Recently I have been reading excerpts from the book Never Say Die and listening to author Susan Jacoby discuss her contrarian opinions to the popular culture on aging.
Boomers have always defined marketing strategies in every decade they have lived and so far they are doing the same as the leading cohort turns 65. “Living longer better” is one popular tag-line that resonates strongly throughout many marketing empires. You will notice I use a similar one in some of my materials!
It is attached to everything from skin creams, health supplements, financial services, lifestyles and even bathtubs. Buy this and you will live longer, better. Use this and life will be oh so much sweeter.
But will that same tag-line hold up once the boomers turn 80 and 90? For it to do so there are many individual and societal challenges to be overcome. There are two that might change the tint on those rose coloured glasses pretty quickly.
First are the real statistics for dementia. Research shows that boomers are more concerned about dementia than they are cancer. There are now known treatments for cancer and some people are fortunate enough to experience permanent remission enabling them to live quite well thank you.
The same is not true for dementia and if current statistics are not alarming, future statistics are as the boomers enter real old age (80) in 2026.
Alzheimer’s “Rising Tide” report provides an insight for 2038… more than 2.8% of the population (1.125m) will suffer from dementia. It suggests there will be one new diagnosis every two minutes.
Dementia will cost money, lots of money ($153 billion by 2038) not only for families but also the public purse and it seems all levels of government are too confused and likely too scared to address the coming burden sincerely. Where will the funding be found? Which sacrosanct policies will be sacrificed and at what cost? And imagine… Canadian governments have yet to address or plan for a national strategy.
Secondly, individuals have not done that greater job saving for retirement. True, some might argue there have not been the incentives to do so. Personally I think the financial services industry has done a great disservice to the general public for a long time in not building the “knowledge banks” of soon to be retired people. Regardless, I sense there are few individuals who have truly calculated their savings needs to ensure they live longer better through and into their 90’s and perhaps even as centenarians. If they have, few have reconciled the need to save more now to meet their targets later.
Much of the marketing media for ageless living is targeted towards those earning what I might term as “higher” incomes. While some of these folks will fare well economically (especially if they are fortunate to inherit money) there is a larger and entirely different group who will live on far less money. Will they be living longer better? I doubt it.
Susan Jacoby makes a good point. Looking at the often unrealistic rosy picture of aging being dished out by many marketing companies in fact impedes boomers from facing the realities of real old age into the 80’s and 90’s. For many these years will not be as rosy especially for women who are too often left holding an emptier pot.
Steps to take now to hedge your otherwise rosy bets?
- Recognise the likely challenge - you are going to live longer
- Engage a financial advisor who believes the same philosophy and has the tools to massage the real outcomes
- Start saving sooner than later – the sacrifices necessary will be smaller
- Assume there will be hiccups along the way
- Factor in the possibility of a personal status change
- Consider you might become a morbidity statistic before a mortality statistic
- Memo to professional women: Overall research shows women need to become more knowledgeable about the gaps in their future financial security
Hey… planning is not an exact art and spreadsheets often turn out differently than when they are first presented. Yes, we should all live in the present but more of us perhaps need to find a little time to consider a range of possibilites and not just the rosy ones. Running out of money is no joy ride.
Susan's book Never Say Die is worth the read.