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!


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!


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.


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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We know fitness/nutrition investments we make directly improve our sense of emotional well-being and our intellectual effectiveness.

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“Too Old” to Run (or Bike) Up That Hill? This Will Help You Keep Saying “Hell No.”

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Aging: 3 Reasons Why You’re Not as “Over the Hill” as You Think

We’re not 25 anymore, physically (duh). But 40++ guys (and gals) can feel pretty darn good if they’re physically active, eat well, get enough sleep and manage stress. And perform pretty well too – in endurance events, strength activities, skill sports and daily life.

Consider these recent news items. A 52-year-old guy set the world record for most push-ups in an hour. At the USA Track & Field masters’ championships, women in their 40’s, 50’s, 60’s, 80’s, 90’s and 100’s turned in “age-defying” performances.

The glass-half-empty views says 40+ means “over the hill.” But the quest to live in glass-half-full mode raises these questions: 1). What’s the nature of this “hill?” Is there one crest, or different ones for different things?…2). When do these crests come along?…3). How steep is our slope post-crest?

I’ve researched this a bit, and here are my conclusions so far. Yeah, our “VO2max” aerobic capacity is lower, and we have less fast-twitch muscle fiber for explosive things like sprinting and jumping. But there are also several pieces of good news from research, brothers.

Read on for a summary of good-news points and links to research sources. Plus, some amazing data on how today’s OlderBeast-age guys would have done at the first modern Olympics in 1896.

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