Half Way to 90…

I turn 45 this week and my son innocently pointed out that I’m half way to 90.  I’m glad to know his math skills are up to par, but am I now middle aged?  Who knows if I’ll make it to 90 and what is middle aged anyway these days? The great Hall of Famer Satchel Paige who pitched his last professional game at age 60, once stated, “Age is a case of mind over matter.  If you don’t mind, it don’t matter”.  He also said “How old would you be, if you didn’t know how old you are?”.

In my mind I still feel 30, but my body often feels 60.  When I look in the mirror, my thinning hair with scattered greys is startling along with what I now believe to be permanent bags under my eyes.  I’m also accused of making “dad jokes” and on occasion referencing something totally lost on the younger people in the room like Pearl Jam or Joe Montana.

Age is a strange thing. As marketers we group people into categories by age like Millennial, Gen X (me), Baby Boomers, etc.  We slice and dice these demographics in an attempt to reach our target markets.  It’s important to understand the differences and the best ways to reach each segment. There usually isn’t a one size fits all solution, but there are some things that bring us together like sports and entertainment.  We may consume it differently, but the passion or fandom creates a common bond.  Research tells us Boomers are more emotionally driven and like to keep things simple whereas Millennials are much more absolute in their thinking. Boomers are less influenced by others whereas Millennials rely more on their peers to make decisions.  You may also argue someone’s mindset or attitude is a much bigger factor than their age.

Another favorite quote is from the great John Wooden who once said “It’s what you learn after you know it all that counts”.   Staying in touch with the ever-changing world around us is crucial.  Feeling young is essential, even if we may not look the part.  Passing on some wisdom to my son and trying to make a little difference in this world will hopefully make the next 45 years truly fulfilling.  Enjoy each day and make the most of it.