If you are turning 50 this year, you may be a bit apprehensive. After all, life in your 50s is a time of transitions. If you had children, they have probably left the house and are beginning the long process of building their own lives.
Do you often think about getting older? Do you ever find yourself regressing to a younger age? I know I do! There are times when I am traveling to a new place that I feel myself becoming deeply connected with my inner-child. Looking out the window, I remember the wonder of discover and the simple pleasure of seeing a place for the first time.
If you’re a woman over 60, I guarantee that, at some point in the last few years, a young store clerk has called you “dear,” “honey,” or “love.” They are just trying to be sweet, of course. At the same time, they would never call someone their own age one of these names. So, why do we get the “honor” of being pampered with such gentle and obsequious titles?
Turning 60 is a major milestone for many women. When we turn 50, most of us are in good health. We are usually at the top of our careers and have rich social lives, filled with family, friends and colleagues. Yes, some of us might be worried about the future or “where the time has gone.” But, for the most part, turning 50 is somewhat of a non-event. Turning 60 feels different.
I’ll be the first to admit that finding gift ideas for women over 60 is tough – even when you’re one yourself! As I’ve gotten a little older, I’ve started to notice that buying presents for my friends has become more difficult. Maybe women over 60 place less value on material things. Or, maybe our tastes simply change as we age.
Myths are stories that create stereotypes. They are only true if we allow them to affect the way we live. This is true of the many myths about aging. If you believe what you see on TV, older people are forgetful, afraid of change, isolated, technophobic and weak. The problem is that these are not harmless perceptions. They may actually cause older women to live up to the expectations that society sets for them.
What is being 60 years old really like? It’s a harder question than you might think. Women over 60 are unique. We try to explain to marketers that we are not easily categorized. Still, advertisers like to bunch us in categories like “Boomer” and “Senior” which to them seem safe demographic boxes.
Many boomer women are in transition. They are leaving behind full time jobs, family responsibilities, and roles that defined them in the past. They are changing the way that they relate to the world.