Are We Free Men Capable of Behavior Change – or Marketers’ Negative Stereotype?

Talk to ad industry people and you’ll learn that a disproportionately small share of ads target us 45+ guys. Though we’re a large portion of the population (and consumer spending), those who steer the spending of ad dollars are more interested, proportionally, in women and younger guys.

But OlderBeast isn’t about business, so why bring this up? Because it reflects “conventional wisdom” about us: that we rarely try new things, and that in many categories (e.g. nutrition), women make decisions for us.

Why highlight this at OlderBeast? As positive provocation for OlderBeasts: Let’s cultivate willingness to experiment and change, and take charge of health-impacting decisions for ourselves!

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Talk to ad industry people and you’ll learn that a disproportionately small share of ads target us 45+ guys. Though we’re a large portion of the population (and consumer spending), advertisers are more interested, proportionally, in women and younger guys.

But OlderBeast isn’t about business, so why bring this up?

Because it reflects “conventional wisdom” about us: that we rarely try new things, and that in many categories (e.g. nutrition), women make decisions for us.

Set in your ways. Don’t choose much for yourself. Even when the beneficiary or victim of the product is yourself, as is the case with nutrition. Does this describe you, brother?

I’m not trying to change ad spending. Rather, I highlight this as positive provocation for OlderBeasts: Let’s not be the stereotype…let’s cultivate willingness to experiment and change, and take charge of health-impacting decisions for ourselves!

EXPERIMENTATION IN YOUR FITNESS ROUTINE

Researchers say perception of time—whether it seems to have flown or rolled slowly by—is greatly impacted by how many different events and themes there are to remember.

That’s why a week traveling among cities and seeing new things seems longer, in memory, than a week at the beach.

So, by seeking variety and new experiences, you can make the years of your life feel longer. And if experimentation with physical activities is one way you do this, then you can actually add years to your life, as well.

Friendly Challenge: In the next six months, do two or more of the following. In addition to physical benefits, you’ll meet new people and go new places because of them (wellness benefits that make life richer).

1. Take up (or return to) running

2. Include swimming and/or yoga in your fitness routine (for sure, at least one of these, since they have special benefits from controlled breathing).

3. Get into a High-intensity Interval Training (HiiT) workout program.

4. Since you never forget how to ride a bike…start riding one.

5. Start (or return to ) strength training. It doesn’t need to be about the gym and weights if you don’t want – bodyweight “calisthenics” are great.

6. Try out kayaking or stand-up paddle boarding.

7. Plan an adventure, big or small. A cycling or backpacking trip, a long hike, an adventure race with friends.

8. Just start walking. In your neighborhood, near your office (or maybe to your office), in parks and on trails. At the beach.

PERSONAL RESPONSIBILITY FOR NUTRITION

For many guys, marketers’ stereotype is true. Your wife or significant other mainly decides what food’s in the house. Nutrition-focused media and advertising thus mainly ignore you.

If you’re like many, you’re more attentive to what you put into your car, how you feed your lawn, or what kind of light bulbs you use…than you are to what you put into your body.

Meanwhile, every day there’s further evidence food is one of the best medicines out there for all kinds of health issues, big and small. Or one of the worst poisons: e.g., obesity-related diseases continue growing, and people refer to sugar as the new tobacco.

Even if you’re just focused on appearance, most people find exercise alone is not enough to really change how you look. Especially at our age. You need to add strong nutrition into the mix, dude.

So, please start paying attention to things you need to know about nutrition, and participate in household food choices. For basics of a sound approach, start here.

Friendly Challenge #2: During the next six months, target at least one positive nutrition improvement (add a good-for-you thing into your diet). And at least one removal or reduction of a bad-for-you thing (sugar, white flours, high-saturated-fat foods are good places to start).

TAKE ACTION for behavior change

Fitness and nutrition sometimes get stuck in an ever-receding self promise of “I’ll start being better about this stuff soon.”

It’s easy to understand why. With life being busy, there always seems to be a reason why today is not convenient to undertake a new activity, or to plan and make changes to food you eat. And it doesn’t seem like a big deal to have a little more time go by before you focus on health.

So, many of us might say to that marketing person who steers ad dollars away from us, “I’m not set in my ways or dependent on someone else’s decision-making forever…I’m just in that mode right now.”

But it gets harder to make these positive changes the more time goes by, man. And meanwhile, depending on whether you want to frame this negatively or positively (I’ll do both): there’s damage being done…OR, opportunities being missed.

Given human nature, sometimes it’s more motivational to prove other people wrong, than it is to be right ourselves. So if thinking about it this way helps light a fire…let’s prove those marketers WRONG, guys.

 

“Doesn’t have a point of view, knows not where he’s going to. Isn’t he a bit like you and me? Nowhere man please listen, you don’t know what you’re missing. Nowhere man, the world is at your command.” (The Beatles, Nowhere Man – click to listen)

If you think this would be useful to others, please help spread the word about OlderBeast by sharing this post with the social media buttons below. THANKS, MAN.

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Six Fitness Actions You’ll Thank Yourself For *NEXT* Thanksgiving

Happy Thanksgiving. I hope you have much to be thankful for this year, man. Even while you gratefully make note of all that, this is also a good time to think ahead.

What would you additionally like to be thankful for next Thanksgiving?

What if on Thanksgiving 2018 you could take a personal inventory and conclude:

1. I’m staying more motivated for fitness – and avoiding major backslides

2. I’m eating better (not perfectly, but better)…and I feel better for it

3. I forgive myself for not always following my fitness plans…but I hold myself more accountable to usually do so

4. I’ve varied my fitness routine, so I’m in better all-around shape than I was a year ago

5. I’m using exercise to better combat stress and make my life feel more spacious

6. If needed, I overcame aches-and-pains to do these things – instead of letting 2018 be a year of narrowing possibilities

Dude! That would be an incredible “thanks” list. So enjoy the coming weeks of 2017 wrap-up and holidays, yes. But I invite you to also make this time a springboard into a meaningful 2018. (Don’t wait for the cliched New Year’s Resolution.)

Here’s the why-and-how of six actions you can take, starting now, to add to your “thankful for” list for next year.

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The OlderBeast Way to Fitness, Nutrition & Joy for 40+ Guys

40+ men are less well-served by existing “fitness and health” media than women and younger guys.

I created OlderBeast to address this gap. If offers friendly advice and occasional inspiration from a “regular guy” who built up important insights and results-producing approaches, via his (my) own experimentation and life experience over the last 13 years.

To help you get started, I’ve published a free e-book: The OlderBeast Way. I hope it helps you thrive, brother.

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Work At Home? Avoid These Five Fitness & Health Pitfalls!

Guys who go to an office daily might think: “Please…cry me a river about your zero-minute commute. I’d love that time back.”

It’s counter-intuitive that working at home, with commute time avoided, has fitness- and health-related pitfalls. After all, the #1 reason for not exercising is “I don’t have time.”

But having worked at home about half the time over the last decade, I can tell you first-hand: here are five fitness/health challenges that arise (and tips for overcoming them).

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