This was the title of an article in yesterday’s Washington Post. I can think of a number of answers to this question, none of them publishable.
Two sentences into the article and the writer made this profound statement. “Women, as they look forward to their later decades, are filled with new energy and optimism. Men are filled with despair and anger". She did admit that this was ‘exaggeration’ but then went on to quote the psychotherapist Jed Diamond, author of "The Irritable Male Syndrome" who took the catastrophic view that "men are in decline" because "traditional male roles are no longer what's needed for economic and interpersonal success in the world." As a result, they are lost and confused about what they can expect in life.
The article lightens-up after this depressing start and has some very funny observations.
The serious point for marketers is this: there is no doubt that men and women age in different ways and that there wants and needs seem to diverge as they get older. This article, nor any others I have read, explains this phenomenon. I don’t think many people have given the subject much thought. Just don’t make the assumption that women and men’s behaviours stay in sync as they age, they don’t. Dick Stroud www.20plus30.com
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