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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Your Fitness Mix Beyond 40: Six Signs You May Need to Change It Up

To begin with, you DO need a well-balanced mix of fitness activities.

I don’t care if you can run far and fast, bike up steep hills, or lift impressive amounts. If any of those things is all you do, brother, you won’t have the best blend of endurance, strength, flexibility and balance to stay physically vital for your hopefully-many decades to come.

Past 40, God-given levels of these physical traits do start to erode. It’s only by our conscious and continuous effort, via a good fitness mix, that we maintain them. This foundational OlderBeast article talks more about this need to seek more diverse fitness.

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Aging Guys’ Fitness Motivation Secret: Embrace the Connection to Joy & Meaning

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40+ Men’s Biggest Fitness Secret: Harnessing the Power of our Minds

If you let yourself, you can feel melancholy and “wallow” in the fact that, as 40+ guys, our maximum physical potential is in the rear-view mirror.

BUT how close did you come to actually fulfilling that potential? In the practical world, achieving 95-100% of today’s and tomorrow’s potential can result in a fitter, stronger You than ever before. And a happier one (in the broadest sense of fitness – Wellness – happiness is a key ingredient, man).

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