According to new research published in the journal of Social Science & Medicine, most people “bottom out” in their mid-40s, describing themselves as unhappy or depressed. I found this fact surprising, after hearing for years that the mid-40s for many represent a stage when everything in their lives peaks…from childrearing, to career paths, to the utter (if not Zen) wisdom that surfaces after years of life experience. But before you get depressed in reading such a statement, consider the good news: the same research reveals that people describe themselves as happier at age 50 and beyond.
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Andrew Oswald of the University of Warwick in Britain collected data from health and social well-being surveys since 1972 to reach this conclusion, determining that happiness follows a “U pattern” regardless of a person’s geography, gender, economic status and other factors.
For trailing edge boomers (those born between 1955 and 1964), who tend to be idealists, this study should offer hope. The best years really are ahead of you. Oswald suggests that there are several reasons for the happiness “U.” People in their 40s tend to face unfulfilled dreams and admit personal weaknesses at this stage. When they hit their 50s, they have passed through this rugged terrain and begin celebrating their lives again.
As a marketer, this research is an important revelation, one which contradicts the long-held belief that as we hit 50, depression rises. When you target the 40ish boomer, consider that he or she could be going through a natural psychological slump and may pay more attention to a product or service that provides a sense of hope and self-worth in the face of the emotional (if not existential) turbulence. Remind them that whatever their current accomplishments, all their dreams may still be on their way.
Amanda Sobanet