We are getting used to seeing ageing stereotype-busters in the media and they are increasingly delightfully positive portrayals.
In this blog, I’ve written about some of the darker stereotypes of ageing; ageing prisoners, the rising incidence of sexually transmitted disease in retirement homes, increasing drug abuse and suicides, but this one is new to me.
It all started when a 60-year-old bodybuilder ignored his doctor’s advice to stop using hazardous anabolic steroids, prior to a weightlifting competition.
Note 1) 60-year old bodybuilder.
Note 2) using hazardous anabolic steroids
According to this article, he was taking testosterone replacement treatments plus stem cell infusions, gotten illegally from his trainer. Wow!
His doctor advised him to discontinue the testosterone because blood tests showed the level in his body had increased roughly sevenfold from a year earlier. Perhaps the desire to maintain body mass and strength clouded the patient’s cognitive skills.
Loss of muscle mass and cognitive decline are just two of the 25 Effects of Ageing we cover in our book ‘Marketing to the Ageing Consumer‘.
Download our free pdf of the 25 Effects of Ageing here.
Read this article in Adweek screaming that it’s time for advertising to stop perpetuating negative stereotypes about aging.