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On this #LittleWhiteLie we talk with Ageist Founder David Harry Stewart and ask the question "What is Different About Being Over 50 Now vs 20 Years Ago?" http://www.TheLittleWhiteLie.com
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0:00
Welcome to the Little White Lie with Karen Glasser. The Little White Lie is all about
0:07
the lies we tell ourselves about getting old and how to love the age you are in. Join Karen
0:13
and her guests every week as they share their stories, expertise, tools, and tips on how we
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can embrace our authentic self and say yes to embracing our little white lie
0:23
hello everyone karen glasser here and welcome to the little white lie i am your online influencer
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and the founder of the little white lie digital network i am so excited that you're here and as i
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say at the beginning of every show if you're here on replay we're delighted make sure you comment
0:46
right below because we will make sure to answer your questions pop them up on the screen if you
0:52
are live and if you're so inclined share it out we would love for you to share the show there just
0:57
look down on your mobile device or on your computer and click that share button and send it out to all
1:02
of your networks as i do at the beginning of all my shows we're going to show the reveal of my little
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white lie my hair is growing out let's take a look and yes it is definitely growing out
1:16
I encourage you to go visit thelittlewhitelie.com to watch and read all of the posts and all of the past shows, as well as when you share, make sure you use the hashtag, thelittlewhitelieactually, hashtag littlewhitelie
1:34
So today we're going to be answering the question, what is different about being over 50 now versus 20 years ago
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And my guest, I'm so excited to have him on. He is one of the founding partners of Aegis, and that is A-G-E-I dot S-T
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Very cool website name. I'm going to throw it up in a second. It's an end-to-end media company dedicated to promoting a better understanding of later lifestyles
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Through ongoing research programs, Aegis has gathered insight, trends, and lifestyle of the leading-edge emerging group of people over the age of 50, which would be me, and I think it's also a lot of our viewers as well
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All aspects of how later life is being lived are changing, and Aegis has positioned itself to better understand these disruptive changes
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So without further ado, I bring in my very special guest, David Stewart
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How are you today, David? I'm great, Karen. Thank you. Thank you for having me today
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I am beyond excited that you're here with us today. And the reason for that is that this is your playground
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This is what you do. And so before we even start and go and answer that question or discuss the question, I want
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to ask you, what is your little white lie? This is the lie that we tell ourselves
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Yes. I have a delusion that I can run like I used to ran in college and it's not true
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Not even close. Not even close. That's great. Not even close. You know, like double the time
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I love that. I totally love that. I never could run, so I don't even have that delusion
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But that is definitely, definitely one of those little white lies. So let's just jump right in
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What is different about being over 50 now versus 20 years ago
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Let's just throw out one answer that you want to throw out, and then we're going to dive into other questions
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What's one of the reasons that we're different? How old are you, Karen? I'm 60
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So you're probably going to live another 40 years. At least. Right
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So that's like a big difference. And so the knowledge of that, the belief of that really underpins everything
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So, for instance, if you thought that you were really only going to live another five years, you're probably just going to suck it up and it's the lazy boy in the television
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That's it. But if you think you've got another 40, 50 years in front of you, you're going to behave quite differently
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You going to really investigate what around you You going to get rid of the things that don work for you You going to emphasize the things that do work for you and you probably going to look at life as having you have a whole second life and this really never this wasn the case before
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So, you know, while we're talking to David, guys, I would love for you to put your comments in
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what you think is different about being 50 these days versus 20 years ago. So talk a little bit
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about the age's findings on how this age group is differing from 20 years ago
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Well, it's really underpinned by that. What I just told you is that it's a belief that's backed
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up by what people read. I mean, they can see it in themselves. We're the first generation that's
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really exercised our whole lives. We take vitamins. We know it's not a good idea to be
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overweight. We know it's not such a great idea to smoke. So there's like all these things that
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we've availed ourselves to that our parents didn't. And then we also have the experience of seeing what
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happened to our parents and our grandparents, how they kind of took it easy. And then, you know
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there was retirement and that didn't work out so well. And they just kind of aged and
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just kind of went off into the sunset. And I think the people like us
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I mean, so far, that doesn't really seem to be on the agenda for us
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There's a lot of other things that we'd like to get done. Absolutely. I totally agree. Nancy Ferrari says we're much more vital and embrace opportunities
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Right. Exactly. And I would have to agree with that. Yeah. So why do you think brands are completely not getting this
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All right. So that's like a really big question. but I so here so I'll give you some of the answers really so that the line in
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the sand moved and and they didn't notice that's one answer I think they've
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kind of noticed but it's a it's we're much harder to communicate with because
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our what happens is our demographic has has splintered right like 20 year olds
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all over the world are pretty much the same culturally it's they're very easy
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to speak to. They're super easy to market to. But as we get older, the brands have to
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really use their brains because the demo is split where wealth, education, geography
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and most importantly is that thing that I mentioned earlier. It's how people view themselves
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in the future. So that's really the key thing. And that's kind of a hard... Brands love things
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like quantifiable data. And that's kind of a hard one for them to get around
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They're used to taking an entire, like, you know, everyone between 20 and 25, and you just
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can kind of mark it to the whole group as this certain thing
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But if you do that to us, you get this kind of gray indiscreet blob
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I mean, gray not your hair, but just kind of like, you know. Thank you, David
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I have no hair, so it's not a problem. I know, I know
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But you know what I mean? They take everybody and they're like, well, what's the composite of this group
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And they get a nothing. They get like those people you see in pharma ads. And that's a massive fail for them
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So it's difficult. I think there's also a lot of delusions out there about what we're about
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The idea that we have some kind of baked-in brand loyalty. If we're any more brand loyal than a 25-year-old is, we're not
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This idea that somewhere at 50, we stop consuming. We actually provide 70% of the total consumer spending in America
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This idea that they need to be digital, and somehow that's contrary to us
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We're not digital. Only millennials are digital. Thank you for bringing that up because that actually is one of the topics that we discuss here in this show that we do
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is that there seems to be this disconnect that somehow when we get older that we can actually operate any kind of technology And here obviously I go against the grain and I not the only one By a show of hands guys out there you on Facebook right now You watching the show live and just by the nature of that beast you are in technology You are watching the show So
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you know, what are some of the aspects of effective communication that might benefit
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you know, the brands out there? Well, it's an interesting, that's a really interesting
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question. I think that if you look at the demographic at the, well, I'll just talk about
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the ageist group because we have kind of a certain leading edge group of people that we're interested
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in. And they're really defined sort of by their curiosity. They're highly curious people
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They tend to have this belief that we spoke about, rational or irrational. They feel that
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they're going to be around for a long time. So, you know, the thing to do is to speak to that, to speak to their vitality, to their
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they feel empowered. And most of the imagery out there, most of the messaging is disempowering
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So with like with pharma, they're going to, you need to be disempowered so you can buy
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one of their products to empower you in some way. Now, I don't feel like there's anything particularly wrong with me
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And I don't really go along with that sort of that wouldn't work for me
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And I think that speaking to us as if we have that we are strong, we are empowered, we have knowledge, we are capable of learning
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Our group starts more businesses than any other group in America. Yes
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And they're more successful than anybody else's businesses. Why do you think that is
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But why do you think that is the knowledge behind it? Well, it's well, it's multifold
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It's the knowledge behind it. Indeed, we're a little less foolish than we were when we were 30
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A little bit, you know, speaking for me. Some people are more wise than I am
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There's also the idea that there's ageism in the workplace. So people age out of their jobs
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They age out of their careers. And really, the reality is they're probably not going to get another job, right
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So they need to start something to stay, you know, because work is so important to us
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It's really our sense of agency in the world. After the, you know, our kids are grown and we might have hobbies
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But I think that starting, that's, I think there's a lot of it
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I mean, people don't talk about that. But I think that's a lot of the reason is people already start business because they have to
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yeah and the i call them accidental entrepreneurs that's something that i've said in the past and
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you know we find ourselves without a job what are we going to do next nobody's going to hire us
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maybe they would but we think they're not and maybe they won't i don't know the accident
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entrepreneurs so the elephant in the room and and i will whether you want to address it or not let's
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talk about art i mean is you know i find it interesting with our thing i have a woman
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CEO now, right? Yeah, Janet Jenkins. Yeah, so is ARP lagging behind
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They're behind the times? They're running to catch up because us older individuals
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are much more in tune, much more able to do things and ARP is just not kept up
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or maybe they're trying to keep up. What do you think? Well, how truthful
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do you want me to be with that? I would love you to be as truthful as you are comfortable being
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and I mean that and I know we've had some other conversations and so I'm leaving it up to you, David
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how much you want to talk about that. Well, okay, I'll give you a few statistics. So
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the group that they serve, which they keep lowering the age on, I mean, I don't know what
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it's down to now. That group, even if you just keep it at 55 plus, so that since 2008, that age
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group has grown by something like between five and 10%. That population has grown. During the same
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time period, their membership has fallen about the same. Wow. So, I mean, I can tell you that, I mean, I don't really have any strong feelings about
12:51
them either way I can tell you what the people that we talk to treat them like a disease literally Wow And I mean I can just quote from what who the white haired guy on CNN Anderson
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Cooper. So there's this like great thing. If you want to hear what, Anderson Cooper
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returns 50. And this is on live CNN. He says, I got the dreaded envelope. And the co-host is like
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what envelope? He's like, you know, the AARP envelope. And he says, it felt like a dagger in
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my heart. So, I mean, that would seem to be a bit of an image problem when somebody associates your
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brand with instant death. I agree. I agree. I don't know. I don't know either. You know
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my husband is 12 years older than I am. So he got his ARP thing a long time ago. And guess what
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Whoever you're connected with, the partner also gets the ARP thing. So I got my ARP thing in my
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40s, believe it or not. And I was like going, oh, okay, I'm now with ARP. And I thought, well
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maybe I'll get a discount on a hotel room. Because at that point, that's what I thought it was good
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for. So it's interesting, you know, for our audience, go ahead and put your comments in
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there. I'm going to put up a couple of comments because they're really great. Michelle O'Neill
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says, I feel like they are out of touch with the reality of their audience. Yep. And Nancy
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Ferrari says, wow, surprised. Anderson Cooper would say that. And then Sandy Weisberg
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and we got a guy on with us today, which I'm thrilled when we have our men join us. My
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millennial son always calls me the old dinosaur baby boomer. And I'm still super proud of him as
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he has succeeded at so much more than me. We are survivors with a lot of heart. Somehow we have
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failed to pass that heart on to our millennials. What do you think about that? I don't know
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You think we don't. I'm not sure I agree. I don't I don't know about that
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OK, fair enough. And we have another Michelle. She says, my mother, 82, goes to two dance classes
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twice a week. Go Michelle's mom. Right on. Awesome. This is such an interesting conversation
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And obviously we could go on and on and on. But my promise to our audience is that we keep these
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short and sweet. David, any line comments before I put some of the ways that they can
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stay in touch with you? I'm going to put them on the screen in just a second. Give us thoughts about this
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Well, you know, really what we're talking about here, Karen, is it's an
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entirely new life phase. And it's never before existed. So it's really similar to the way
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the teenager was like invented in the 50s or adolescence came to be
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in the early 1900s. We have this new period of time where we're not young
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but we're not elderly, right? So we're in this other period, and this time period is expanding
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So, you know, maybe now it's between like 50 and 75. Maybe it'll go to 85, 95
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I don't know. But it's a remarkable period of time, and people talk so much about the downside
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to the aging population. It's this burden. Well, they can look at it that way
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but the thing is, as we keep working, we're productive and we're consuming too
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We're not just like living in a cave, right? Right. So there's a lot of upside to this
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that I think people haven't really looked at yet. I agree. And you know, for those of you
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and I'm sure almost, I'm sure everybody on the call right now wants to go actually go visit your webpage
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Oh, they should. Absolutely, they should. Go visit it at www. And again, look at the way it's spelled
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A-G-E-I dot S-T. It's not a dot com, it's a dot S-T
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I love that. And if you want to follow Aegis on Facebook, just type in WeAreAgeist in the search window and you will find the page
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Go ahead and like that. And on Instagram, you can follow Aegis at WeAreAgeist, right just like that
16:48
And again, for those of you who want to go check out my site, go to LittleWhiteLie.com and hashtag LittleWhiteLie
16:55
We want to thank you because we know that you have a choice as to how you spend your time
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And you chose to spend it with David and I today. We are forever grateful
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We will hold that for the rest of the week until we come back next time on the next episode of The Little White Lie
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Goodbye, everyone. Bye