Her essays, articles, and book reviews have appeared in The Charlotte Observer, The Oregonian, The Dallas Morning News, Stria, ChangingAging, and 3rd Act Magazine. Read More
Editors Recommendations
Feminist pioneer Joan Ditzion may be best known as one of the authors of “Our Bodies, Ourselves.” After all, the seminal book has been a staple on the shelves of women around the world, ever since the publication of the first commercial edition in 1973.
However, that was only the beginning of Ditzion’s journey into tackling the dual issues of feminism and aging. Now 78, the former art educator-turned-clinical geriatric social worker who lives with her husband Bruce in Cambridge, Mass., spoke with Next Avenue about the latter half of life, the women’s movement, ageism and staying relevant.
This interview has been edited for brevity and clarity.
Next Avenue:What did you learn from the early women’s movement that has carried forward to your current fight against ageism?
Joan Ditzion: I define myself as an aging activist, and having a sense of agency fuels my purpose in life in many ways. One of the things that profoundly affected my attitude was that my values and visions were my feminist values, having been part of the successful social liberation movement in the “Our Bodies Ourselves” project.
A core lesson I learned fifty years ago, in the early days of the women’s movement, is that sexism is a social construction. I had grown up as everyone did in those days, with my sense of myself as a woman in a patriarchal view of society; that women are inferior to men. I was very well loved in my family, but nonetheless, these were the cultural attitudes I was raised on.
“I define myself as an aging activist, and having a sense of agency fuels my purpose in life in many ways.”
I was the other sex, a sex object to please men. A male-centered view of reality was the reality of the world. When I began to realize that there was nothing biologically pre-determined about this, but it’s really just a social construction based on a patriarchal view of the world and sexist attitudes, I began to change my sense of myself, and embraced my identity as a woman and a woman-centric view of the world.
This was probably one of the most formative experiences of my life. Now, more than fifty years later, I fully embrace my identity as a woman in the second half of life.
And over the last ten or twenty years, I have been dealing with changes in my body and my place in the generational hierarchy, this new stage of life and having less time.
I also have had to deal withageist responses to meas an aging woman. I was immersed in the aging field for many years and I understood it well, but began to really integrate it personally as I aged myself.
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What specifically strikes you about people’s attitudes towards older adults?
More problematic than the normal aspects of aging, were the ageist, demeaning attitudes that I was bumping up against. I kept bumping into ageism and my anxiety rose and I feared ‘I was over the hill,I’m less than, I’m in decline, I’m more marginal,I’m a sexually invisible’ and all of that.
But, in my late fifties and sixtiess, this light went off. I was struggling with internalized — and in turn, institutionalized — ageist attitudes, just as I did decades before when I was struggling with sexism. In the early days, I kept thinking, sexism is a social construction. So, I just kept repeating, ageism is a social construction, and it’s our cultural attitudes towards aging, and it doesn’t have to be that way.
Many of us, aging women and men, are asking: How do we balance the affirming positive attitudes of aging with recognizing the realities and problems of aging?
How do you think older women in particular need to navigate this tightrope?
We know that each stage of this life is much more complicated and much more complex than many of our cultural stereotypes or myths or stories. And if we all age consciously and feel, not ‘less than’ because we are aging, we can individually and collectively transform attitudes in ourselves, in society.
It’s a huge, social, cultural problem. It requires collective action, so we should find ways to shift from an age-segregated to an age-integrated society.
Basic research even shows that there’s much lower rates for any kind of mental health, or psychiatric conditions, for people who resist ageist attitudes.
How can older people, and older women in particular, take action, or push back against ageism?
This is such a timely and important topic for everyone. We can all be aging activists.
“So, I just kept repeating, ageism is a social construction, and it’s our cultural attitudes towards aging, and it doesn’t have to be that way. “
Pre-COVID, I used to look for opportunities. I would try to find things I could do to change attitudes.
For example, when I turned seventy-five,I decided to stop dyeing my hair.So, I went to the local pharmacy looking for some gray tint and was told there’s no such thing, that no woman ever wants to go gray. So I started pushing back — insisting it’s part of my natural aging process.
There are moments like this in everyday life, where we can really change attitudes. And my fantasy is if everyone looks for moments like these, we can really begin to address this kind of thing, and listen to ways people demean or put themselves down or diminish themselves or feel ‘less than’ because we’re aging.
The author as a young woman and as she appears now
I don’t know about you, but the chirpy tales that dominate the public discussion about aging — you know, the ones that tell us that age is just a state of mind, that “60 is the new 40? and “80 the new 60? — irritate me. What’s next: 100 as the new middle age?
Sure, aging is different than it was a generation or two ago and there are more possibilities now than ever before, if only because we live so much longer. it just seems to me that, whether at 60 or 80, the good news is only half the story. For it’s also true that old age — even now when old age often isn’t what it used to be — is a time of loss, decline and stigma.
Yes, I said stigma. A harsh word, I know, but one that speaks to a truth that’s affirmed by social researchers who have consistently found that racial and ethnic stereotypes are likely to give way over time and with contact, but not those about age. And where there are stereotypes, there are prejudice and discrimination — feelings and behavior that are deeply rooted in our social world and, consequently, make themselves felt in our inner psychological world as well.
I felt the sting of that discrimination recently when a large and reputable company offered me an auto insurance policy that cost significantly less than I’d been paying. After I signed up, the woman at the other end of the phone suggested that I consider their umbrella policy as well, which was not only cheaper than the one I had, but would, in addition, create what she called “a package” that would decrease my auto insurance premium by another hundred dollars. How could I pass up that kind of deal?
Well … not so fast. After a moment or two on her computer, she turned her attention back to me with an apology: “I’m sorry, but I can’t offer the umbrella policy because our records show that you had an accident in the last five years.” Puzzled, I explained that it was just a fender bender in a parking lot and reminded her that she had just sold me an insurance policy. Why that and not the umbrella policy?
She went silent, clearly flustered, and finally said, “It’s different.” Not satisfied, I persisted, until she became impatient and burst out, “It’s company policy: If you’re over 80 and had an accident in the last five years, we can’t offer you an umbrella policy.” Surprised, I was rendered mute for a moment. After what seemed like a long time, she spoke into the silence, “I’m really sorry. It’s just policy.”
Frustrated, we ended the conversation.
After I fussed and fumed for a while, I called back and asked to speak with someone in authority. A soothing male voice came on the line. I told him my story, and finished with, “Do I have to remind you that there’s a law against age discrimination?”
“Would you mind if I put you on hold for a few moments?” he asked. (Don’t you love the way they ask you that, as if you have a choice?) When he came back on the line, he told me he’d checked the file and talked to the agent who couldn’t recall saying anything about age, nor was there anything about it in the record.
“OK,” I said, “then sell me the umbrella policy.”
“No,” he was very, very sorry for the misunderstanding, but they never sell an umbrella policy to anyone who’s had an accident in the last five years, and their policy is “absolutely age-neutral.”
And if you believe that, I know a bridge in Brooklyn that’s for sale.
Makes you wonder, doesn’t it: Where are all those sources of personal power and self-esteem we keep hearing about as the media celebrate the glories of the “new old age”?
That’s one from my file of personal stories about ageism, but there are other older and bigger ones: discrimination against older workers in the job market among the most important. True, the law now offers a possible remedy in the form of an age-discrimination lawsuit, but who’s going to pay the legal and household bills during the years it will take to work its way through the courts? Who’s going to help those workers deal with the psychic wounds that come from being so easily expendable, so devalued just because of their age?
In her groundbreaking book “The Coming of Age,” published in the early 1970s, Simone de Beauvoir spoke passionately about the stigma of old age — about the loss of a valued identity, our fear that the self we knew is gone, replaced by what she called “a loathsome stranger” we can’t recognize, who can’t possibly be the person we’ve known until now.
Her words give life to a core maxim of social psychology that says: What we think about a person influences how we see him, how we see him affects how we behave toward him, how we behave toward him ultimately shapes how he feels about himself, if not actually who he is. It’s in this interaction between self and society that we can see most clearly how social attitudes toward the old give form and definition to how we feel about ourselves. For what we see in the faces of others will eventually mark our own.
As a sociologist, I have been a student of aging for four decades; as a psychotherapist during this same period, I saw more than a few patients who were struggling with the issues aging brings; as a writer I’ve written about the various stages of life, including a memoir about aging daughters and mothers. Yet until I undertook the research for my recent book, “60 on Up: The Truth About Aging in America” — until I began to read more deeply and to interview people more systematically — I didn’t fully realize how much ageism had become one of the signature marks of stigma and oppression in our society.
Nor did I really get how much the cultural abhorrence of old age had affected my own inner life. So it was something of a surprise when, as I listened to the stories of the women and men I met, I found myself forced back on myself, on my own prejudices about old people, even though I am also one of them.
Even now, even after all I’ve learned about myself, those words — I am one of them — bring a small shock. And something inside resists. I want to take the words back, to shout, “No, it’s not true, I’m really not like them,” and explain all the ways I’m different from the old woman I saw pushing her walker down the street as she struggled to put one foot in front of the other, or the frail shuffling man I looked away from with a slight sense of discomfort.
I know enough not to be surprised that I feel this way, but I can’t help being somewhat shamed by it. How could it be otherwise when we live in a society that worships youth, that pitches it, packages it, and sells it so relentlessly that the anti-aging industry is the hottest growth ticket in town: the plastic surgeons who exist to serve our illusion that if we don’t look old, we won’t be or feel old; the multibillion-dollar cosmetics industry whose creams and potions promise to wipe out our wrinkles and massage away our cellulite; the fashion designers who have turned yesterday’s size 10 into today’s size 6 so that 50-year-old women can delude themselves into believing they still wear the same size they wore in college — all in the vain hope that we can fool ourselves, our bodies and the clock.
If you still need to be convinced about the ubiquity of the assault on our sensibilities by the anti-aging crusade, try plugging the term “anti-aging” into Google. Last time I checked, it came up with 22,600,000 hits, among them the website of the recently spawned American Academy of Anti-Aging Medicine with a membership of tens of thousands of doctors whose business is selling the idea that aging is “a curable disease.” Never mind that the American Medical Association doesn’t accord legitimacy to this organization or its stated mission, it continues to laugh all the way to the bank.
There, also, you’ll find the latest boon to the American entrepreneurial spirit: a growing array of “brain health” programs featuring brain gyms, workshops, fitness camps and “brain healthy” food. And let’s not forget the Nintendo video game that, the instructions say, will “give your prefrontal cortex a workout.”
Will any of this help us remember where we left our glasses, why we walked into the bedroom, or the story line in a film we saw a few days ago? Not likely, as recent scientific evidence tells us.
Surely no one can live in a society that instructs us so relentlessly about all the ways we can overcome aging, without wanting to do something about it. I know I can’t. Why else do I go to the trouble and expense of dying away my gray hair when I hate to sit in the beauty shop? Why else does my heart swell with pleasure when someone responds with surprise when I say that I’m 87 years old? Why else do I know with such certainty that the minute they stop looking surprised is the minute I’ll stop saying it.
As I read, listen, talk, write, it seems to me we’re living in a weird combination of the public idealization of aging that lies alongside the devaluation of the old. And it isn’t good for anybody. Not the 60-year-olds who know they can’t do what they did at 40 but keep trying, not the 80-year-olds who, when their body and mind remind them that they’re not 60, feel somehow inadequate, as if they’ve done something wrong, failed a test.
We live in the uncharted territory of a greatly expanded life span where, for the first time in history, if we retire at 65, we can expect to live somewhere between 15-20 years more. But the story of this new longevity is both positive and negative — a story in which every “yes” is followed by a “but.” Yes, the fact that we live longer, healthier lives, is something to celebrate. But it’s not without its costs, both public and private. Yes, the definition of old has been pushed back. But no matter where we place it, our social attitudes and behavior meet our private angst about getting old, and the combination of the two all too often distorts our self-image and undermines our spirit.
Yet too few political figures, policy experts or media stories are asking the important questions: What are the real possibilities for our aging population now? How will we live them; what will we do with them? Who will we become? How will we see ourselves; how will we be seen? What will sustain us — emotionally, economically, physically, spiritually? These, not just whether the old will break the Social Security bank or bankrupt Medicare, are the central questions about aging in our time.
Lillian B. Rubin is an internationally recognized author and social scientist who was, until recently, a practicing psychotherapist. Her most recent work is “60 on Up: The Truth About Aging in America.” She lives in San Francisco.