Sixty is the new 40. Who said that?
Actually, no one famous we know. Must be any of the 60-year-olds or 70-year-olds who mean to tell the world that age is no biology but a psyche. (If we remember right, it was Oprah who said that 50 is the new 30, and such age-defying pronouncement splintered into so many variations that attempt to stress how age today is more than biological function. Our smart-alecky staff even said that 30 could be the new 10.)
Truth is, the world is getting younger as it grows older primarily because the older generation is more productive and upbeat about life than the generations before them—and wiser. Don’t count us out, just yet, they say.
In the ’90s, at the Stanford Publishing Course, media experts tagged the senior generation as the Third Age—a strong spending and decision-making force which lifestyle marketers the world over were beginning to pay attention to and to woo. Theirs is a lifestyle that’s not only discriminating, but also vibrant and dynamic.
In this new Lifestyle subsection which our editor in chief has aptly called S, we regard the Third Agers as more than a marketing demographic; we see them as a voice we should listen to to start our day or cap our evening.
It’s a voice with rich, varied tones—sober, wacky, wise, sad, reflective, hilarious, fun, sexy.
But always, it tells a story.
Always, it brings surprises into our day—and learning into our moment.
But hey, S has no approved therapeutic claims. TSS