<?xml version="1.0" encoding="UTF-8"?><rss xmlns:dc="http://purl.org/dc/elements/1.1/" xmlns:content="http://purl.org/rss/1.0/modules/content/" xmlns:atom="http://www.w3.org/2005/Atom" version="2.0" xmlns:itunes="http://www.itunes.com/dtds/podcast-1.0.dtd" xmlns:googleplay="http://www.google.com/schemas/play-podcasts/1.0"><channel><title><![CDATA[Consumer Ageism]]></title><description><![CDATA[For Everyone who wishes the restaurant would turn the lights up and the music down.]]></description><link>https://consumerageism.substack.com</link><image><url>https://substackcdn.com/image/fetch/$s_!Iwyj!,w_256,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fconsumerageism.substack.com%2Fimg%2Fsubstack.png</url><title>Consumer Ageism</title><link>https://consumerageism.substack.com</link></image><generator>Substack</generator><lastBuildDate>Wed, 04 Nov 2026 13:09:15 GMT</lastBuildDate><atom:link href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Ffeed" rel="self" type="application/rss+xml"/><copyright><![CDATA[John Bateson]]></copyright><language><![CDATA[en]]></language><webMaster><![CDATA[consumerageism@substack.com]]></webMaster><itunes:owner><itunes:email><![CDATA[consumerageism@substack.com]]></itunes:email><itunes:name><![CDATA[John Bateson]]></itunes:name></itunes:owner><itunes:author><![CDATA[John Bateson]]></itunes:author><googleplay:owner><![CDATA[consumerageism@substack.com]]></googleplay:owner><googleplay:email><![CDATA[consumerageism@substack.com]]></googleplay:email><googleplay:author><![CDATA[John Bateson]]></googleplay:author><itunes:block><![CDATA[Yes]]></itunes:block><item><title><![CDATA[#292 Is “ Being OLD” getting older?]]></title><description><![CDATA[How does a Society decide when you are &#8220;OLD&#8221;? It matters.]]></description><link>https://consumerageism.substack.com/p/292-is-being-old-getting-older</link><guid isPermaLink="false">https://consumerageism.substack.com/p/292-is-being-old-getting-older</guid><dc:creator><![CDATA[John Bateson]]></dc:creator><pubDate>Sun, 01 Nov 2026 18:02:09 GMT</pubDate><enclosure url="iframe.php?url=https%3A%2F%2Fsubstackcdn.com%2Fimage%2Ffetch%2F%24s_%21c7RX%21%2Cf_auto%2Cq_auto%3Agood%2Cfl_progressive%3Asteep%2Fhttps%253A%252F%252Fsubstack-post-media.s3.amazonaws.com%252Fpublic%252Fimages%252F0b4008c8-42bd-4ca6-aedd-047fad3a4aae_2200x1650.png" length="0" type="image/jpeg"/><content:encoded><![CDATA[<p>Researchers have used results from a large recurring survey to answer this question. Every two years it covers 28,000 men and 28,000 women. They come from across Europe. The sample is big enough to look at individual countries. In one case they compared the results for 2006 and 2018  and in another the ten years leading to 2018.</p><p>A Five Minute Read</p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/subscribe?&quot;,&quot;text&quot;:&quot;Subscribe now&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fsubscribe%3F"><span>Subscribe now</span></a></p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/p/292-is-being-old-getting-older?utm_source=substack&utm_medium=email&utm_content=share&action=share&quot;,&quot;text&quot;:&quot;Share&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fp%2F292-is-being-old-getting-older%3Futm_source%3Dsubstack%26utm_medium%3Demail%26utm_content%3Dshare%26action%3Dshare"><span>Share</span></a></p><p></p><p><em><strong>&#8220;At what age, approximately, would you say women/men reach old age?</strong></em></p><p>This is the key question asked in the survey.</p><p>The results show variation across countries and over time:</p><div class="captioned-image-container"><figure><a class="image-link image2 is-viewable-img" target="_blank" href="iframe.php?url=https%3A%2F%2Fsubstackcdn.com%2Fimage%2Ffetch%2F%24s_%21c7RX%21%2Cf_auto%2Cq_auto%3Agood%2Cfl_progressive%3Asteep%2Fhttps%253A%252F%252Fsubstack-post-media.s3.amazonaws.com%252Fpublic%252Fimages%252F0b4008c8-42bd-4ca6-aedd-047fad3a4aae_2200x1650.png" data-component-name="Image2ToDOM"><div class="image2-inset"><picture><source type="image/webp" srcset="https://substackcdn.com/image/fetch/$s_!c7RX!,w_424,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F0b4008c8-42bd-4ca6-aedd-047fad3a4aae_2200x1650.png 424w, https://substackcdn.com/image/fetch/$s_!c7RX!,w_848,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F0b4008c8-42bd-4ca6-aedd-047fad3a4aae_2200x1650.png 848w, https://substackcdn.com/image/fetch/$s_!c7RX!,w_1272,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F0b4008c8-42bd-4ca6-aedd-047fad3a4aae_2200x1650.png 1272w, https://substackcdn.com/image/fetch/$s_!c7RX!,w_1456,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F0b4008c8-42bd-4ca6-aedd-047fad3a4aae_2200x1650.png 1456w" sizes="100vw"><img src="iframe.php?url=https%3A%2F%2Fsubstackcdn.com%2Fimage%2Ffetch%2F%24s_%21c7RX%21%2Cw_1456%2Cc_limit%2Cf_auto%2Cq_auto%3Agood%2Cfl_progressive%3Asteep%2Fhttps%253A%252F%252Fsubstack-post-media.s3.amazonaws.com%252Fpublic%252Fimages%252F0b4008c8-42bd-4ca6-aedd-047fad3a4aae_2200x1650.png" width="1456" height="1092" data-attrs="{&quot;src&quot;:&quot;https://substack-post-media.s3.amazonaws.com/public/images/0b4008c8-42bd-4ca6-aedd-047fad3a4aae_2200x1650.png&quot;,&quot;srcNoWatermark&quot;:null,&quot;fullscreen&quot;:null,&quot;imageSize&quot;:null,&quot;height&quot;:1092,&quot;width&quot;:1456,&quot;resizeWidth&quot;:null,&quot;bytes&quot;:416209,&quot;alt&quot;:null,&quot;title&quot;:null,&quot;type&quot;:&quot;image/png&quot;,&quot;href&quot;:null,&quot;belowTheFold&quot;:false,&quot;topImage&quot;:true,&quot;internalRedirect&quot;:&quot;https://consumerageism.substack.com/i/222068312?img=https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F0b4008c8-42bd-4ca6-aedd-047fad3a4aae_2200x1650.png&quot;,&quot;isProcessing&quot;:false,&quot;align&quot;:null,&quot;offset&quot;:false}" class="sizing-normal" alt="" srcset="https://substackcdn.com/image/fetch/$s_!c7RX!,w_424,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F0b4008c8-42bd-4ca6-aedd-047fad3a4aae_2200x1650.png 424w, https://substackcdn.com/image/fetch/$s_!c7RX!,w_848,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F0b4008c8-42bd-4ca6-aedd-047fad3a4aae_2200x1650.png 848w, https://substackcdn.com/image/fetch/$s_!c7RX!,w_1272,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F0b4008c8-42bd-4ca6-aedd-047fad3a4aae_2200x1650.png 1272w, https://substackcdn.com/image/fetch/$s_!c7RX!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F0b4008c8-42bd-4ca6-aedd-047fad3a4aae_2200x1650.png 1456w" sizes="100vw" fetchpriority="high"></picture><div class="image-link-expand"><div class="pencraft pc-display-flex pc-gap-8 pc-reset"><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container restack-image buttonBase-GK1x3M"><svg aria-hidden="true" width="20" height="20" viewBox="0 0 20 20" fill="none" stroke-width="1.5" stroke="var(--color-fg-primary)" stroke-linecap="round" stroke-linejoin="round" xmlns="http://www.w3.org/2000/svg" class="icon-noB79L"><g><path d="M2.53001 7.81595C3.49179 4.73911 6.43281 2.5 9.91173 2.5C13.1684 2.5 15.9537 4.46214 17.0852 7.23684L17.6179 8.67647M17.6179 8.67647L18.5002 4.26471M17.6179 8.67647L13.6473 6.91176M17.4995 12.1841C16.5378 15.2609 13.5967 17.5 10.1178 17.5C6.86118 17.5 4.07589 15.5379 2.94432 12.7632L2.41165 11.3235M2.41165 11.3235L1.5293 15.7353M2.41165 11.3235L6.38224 13.0882"></path></g></svg></button><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container view-image buttonBase-GK1x3M"><svg xmlns="http://www.w3.org/2000/svg" width="20" height="20" viewBox="0 0 24 24" fill="none" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round" class="lucide lucide-maximize2 lucide-maximize-2 icon-noB79L"><polyline points="15 3 21 3 21 9"></polyline><polyline points="9 21 3 21 3 15"></polyline><line x1="21" x2="14" y1="3" y2="10"></line><line x1="3" x2="10" y1="21" y2="14"></line></svg></button></div></div></div></a></figure></div><p>Being thought of as &#8220;old aged&#8221; is not good for mental and physical health. It triggers the stereotype of decline. Many studies have shown how dangerous that stereotype can be. <a href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fp%2F113-you-are-as-old-as-you-feel">( See Newsletter #113 "You are as Old as you Feel")</a>.It is good news that people are now thought of as reaching &#8220;old&#8221; later. In fact, across the whole sample, the age at which people are perceived to reach &#8220;old age&#8221; has increased by 3.7 years. A man in 2006 was thought to be old at the age of 66.6 years. By 2018 it was 70.3 years. </p><p>In 2006 there was a ten-year difference between the highest and lowest countries. In Hungary  someone was regarded as old aged at the age of 62.2. In the Netherlands it was 72.2. Countries are changing at different rates.  In Austria  the age of &#8220;reaching old age&#8221; jumped from 68.5 in 2006 to 71.4 in 2018. In the Netherlands the increase was only 0.6 years.</p><p><strong>The Macro Drivers of Societies&#8217; View.</strong></p><p>There are differences across countries in the start of perceived old age. The different researchers wanted to understand whether they could explain them. They chose different  possible variables. Some were related to the &#8220;affluence&#8221; of Society. They used GDP per head and a UN &#8220;quality of life&#8221; measure. The looked at &#8220;state pension ages&#8221;.</p><p>They looked at health. As a surrogate one used &#8220;expected life expectancy&#8221;. They looked both at birth and at 65. Others used &#8220;healthy life expectancy at 65&#8221;. They calculated the difference between state pension age and life expectancy as a measure of &#8220;expected years retired&#8221;.</p><p>They argued that the more people that were working up to 65 and beyond,  the later would be Societies view of the start of &#8220;old age&#8221;. They therefore used a measure, for each country, of employment in the years 55 to 75 in five year bands. </p><p>It turned out that the only variables that could be shown to have an impact were &#8220;healthy ageing at 65&#8221;and &#8220;life expectancy at 65&#8221;. Neither men&#8217;s state retirement age nor employment levels seemed to have much of an impact. What made a difference were individual not societal factors. An individual&#8217;s age was directly related to when they thought someone reached &#8220;old age&#8221;. Each year of age added 0.13 years to starting date of &#8220;old age&#8221;. As we age the start of &#8220;old age&#8221; moves ahead of us. Education had a big effect. Each year of extra education increased &#8220;old age onset&#8221; by 0.21 years.</p><p><strong>Men and Women Reach &#8220;Old Age&#8221; Differently</strong></p><p>The latest study was able to gain more insight by looking at men and women separately. Half the sample were asked to talk about a man and half a woman when answering the questionnaire. Half the people doing the rating were women and half were men. The results varied especially by who did the rating.</p><p>It seemed across studies that women were perceived to become &#8220;old&#8221; earlier than men. The recent analysis by the sex of the &#8220;rater&#8221; as well as the &#8220;target&#8221; showed an interesting effect. When men did the rating, women were perceived to reach &#8220;old age&#8221; 2 years earlier than men. The corresponding ages were 65.61 years old and 67.61 respectively. </p><p>They then looked at what happened when it was women doing the rating. Women expected a man to have reach &#8220;old age&#8221;  at the age of 68.57. This was older than even the men expected.  When women rating other women the &#8220;onset of old age&#8221; was 68.86. They saw no different between men and women. The apparent lower onset age for women in their overall sample was driven entirely by men&#8217;s&#8217; views!</p><p>The drivers of those perceptions had very different effects. Thinking of only men, the &#8220;onset age&#8221; <em><strong>was </strong></em>related to state retirement age. It <em><strong>was</strong></em> also related to employment in the years leading up to retirement. These two had little effect on the &#8220;old onset&#8221; when people talked about women. More interestingly there was little or no relationship to  &#8220;years of healthy ageing at 65&#8221; when talking about men. The impact of healthy ageing came almost exclusively from women. There was a strong enough relationship to change the overall results.</p><p>It seems that the age at which a man &#8220;reaches old age&#8221; is driven more by societal norms about working than is the case for women. This is surprising given that labour force participation by women has increased,  across many of these countries. However much of that participation has been in part-time work. Retirement ages for men and women are converging but in many countries they are still not the same. Healthy life expectancy is still higher for women in most countries.</p><p>It seems that yet again the use of an overall average can hide the true relationships. </p><p>The good news is that for both men and women &#8220;old age&#8221; is getting older. </p><p><strong>If</strong> <strong>you enjoy the Newsletter please recommend it to friends and send them to Substack to subscribe. It is free. Alternatively try the button below. All the Newsletters and lots more background is on my website thebusinessofage.com.</strong></p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/p/292-is-being-old-getting-older?utm_source=substack&utm_medium=email&utm_content=share&action=share&quot;,&quot;text&quot;:&quot;Share&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fp%2F292-is-being-old-getting-older%3Futm_source%3Dsubstack%26utm_medium%3Demail%26utm_content%3Dshare%26action%3Dshare"><span>Share</span></a></p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/subscribe?&quot;,&quot;text&quot;:&quot;Subscribe now&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fsubscribe%3F"><span>Subscribe now</span></a></p>]]></content:encoded></item><item><title><![CDATA[#291 It Seems Like Only Yesterday]]></title><description><![CDATA[Time passes more quickly as we age. Why?]]></description><link>https://consumerageism.substack.com/p/291-it-seems-like-only-yesterday</link><guid isPermaLink="false">https://consumerageism.substack.com/p/291-it-seems-like-only-yesterday</guid><dc:creator><![CDATA[John Bateson]]></dc:creator><pubDate>Sun, 25 Oct 2026 18:01:45 GMT</pubDate><content:encoded><![CDATA[<p>You are talking about a shared experience with a friend. A show, a holiday or a party. Do you underestimate how long ago it was? Do you think it was only a few years ago when in fact it was five or even ten years?</p><p>Try a simple experiment. You will need the stopwatch on your smart phone. Close your eyes and start the stopwatch. Count seconds until you get to 120. Stop the clock. How accurate you were in timing two minutes will depend on your age. All groups tend to underestimate the time.  In a survey of different age groups the 15&#8211;29-year-olds averaged 115 sec.  The 30-49 age group 96 sec and the over 50 group 86 sec. Time moved faster for the older group.</p><p>A Five-Minute Read.</p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/p/291-it-seems-like-only-yesterday?utm_source=substack&utm_medium=email&utm_content=share&action=share&quot;,&quot;text&quot;:&quot;Share&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fp%2F291-it-seems-like-only-yesterday%3Futm_source%3Dsubstack%26utm_medium%3Demail%26utm_content%3Dshare%26action%3Dshare"><span>Share</span></a></p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/subscribe?&quot;,&quot;text&quot;:&quot;Subscribe now&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fsubscribe%3F"><span>Subscribe now</span></a></p><p>We have many senses in our body. We can see, hear, touch, smell and taste. But we have other subconscious senses that allow us to know where our limbs are in space. Senses to allow us to balance and many others. What we don&#8217;t have is a sense of time. We do have a clock that conditions our circadian rhythms and allows us to know the pattern of our day.<a href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fp%2F286-social-jetlag">(See Newsletter #286 "Social Jetlag")</a> We don&#8217;t have a stopwatch. Time is subjective and an assessment. It is also subject to our emotions.</p><div class="captioned-image-container"><figure><div class="image-link image2" data-component-name="Image2ToDOM"><div class="image2-inset"><picture><source type="image/webp" srcset="https://substackcdn.com/image/fetch/$s_!37T4!,w_424,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F49d0021a-336c-4b33-9d4f-99129dba89af_360x240.jpeg 424w, https://substackcdn.com/image/fetch/$s_!37T4!,w_848,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F49d0021a-336c-4b33-9d4f-99129dba89af_360x240.jpeg 848w, https://substackcdn.com/image/fetch/$s_!37T4!,w_1272,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F49d0021a-336c-4b33-9d4f-99129dba89af_360x240.jpeg 1272w, https://substackcdn.com/image/fetch/$s_!37T4!,w_1456,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F49d0021a-336c-4b33-9d4f-99129dba89af_360x240.jpeg 1456w" sizes="100vw"><img src="iframe.php?url=https%3A%2F%2Fsubstackcdn.com%2Fimage%2Ffetch%2F%24s_%2137T4%21%2Cw_1456%2Cc_limit%2Cf_auto%2Cq_auto%3Agood%2Cfl_progressive%3Asteep%2Fhttps%253A%252F%252Fsubstack-post-media.s3.amazonaws.com%252Fpublic%252Fimages%252F49d0021a-336c-4b33-9d4f-99129dba89af_360x240.jpeg" width="712" height="474.6666666666667" data-attrs="{&quot;src&quot;:&quot;https://substack-post-media.s3.amazonaws.com/public/images/49d0021a-336c-4b33-9d4f-99129dba89af_360x240.jpeg&quot;,&quot;srcNoWatermark&quot;:null,&quot;fullscreen&quot;:null,&quot;imageSize&quot;:null,&quot;height&quot;:240,&quot;width&quot;:360,&quot;resizeWidth&quot;:712,&quot;bytes&quot;:36383,&quot;alt&quot;:null,&quot;title&quot;:null,&quot;type&quot;:&quot;image/jpeg&quot;,&quot;href&quot;:null,&quot;belowTheFold&quot;:false,&quot;topImage&quot;:true,&quot;internalRedirect&quot;:&quot;https://consumerageism.substack.com/i/221462320?img=https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F49d0021a-336c-4b33-9d4f-99129dba89af_360x240.jpeg&quot;,&quot;isProcessing&quot;:false,&quot;align&quot;:null,&quot;offset&quot;:false}" class="sizing-normal" alt="" srcset="https://substackcdn.com/image/fetch/$s_!37T4!,w_424,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F49d0021a-336c-4b33-9d4f-99129dba89af_360x240.jpeg 424w, https://substackcdn.com/image/fetch/$s_!37T4!,w_848,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F49d0021a-336c-4b33-9d4f-99129dba89af_360x240.jpeg 848w, https://substackcdn.com/image/fetch/$s_!37T4!,w_1272,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F49d0021a-336c-4b33-9d4f-99129dba89af_360x240.jpeg 1272w, https://substackcdn.com/image/fetch/$s_!37T4!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F49d0021a-336c-4b33-9d4f-99129dba89af_360x240.jpeg 1456w" sizes="100vw" fetchpriority="high"></picture><div></div></div></div></figure></div><p></p><p><strong>Time and Emotions.</strong></p><p>How accurate are we when asked to reproduce a length of time? Typically, in these studies we are shown an image on a screen for a fixed period of time. The screen goes blank but then the image reappears. We are asked to push a button when the same amount of time has elapsed.  It turns out that most people are pretty good at this game.</p><p>To make it more difficult the task is changed. Instead of reproducing the time we are asked to halve it or to double it. The results are not so good. The average respondent will underestimate the doubling. They will stop the clock short of the time needed to double the interval. People will overestimate half the time. We seem to converge on the original time.</p><p>Most of these studies use some neutral or abstract image to look at. Emotions, however, have been manipulated using the image. A picture of a person is used. In a recent study there were three pictures of the same person. A third of the sample got a neutral face. A third a sad face and a third an angry face. The emotions influenced the time perception, and the change varied by age and task.</p><p>The emotion had no impact on the simplest task of reproducing a time. The complicated tasks of dividing or doubling time caused young participants to overestimate time in both cases. They no longer underestimate the doubling time. Researchers suggest that this may simply be due to cognitive load. Processing the emotion as well as the time takes more effort. More effort means more time.</p><p>Older respondents react to emotions in a different way. They will overestimate time intervals with the neutral face but underestimate time with a sad or angry face. The researchers suggest that this is due to the well known effect. Older people favour pleasant over unpleasant experiences. <a href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fp%2F-033-always-look-on-the-bright-side">( See Newsletter #033 "Always Look on the Bright Side of Life")</a> . They spend more time looking at the neutral face. They don&#8217;t want to feel sad or angry.  In the young and the old it seems that our perception of time is influenced by how we feel. </p><p><strong>Decades not Seconds and Minutes.</strong></p><p>In a recent study people were asked to reflect on their lives. They were asked how quickly time seemed to pass as they aged. Anyone over 40 agreed that time seemed to pass more slowly when they were &#8220;growing up&#8221;. Older people felt that recent time seemed to literally fly by.  Psychologists suggest that this kind of time is assessed based on new memories created.</p><p>When we are &#8220;growing up&#8221; almost everything is new. We are laying down memories every day. As we age, more of what we experience is already familiar. A common test is to ask: &#8220;What did you do last Wednesday?&#8221;. For many older people this is a difficult question. Especially retirees. We are happy to live in a familiar routine. A  Wednesday is the same as any other day. Holidays can have the same effect on everyone. We lose track of the days of the week when the familiar clues disappear. A weekend is the same as any other day. Without the &#8220;punctuation marks&#8221; of new and novel events time does fly.</p><p><strong>Want to Slow Time Down?</strong></p><p>Be more aware of what is going on around you. Look to capture the novel and the different. Change you routine. Do different things. Stimulate the brain and the memory.</p><p><strong>If</strong> <strong>you enjoy the Newsletter please recommend it to friends and send them to Substack to subscribe. It is free. Alternatively try the button below. All the Newsletters and lots more background is on my website thebusinessofage.com.</strong></p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/p/291-it-seems-like-only-yesterday?utm_source=substack&utm_medium=email&utm_content=share&action=share&quot;,&quot;text&quot;:&quot;Share&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fp%2F291-it-seems-like-only-yesterday%3Futm_source%3Dsubstack%26utm_medium%3Demail%26utm_content%3Dshare%26action%3Dshare"><span>Share</span></a></p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/subscribe?&quot;,&quot;text&quot;:&quot;Subscribe now&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fsubscribe%3F"><span>Subscribe now</span></a></p>]]></content:encoded></item><item><title><![CDATA[#290 Are “Retirees” just another Ageist Stereotype]]></title><description><![CDATA[Recent surveys have treated &#8220;retirees&#8221; as if they are a homogeneous group. Clearly, they cannot be.]]></description><link>https://consumerageism.substack.com/p/290-are-retirees-just-another-ageist</link><guid isPermaLink="false">https://consumerageism.substack.com/p/290-are-retirees-just-another-ageist</guid><dc:creator><![CDATA[John Bateson]]></dc:creator><pubDate>Sun, 18 Oct 2026 17:01:58 GMT</pubDate><content:encoded><![CDATA[<p>Workers expect to retire five years later than they would like. The average UK worker would like to retire at the age of 62. They expect to retire at 68. These are the headlines in a recent Financial Times article. It is based on a report by the Standard Life Centre for the Future of Retirement. The Financial Times story is based on the fact that the average expectancy gap is getting bigger over time.</p><p>What however does an average mean in this context? There are huge variations depending on the demographics of the respondent. For all those who have planned their retirement the gap is 2.5 years. For those who have not made any plans it is 7.3 years. For households with an income of over &#163;100,000, who have planned their retirement, the expectation gap is less than a year.</p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/p/290-are-retirees-just-another-ageist?utm_source=substack&utm_medium=email&utm_content=share&action=share&quot;,&quot;text&quot;:&quot;Share&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fp%2F290-are-retirees-just-another-ageist%3Futm_source%3Dsubstack%26utm_medium%3Demail%26utm_content%3Dshare%26action%3Dshare"><span>Share</span></a></p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/subscribe?&quot;,&quot;text&quot;:&quot;Subscribe now&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fsubscribe%3F"><span>Subscribe now</span></a></p><p>A Five-Minute Read</p><div class="captioned-image-container"><figure><div class="image-link image2" data-component-name="Image2ToDOM"><div class="image2-inset"><picture><source type="image/webp" srcset="https://substackcdn.com/image/fetch/$s_!jd5z!,w_424,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fde746eef-95ba-412c-acbb-be588cfd81dd_352x240.jpeg 424w, https://substackcdn.com/image/fetch/$s_!jd5z!,w_848,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fde746eef-95ba-412c-acbb-be588cfd81dd_352x240.jpeg 848w, https://substackcdn.com/image/fetch/$s_!jd5z!,w_1272,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fde746eef-95ba-412c-acbb-be588cfd81dd_352x240.jpeg 1272w, https://substackcdn.com/image/fetch/$s_!jd5z!,w_1456,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fde746eef-95ba-412c-acbb-be588cfd81dd_352x240.jpeg 1456w" sizes="100vw"><img src="iframe.php?url=https%3A%2F%2Fsubstackcdn.com%2Fimage%2Ffetch%2F%24s_%21jd5z%21%2Cw_1456%2Cc_limit%2Cf_auto%2Cq_auto%3Agood%2Cfl_progressive%3Asteep%2Fhttps%253A%252F%252Fsubstack-post-media.s3.amazonaws.com%252Fpublic%252Fimages%252Fde746eef-95ba-412c-acbb-be588cfd81dd_352x240.jpeg" width="728" height="496.3636363636364" data-attrs="{&quot;src&quot;:&quot;https://substack-post-media.s3.amazonaws.com/public/images/de746eef-95ba-412c-acbb-be588cfd81dd_352x240.jpeg&quot;,&quot;srcNoWatermark&quot;:null,&quot;fullscreen&quot;:null,&quot;imageSize&quot;:null,&quot;height&quot;:240,&quot;width&quot;:352,&quot;resizeWidth&quot;:728,&quot;bytes&quot;:20373,&quot;alt&quot;:null,&quot;title&quot;:null,&quot;type&quot;:&quot;image/jpeg&quot;,&quot;href&quot;:null,&quot;belowTheFold&quot;:false,&quot;topImage&quot;:true,&quot;internalRedirect&quot;:&quot;https://consumerageism.substack.com/i/220562966?img=https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fde746eef-95ba-412c-acbb-be588cfd81dd_352x240.jpeg&quot;,&quot;isProcessing&quot;:false,&quot;align&quot;:null,&quot;offset&quot;:false}" class="sizing-normal" alt="" srcset="https://substackcdn.com/image/fetch/$s_!jd5z!,w_424,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fde746eef-95ba-412c-acbb-be588cfd81dd_352x240.jpeg 424w, https://substackcdn.com/image/fetch/$s_!jd5z!,w_848,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fde746eef-95ba-412c-acbb-be588cfd81dd_352x240.jpeg 848w, https://substackcdn.com/image/fetch/$s_!jd5z!,w_1272,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fde746eef-95ba-412c-acbb-be588cfd81dd_352x240.jpeg 1272w, https://substackcdn.com/image/fetch/$s_!jd5z!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fde746eef-95ba-412c-acbb-be588cfd81dd_352x240.jpeg 1456w" sizes="100vw" fetchpriority="high"></picture><div></div></div></div></figure></div><p></p><p>The Department of Work and Pensions (DWP) conducts a survey every two years. It is called the &#8220;Planning and Preparing for Later Life&#8221; survey. Their latest report is from 2024. The sample is 4000 people between the age of 40 and 75. It is weighted to be representative of the UK population. It looks at whether people expect to have the standard of living that they want when they retire. It presents results on the kind of planning people do. When they expect to retire and the kind of information they use. It includes many other apparently useful data.</p><p>There is the same problem. The results are published as averages. They are assuming that this group is homogeneous. Clearly, they cannot be. Some will have already retired. Others will only now be starting to think about retirement. Some will have private pensions and some not. The group needs to be segmented to be understood.</p><p><strong>Understanding the Different Segments.</strong></p><p>The DWP and their suppliers have tried to create different segments. They have clustered people together in groups. Each group is more like itself than the rest of the population. In the end they have found five such segments. Two that are not confident that they will get the standard of living that they want. They represent about 40% of the population:</p><p><em>The Unprepared and Financially Vulnerable</em> (16% of the Population)</p><p>Their income is less than &#163;12,500 a year and they have few financial resources. They are predominantly renters. They are not saving for retirement (they cannot afford to). There are more women than men in the group. 54% have a long-term illness. Only 22% have a private pension. Most expect to be dependent on their State Pension.</p><p>What is perhaps surprising about this group is that 84% have not retired yet. 60% are between 50 and 55. They have not planned their retirement, but have little to plan. They are not confident that they can achieve the standard of living that they desire in retirement. </p><p><em>Informed but Insecure</em> (24% of the Population)</p><p>They have planned their income and expenditure. The started saving for their retirement in their 20&#8217;s and 30&#8217;s.  They have medium to high levels of financial literacy. They expect their expenditures to go up in retirement. They own their own properties but generally have lower levels of savings. They admit that their understanding of pensions is &#8220;patchy&#8221;. They are not confident to make decisions about pensions. They are not confident that they can achieve the standard of living that they desire in retirement. </p><p>The other three segments are confident of reaching the required standard of living.</p><p><em>The Secure &amp; Confident Group</em> (14% of the Population)</p><p>They depend mostly on their private pension. 11% are still working and often self-employed. They are an older group with many already retired. The are very unlikely to be renting and are actively engaged in retirement planning.</p><p><em>Equipped and Unengaged</em> (27% of Population)</p><p>They are moderately financially secure with an income up to &#163;53,000. They have a private pension to supplement their State Pension. A third of them are already retired. However, they are not doing any financial planning for their retirement.</p><p><em>Financially Stable and Planning</em> (20% of the Population)</p><p>They are very like the &#8220;Equipped and Unengaged&#8221;. Except they are actively engaged in planning their retirement.</p><p>These groups of people are very different. The help that they need is very different. Combining averaging  results will not generate useful policies. Is it part of ageism to assume that all retirees are the same?</p><p><strong>The Bigger Problem</strong></p><p>The working age population is declining. Countries need to maintain a workforce to support the costs of ageing. Some at least of these groups will need to continue working past retirement age. Others may work to stay active and because they want to. The DWP survey suggested that on average people wanted to stop work at 60. They expected to work until 66. They too show a five year expectancy gap.</p><p>The gap may not be as surprising as it appears. In 1994 the most likely age to retire was 59. There was a smaller peak at state retirement age of 65. Today that &#8220;retire at 59&#8221; peak has almost disappeared. The most likely age is 66. People have not kept up with the changes since their parents retired.</p><p>Both the ideal and the expected age needs to increase to maintain the number of workers. Segmenting the population offers a better chance of finding the best approach to achieve this. Simply providing more information and advice may not be enough. Some like the &#8220;<em>Unprepared and Financially Vulnerable</em>&#8221; may <em>have</em> to work. Hopefully work can be restructured to make all groups want to stay employed. Other groups may need that education and help to plan a successful retirement. Structuring jobs, at all levels, to allow for caring responsibilities would remove some barriers. Many people planning retirement are still caring for their parents. Certainly, ageism will have to be tackled for all groups.</p><p><strong>If</strong> <strong>you enjoy the Newsletter please recommend it to friends and send them to Substack to subscribe. It is free. Alternatively try the button below. All the Newsletters and lots more background is on my website thebusinessofage.com.</strong></p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/p/290-are-retirees-just-another-ageist?utm_source=substack&utm_medium=email&utm_content=share&action=share&quot;,&quot;text&quot;:&quot;Share&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fp%2F290-are-retirees-just-another-ageist%3Futm_source%3Dsubstack%26utm_medium%3Demail%26utm_content%3Dshare%26action%3Dshare"><span>Share</span></a></p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/subscribe?&quot;,&quot;text&quot;:&quot;Subscribe now&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fsubscribe%3F"><span>Subscribe now</span></a></p>]]></content:encoded></item><item><title><![CDATA[#289 Why do Japanese Pretend to be a Foreigner?]]></title><description><![CDATA[Why do different groups of Japanese insist on pretending to be a foreigner?]]></description><link>https://consumerageism.substack.com/p/289-why-do-japanese-pretend-to-be</link><guid isPermaLink="false">https://consumerageism.substack.com/p/289-why-do-japanese-pretend-to-be</guid><dc:creator><![CDATA[John Bateson]]></dc:creator><pubDate>Sun, 11 Oct 2026 17:01:35 GMT</pubDate><enclosure url="iframe.php?url=https%3A%2F%2Fsubstackcdn.com%2Fimage%2Ffetch%2F%24s_%212rRe%21%2Cf_auto%2Cq_auto%3Agood%2Cfl_progressive%3Asteep%2Fhttps%253A%252F%252Fsubstack-post-media.s3.amazonaws.com%252Fpublic%252Fimages%252Fc2e864dd-35bc-44a5-8fd4-71808b2466f6_1280x720.jpeg" length="0" type="image/jpeg"/><content:encoded><![CDATA[<p>In August a lone man walked into a convenience store in Japan. The only occupant of the Lawson store was the manager. The man pulled a knife and demanded money. Strangely his Japanese was wrong and his accent terrible. This did not stop the manager who gave him the money. Being a &#8220;foreigner&#8221; added credibility to the threat. When he was identified from CCTV footage he turned out to be Japanese and from a neighbouring city!</p><p>A Five-Minute Read</p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/subscribe?&quot;,&quot;text&quot;:&quot;Subscribe now&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fsubscribe%3F"><span>Subscribe now</span></a></p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/p/289-why-do-japanese-pretend-to-be?utm_source=substack&utm_medium=email&utm_content=share&action=share&quot;,&quot;text&quot;:&quot;Share&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fp%2F289-why-do-japanese-pretend-to-be%3Futm_source%3Dsubstack%26utm_medium%3Demail%26utm_content%3Dshare%26action%3Dshare"><span>Share</span></a></p><p></p><p>Attitudes to foreigners, and particularly foreign workers, can be strong. A video apparently showing the theft of cable from beside the Japanese railway went viral in early September. It purported to show &#8220;foreign metal thieves&#8221;. It was viewed 4.3m times on X, YouTube and other platforms. It was proved to be a fake. In fact, it was a video of a theft shown on Arabic TV. It was loaded by a site with strong anti-foreign worker sentiments.</p><p><strong>The Convenience Store Conundrum</strong></p><p>There are over 56,000 convenience stores in Japan. They have a unique place in Japanese life. The stores are in local communities, and many operate 24/7. They offer multiple pre-packaged foods, meals, and essentials such as milk. You can pay your utility bills and use an ATM machine. You can buy emergency supplies such as batteries or adapters. They also provide a source of hot food and alcoholic drinks. Lawson is particularly famous for its fried chicken. Some even have tables and chairs for customers to eat their food.</p><p>Unfortunately, there is now a national shortage of employees prepared to work for them. <a href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fp%2F154-what-price-convenience">(See Newsletter #154 "What price convenience" for more details)</a>. The shortage is so acute that one chain has recruited Lady Gaga. She is not being used in commercials to generate customers. Instead, the ad shows her working in a store filling shelves. It is a recruitment ad.</p><div class="captioned-image-container"><figure><a class="image-link image2 is-viewable-img" target="_blank" href="iframe.php?url=https%3A%2F%2Fsubstackcdn.com%2Fimage%2Ffetch%2F%24s_%212rRe%21%2Cf_auto%2Cq_auto%3Agood%2Cfl_progressive%3Asteep%2Fhttps%253A%252F%252Fsubstack-post-media.s3.amazonaws.com%252Fpublic%252Fimages%252Fc2e864dd-35bc-44a5-8fd4-71808b2466f6_1280x720.jpeg" data-component-name="Image2ToDOM"><div class="image2-inset"><picture><source type="image/webp" srcset="https://substackcdn.com/image/fetch/$s_!2rRe!,w_424,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fc2e864dd-35bc-44a5-8fd4-71808b2466f6_1280x720.jpeg 424w, https://substackcdn.com/image/fetch/$s_!2rRe!,w_848,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fc2e864dd-35bc-44a5-8fd4-71808b2466f6_1280x720.jpeg 848w, https://substackcdn.com/image/fetch/$s_!2rRe!,w_1272,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fc2e864dd-35bc-44a5-8fd4-71808b2466f6_1280x720.jpeg 1272w, https://substackcdn.com/image/fetch/$s_!2rRe!,w_1456,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fc2e864dd-35bc-44a5-8fd4-71808b2466f6_1280x720.jpeg 1456w" sizes="auto, 100vw"><img src="iframe.php?url=https%3A%2F%2Fsubstackcdn.com%2Fimage%2Ffetch%2F%24s_%212rRe%21%2Cw_1456%2Cc_limit%2Cf_auto%2Cq_auto%3Agood%2Cfl_progressive%3Asteep%2Fhttps%253A%252F%252Fsubstack-post-media.s3.amazonaws.com%252Fpublic%252Fimages%252Fc2e864dd-35bc-44a5-8fd4-71808b2466f6_1280x720.jpeg" width="1280" height="720" data-attrs="{&quot;src&quot;:&quot;https://substack-post-media.s3.amazonaws.com/public/images/c2e864dd-35bc-44a5-8fd4-71808b2466f6_1280x720.jpeg&quot;,&quot;srcNoWatermark&quot;:null,&quot;fullscreen&quot;:null,&quot;imageSize&quot;:null,&quot;height&quot;:720,&quot;width&quot;:1280,&quot;resizeWidth&quot;:null,&quot;bytes&quot;:null,&quot;alt&quot;:&quot;&#47112;&#51060;&#46356;&#44032;&#44032; &#54200;&#51032;&#51216;&quot;,&quot;title&quot;:null,&quot;type&quot;:null,&quot;href&quot;:null,&quot;belowTheFold&quot;:true,&quot;topImage&quot;:false,&quot;internalRedirect&quot;:null,&quot;isProcessing&quot;:false,&quot;align&quot;:null,&quot;offset&quot;:false}" class="sizing-normal" alt="&#47112;&#51060;&#46356;&#44032;&#44032; &#54200;&#51032;&#51216;" title="&#47112;&#51060;&#46356;&#44032;&#44032; &#54200;&#51032;&#51216;" srcset="https://substackcdn.com/image/fetch/$s_!2rRe!,w_424,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fc2e864dd-35bc-44a5-8fd4-71808b2466f6_1280x720.jpeg 424w, https://substackcdn.com/image/fetch/$s_!2rRe!,w_848,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fc2e864dd-35bc-44a5-8fd4-71808b2466f6_1280x720.jpeg 848w, https://substackcdn.com/image/fetch/$s_!2rRe!,w_1272,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fc2e864dd-35bc-44a5-8fd4-71808b2466f6_1280x720.jpeg 1272w, https://substackcdn.com/image/fetch/$s_!2rRe!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fc2e864dd-35bc-44a5-8fd4-71808b2466f6_1280x720.jpeg 1456w" sizes="auto, 100vw" loading="lazy"></picture><div class="image-link-expand"><div class="pencraft pc-display-flex pc-gap-8 pc-reset"><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container restack-image buttonBase-GK1x3M"><svg aria-hidden="true" width="20" height="20" viewBox="0 0 20 20" fill="none" stroke-width="1.5" stroke="var(--color-fg-primary)" stroke-linecap="round" stroke-linejoin="round" xmlns="http://www.w3.org/2000/svg" class="icon-noB79L"><g><path d="M2.53001 7.81595C3.49179 4.73911 6.43281 2.5 9.91173 2.5C13.1684 2.5 15.9537 4.46214 17.0852 7.23684L17.6179 8.67647M17.6179 8.67647L18.5002 4.26471M17.6179 8.67647L13.6473 6.91176M17.4995 12.1841C16.5378 15.2609 13.5967 17.5 10.1178 17.5C6.86118 17.5 4.07589 15.5379 2.94432 12.7632L2.41165 11.3235M2.41165 11.3235L1.5293 15.7353M2.41165 11.3235L6.38224 13.0882"></path></g></svg></button><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container view-image buttonBase-GK1x3M"><svg xmlns="http://www.w3.org/2000/svg" width="20" height="20" viewBox="0 0 24 24" fill="none" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round" class="lucide lucide-maximize2 lucide-maximize-2 icon-noB79L"><polyline points="15 3 21 3 21 9"></polyline><polyline points="9 21 3 21 3 15"></polyline><line x1="21" x2="14" y1="3" y2="10"></line><line x1="3" x2="10" y1="21" y2="14"></line></svg></button></div></div></div></a></figure></div><p>FamilyMart has some 10,500 vacancies across its 16,400 stores. Lady Gaga is extremely popular in Japan where she is known as Gaga-sama. She is also shown handing out fried chicken and mopping the floors. Dressed of course in high heels and black leather.</p><p>It is estimated that about 7% of the convenience store workforce is now foreign. It was boosted during COVID when foreign students took jobs to survive. In total the foreign population of Japan has only increased from 2.76m in 2021 to 3.77m in 2024. The foreign workers come from across Asia, especially Vietnam, Nepal and China.</p><p><strong>When Being A Foreigner Helps.</strong></p><p>Being on the front-line in any service business can be tough. Caught as you are between &#8220;the customer is always right&#8221; and the managements need for efficiency and profit. It becomes a lot worse if customers become &#8220;nasty&#8221;. Customer harassment of staff is on the increase in Japan. 80% of staff surveyed across many services agreed. It seems to have got worse after COVID. <a href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fp%2F074-customer-mistreatment">(See also Newsletter #074 "Customer Mistreatment")</a></p><p>Some staff members are employing a new plan to avoid conflict. They are wearing name badges with foreign names. It seems that pretending to not be fluent in Japanese  inhibits the customer complaints. Attitudes towards foreigners sre ambivalent but does not go as far as aggression.</p><p>This plan is causing headaches for managers. They believe that some regulars like to get to know the staff. Their name tags help. Some customers, however seem to want to know the names to help with their complaints. At the same time some staff are pretending to be foreign!! One chain at least now prints &#8220;STAFF&#8221; on the name tags.</p><p><strong>When the teams disappear</strong></p><p>Japan has been shrinking and ageing for a long time. All across different sectors the number of available employees is shrinking. This is especially the case for convenience stores which operate 24/7.  &#8220;Healthcare and Medical&#8221; and &#8220;Retail&#8221; are also suffering. One solution is automation that has even been applied within convenience stores <a href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fp%2F154-what-price-convenience">( See also Newsletter #154)</a>.</p><p>The government is trying to encourage immigration. All over the world there is a pushback against immigration. Japan is no exception.</p><p><strong>If</strong> <strong>you enjoy the Newsletter please recommend it to friends and send them to Substack to subscribe. It is free. Alternatively try the button below. All the Newsletters and lots more background is on my website thebusinessofage.com.</strong></p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/p/289-why-do-japanese-pretend-to-be?utm_source=substack&utm_medium=email&utm_content=share&action=share&quot;,&quot;text&quot;:&quot;Share&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fp%2F289-why-do-japanese-pretend-to-be%3Futm_source%3Dsubstack%26utm_medium%3Demail%26utm_content%3Dshare%26action%3Dshare"><span>Share</span></a></p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/subscribe?&quot;,&quot;text&quot;:&quot;Subscribe now&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fsubscribe%3F"><span>Subscribe now</span></a></p>]]></content:encoded></item><item><title><![CDATA[#288 A Swimming Pool That You Can Drink.]]></title><description><![CDATA[Jamie Durie has built a longevity home in North Sydney that includes just such a pool.]]></description><link>https://consumerageism.substack.com/p/288-a-swimming-pool-that-you-can</link><guid isPermaLink="false">https://consumerageism.substack.com/p/288-a-swimming-pool-that-you-can</guid><dc:creator><![CDATA[John Bateson]]></dc:creator><pubDate>Sun, 04 Oct 2026 17:03:04 GMT</pubDate><enclosure url="iframe.php?url=https%3A%2F%2Fsubstackcdn.com%2Fimage%2Ffetch%2F%24s_%21FQaH%21%2Cf_auto%2Cq_auto%3Agood%2Cfl_progressive%3Asteep%2Fhttps%253A%252F%252Fsubstack-post-media.s3.amazonaws.com%252Fpublic%252Fimages%252F6ec77785-cb4c-4d3c-88dc-afe0742991b5_1024x768.jpeg" length="0" type="image/jpeg"/><content:encoded><![CDATA[<p>According to the Financial Times, Belah House has incorporated much of what we know about how the environment influences longevity. Everything from light to heating and air filtration to water quality. Durie claims that his children happily drink from the pool. It uses an ionisation filtration process. It does have the advatage that it is chemical free. The system removes lead, chlorine, microplastics, forever chemicals, nitrates from pesticides, metals, hormones and anti-biotics. All things that Durie thinks we should worry about in our water.</p><div class="captioned-image-container"><figure><a class="image-link image2 is-viewable-img" target="_blank" href="iframe.php?url=https%3A%2F%2Fsubstackcdn.com%2Fimage%2Ffetch%2F%24s_%21FQaH%21%2Cf_auto%2Cq_auto%3Agood%2Cfl_progressive%3Asteep%2Fhttps%253A%252F%252Fsubstack-post-media.s3.amazonaws.com%252Fpublic%252Fimages%252F6ec77785-cb4c-4d3c-88dc-afe0742991b5_1024x768.jpeg" data-component-name="Image2ToDOM"><div class="image2-inset"><picture><source type="image/webp" srcset="https://substackcdn.com/image/fetch/$s_!FQaH!,w_424,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F6ec77785-cb4c-4d3c-88dc-afe0742991b5_1024x768.jpeg 424w, https://substackcdn.com/image/fetch/$s_!FQaH!,w_848,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F6ec77785-cb4c-4d3c-88dc-afe0742991b5_1024x768.jpeg 848w, https://substackcdn.com/image/fetch/$s_!FQaH!,w_1272,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F6ec77785-cb4c-4d3c-88dc-afe0742991b5_1024x768.jpeg 1272w, https://substackcdn.com/image/fetch/$s_!FQaH!,w_1456,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F6ec77785-cb4c-4d3c-88dc-afe0742991b5_1024x768.jpeg 1456w" sizes="100vw"><img src="iframe.php?url=https%3A%2F%2Fsubstackcdn.com%2Fimage%2Ffetch%2F%24s_%21FQaH%21%2Cw_1456%2Cc_limit%2Cf_auto%2Cq_auto%3Agood%2Cfl_progressive%3Asteep%2Fhttps%253A%252F%252Fsubstack-post-media.s3.amazonaws.com%252Fpublic%252Fimages%252F6ec77785-cb4c-4d3c-88dc-afe0742991b5_1024x768.jpeg" width="1024" height="768" data-attrs="{&quot;src&quot;:&quot;https://substack-post-media.s3.amazonaws.com/public/images/6ec77785-cb4c-4d3c-88dc-afe0742991b5_1024x768.jpeg&quot;,&quot;srcNoWatermark&quot;:null,&quot;fullscreen&quot;:null,&quot;imageSize&quot;:null,&quot;height&quot;:768,&quot;width&quot;:1024,&quot;resizeWidth&quot;:null,&quot;bytes&quot;:235783,&quot;alt&quot;:null,&quot;title&quot;:null,&quot;type&quot;:&quot;image/jpeg&quot;,&quot;href&quot;:null,&quot;belowTheFold&quot;:false,&quot;topImage&quot;:true,&quot;internalRedirect&quot;:&quot;https://consumerageism.substack.com/i/218763995?img=https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F6ec77785-cb4c-4d3c-88dc-afe0742991b5_1024x768.jpeg&quot;,&quot;isProcessing&quot;:false,&quot;align&quot;:null,&quot;offset&quot;:false}" class="sizing-normal" alt="" srcset="https://substackcdn.com/image/fetch/$s_!FQaH!,w_424,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F6ec77785-cb4c-4d3c-88dc-afe0742991b5_1024x768.jpeg 424w, https://substackcdn.com/image/fetch/$s_!FQaH!,w_848,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F6ec77785-cb4c-4d3c-88dc-afe0742991b5_1024x768.jpeg 848w, https://substackcdn.com/image/fetch/$s_!FQaH!,w_1272,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F6ec77785-cb4c-4d3c-88dc-afe0742991b5_1024x768.jpeg 1272w, https://substackcdn.com/image/fetch/$s_!FQaH!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F6ec77785-cb4c-4d3c-88dc-afe0742991b5_1024x768.jpeg 1456w" sizes="100vw" fetchpriority="high"></picture><div class="image-link-expand"><div class="pencraft pc-display-flex pc-gap-8 pc-reset"><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container restack-image buttonBase-GK1x3M"><svg aria-hidden="true" width="20" height="20" viewBox="0 0 20 20" fill="none" stroke-width="1.5" stroke="var(--color-fg-primary)" stroke-linecap="round" stroke-linejoin="round" xmlns="http://www.w3.org/2000/svg" class="icon-noB79L"><g><path d="M2.53001 7.81595C3.49179 4.73911 6.43281 2.5 9.91173 2.5C13.1684 2.5 15.9537 4.46214 17.0852 7.23684L17.6179 8.67647M17.6179 8.67647L18.5002 4.26471M17.6179 8.67647L13.6473 6.91176M17.4995 12.1841C16.5378 15.2609 13.5967 17.5 10.1178 17.5C6.86118 17.5 4.07589 15.5379 2.94432 12.7632L2.41165 11.3235M2.41165 11.3235L1.5293 15.7353M2.41165 11.3235L6.38224 13.0882"></path></g></svg></button><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container view-image buttonBase-GK1x3M"><svg xmlns="http://www.w3.org/2000/svg" width="20" height="20" viewBox="0 0 24 24" fill="none" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round" class="lucide lucide-maximize2 lucide-maximize-2 icon-noB79L"><polyline points="15 3 21 3 21 9"></polyline><polyline points="9 21 3 21 3 15"></polyline><line x1="21" x2="14" y1="3" y2="10"></line><line x1="3" x2="10" y1="21" y2="14"></line></svg></button></div></div></div></a></figure></div><p></p><p>A Five Minute Read</p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/subscribe?&quot;,&quot;text&quot;:&quot;Subscribe now&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fsubscribe%3F"><span>Subscribe now</span></a></p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/p/288-a-swimming-pool-that-you-can?utm_source=substack&utm_medium=email&utm_content=share&action=share&quot;,&quot;text&quot;:&quot;Share&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fp%2F288-a-swimming-pool-that-you-can%3Futm_source%3Dsubstack%26utm_medium%3Demail%26utm_content%3Dshare%26action%3Dshare"><span>Share</span></a></p><p></p><p><strong>How far will you go to live longer?</strong></p><p>We know that something over 80% of our lifespan is down to the environment in which we live. The rest is down to our genetics. The exposome covers everything in our environment and our behaviour.<a href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fp%2F106-the-genome-and-the-exposome">(See Newsletter #106 "The Genome and the Exposome")</a> We spend a lot of time in our homes. Should we be adapting them to extend longevity? In offices architects must look at the environment they are creating. Is it safe and healthy? The technology has been developed to do that. Should we be applying that to our homes to try and extend our lives?</p><p><strong>&#8220;Don&#8217;t Drink the Water and Don&#8217;t Breathe the Air&#8221;</strong></p><p>This is a line from a song written in 1965 (!) by a satirical Harvard professor of mathematics. <a href="iframe.php?url=https%3A%2F%2Fwww.bing.com%2Fvideos%2Friverview%2Frelatedvideo%3Fq%3Dpollution%2Bby%2Btom%2Blehrer%26amp%3B%26amp%3Bmid%3D9FA0D4E33835B09A66E89FA0D4E33835B09A66E8%26amp%3Bchurl%3Dhttps%253a%252f%252fwww.youtube.com%252fchannel%252fUCuvRHuqLf6F3tV3jA2cyhUA%26amp%3BFORM%3DVAMGZC">(Pollution by Tom Lehrer)</a> .The title was &#8220;Pollution&#8221; and the composer Tom Lehrer. We are used to worrying about water and air pollution. We worry about the prevention of harm. The World Health Organization publishes just such data. On how many deaths are caused globally by cooking on dirty fuels. How the particulate matter from a wood or kerosine stove affects health and longevity.</p><p>Should we be adapting our thinking to use our homes to promote longevity? Durie&#8217;s house has polished concrete floors and lime plaster walls. Both have a high PH. and are inhospitable to microbes. The air in the entire house is filtered to a very high level. It has an entire house system supplemented by portable units in the bedrooms. That would take out pollen, microplastics and heavy metals. If he wanted to go further there are systems that inject ionized oxygen into the air. This binds to viruses and gasses making them larger enough to be picked up by the filtration system.</p><p>The water supply to the house is cleaned by forcing it through filters under high pressure. It can be given the quality of spring water because once filtered the owner can decide what to &#8220;add back&#8221;. They can choose for example to add calcium for the bones, or the taste of a mountain spring.</p><p><strong>Sound and Light</strong></p><p>Soundproof glass can now allow air to enter but restrict the sound. More simply there are now window blinds that offer sound insulation. Those same blinds can block out all light and provide thermal insulation as well. This allows setting the bedroom temperature to maximize the quality of sleep. People do not necessarily want to be completely isolated from the world. The alternative is the latest technology. This is a window grid. The grid detects noise and cancels it electronically with &#8220;white noise&#8221;. It can then add back the sound of bird song.</p><p>We may want to block light to sleep but in the rest of the day we can synchronise it with our circadian rhythm. There are control systems now that not only control the intensity of inside light over the day. They can also control the wavelength. They can create blue morning light and warmer red evening light.</p><p>Where will it end? An aircraft is one of the most highly controlled environments. There are apocryphal stories of night flights. To put a cabin full of passengers to sleep all that is necessary is to increase the temperature and reduce the oxygen level a little! </p><p><strong>Each To their Own</strong></p><p>The science linking any environmental factor to longevity is at best indicative. Understanding the interaction between the exposome and the individual over a lifetime is a big job. There are developers promoting such &#8220;longevity homes&#8221;. In most cases such features cannot do any harm except perhaps to the wallet. A chemical- free swimming pool at least reduces some pollution.</p><p>At the same time the world is full of related threats that seem far away from North Sydney. Home air pollution does matter. So too is the air pollution that will sometimes envelope cities. Fresh water is still a necessity missing in places. Women and children still have to carry it many miles.</p><p>Durie recently sold his home. Interestingly the sale document featured its sustainability features. Not its longevity story. The Durie family is surprisingly said to be moving to a farm.</p><p>What annoys me are the&#8221; longevity home&#8221; developers who use statistics from deprived homes to justify a swimming pool you can drink!</p><p><strong>If</strong> <strong>you enjoy the Newsletter please recommend it to friends and send them to Substack to subscribe. It is free. Alternatively try the button below. All the Newsletters and lots more background is on my website thebusinessofage.com.</strong></p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/p/288-a-swimming-pool-that-you-can?utm_source=substack&utm_medium=email&utm_content=share&action=share&quot;,&quot;text&quot;:&quot;Share&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fp%2F288-a-swimming-pool-that-you-can%3Futm_source%3Dsubstack%26utm_medium%3Demail%26utm_content%3Dshare%26action%3Dshare"><span>Share</span></a></p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/subscribe?&quot;,&quot;text&quot;:&quot;Subscribe now&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fsubscribe%3F"><span>Subscribe now</span></a></p>]]></content:encoded></item><item><title><![CDATA[#287 Africa Has Too Few People]]></title><description><![CDATA[Africa needs more people so that urbanization will increase prosperity.]]></description><link>https://consumerageism.substack.com/p/287-africa-has-too-few-people</link><guid isPermaLink="false">https://consumerageism.substack.com/p/287-africa-has-too-few-people</guid><dc:creator><![CDATA[John Bateson]]></dc:creator><pubDate>Sun, 27 Sep 2026 17:00:52 GMT</pubDate><content:encoded><![CDATA[<p>There was recently a highly provocative article in the Financial Times. It suggested that there were too few people in Africa. Africa needed more people so that urbanization would increase. This would drive prosperity. The article provoked a robust response from other development economists.</p><p>A Five Minute Read</p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/p/287-africa-has-too-few-people?utm_source=substack&utm_medium=email&utm_content=share&action=share&quot;,&quot;text&quot;:&quot;Share&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fp%2F287-africa-has-too-few-people%3Futm_source%3Dsubstack%26utm_medium%3Demail%26utm_content%3Dshare%26action%3Dshare"><span>Share</span></a></p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/subscribe?&quot;,&quot;text&quot;:&quot;Subscribe now&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fsubscribe%3F"><span>Subscribe now</span></a></p><p><strong>The Case for More People.</strong></p><div class="captioned-image-container"><figure><div class="image-link image2" data-component-name="Image2ToDOM"><div class="image2-inset"><picture><source type="image/webp" srcset="https://substackcdn.com/image/fetch/$s_!-O0w!,w_424,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F844345e8-4543-4654-8867-d5798f7bb518_480x240.jpeg 424w, https://substackcdn.com/image/fetch/$s_!-O0w!,w_848,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F844345e8-4543-4654-8867-d5798f7bb518_480x240.jpeg 848w, https://substackcdn.com/image/fetch/$s_!-O0w!,w_1272,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F844345e8-4543-4654-8867-d5798f7bb518_480x240.jpeg 1272w, https://substackcdn.com/image/fetch/$s_!-O0w!,w_1456,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F844345e8-4543-4654-8867-d5798f7bb518_480x240.jpeg 1456w" sizes="100vw"><img src="iframe.php?url=https%3A%2F%2Fsubstackcdn.com%2Fimage%2Ffetch%2F%24s_%21-O0w%21%2Cw_1456%2Cc_limit%2Cf_auto%2Cq_auto%3Agood%2Cfl_progressive%3Asteep%2Fhttps%253A%252F%252Fsubstack-post-media.s3.amazonaws.com%252Fpublic%252Fimages%252F844345e8-4543-4654-8867-d5798f7bb518_480x240.jpeg" width="728" height="364" data-attrs="{&quot;src&quot;:&quot;https://substack-post-media.s3.amazonaws.com/public/images/844345e8-4543-4654-8867-d5798f7bb518_480x240.jpeg&quot;,&quot;srcNoWatermark&quot;:null,&quot;fullscreen&quot;:null,&quot;imageSize&quot;:null,&quot;height&quot;:240,&quot;width&quot;:480,&quot;resizeWidth&quot;:728,&quot;bytes&quot;:40125,&quot;alt&quot;:null,&quot;title&quot;:null,&quot;type&quot;:&quot;image/jpeg&quot;,&quot;href&quot;:null,&quot;belowTheFold&quot;:false,&quot;topImage&quot;:true,&quot;internalRedirect&quot;:&quot;https://consumerageism.substack.com/i/217392023?img=https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F844345e8-4543-4654-8867-d5798f7bb518_480x240.jpeg&quot;,&quot;isProcessing&quot;:false,&quot;align&quot;:null,&quot;offset&quot;:false}" class="sizing-normal" alt="" srcset="https://substackcdn.com/image/fetch/$s_!-O0w!,w_424,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F844345e8-4543-4654-8867-d5798f7bb518_480x240.jpeg 424w, https://substackcdn.com/image/fetch/$s_!-O0w!,w_848,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F844345e8-4543-4654-8867-d5798f7bb518_480x240.jpeg 848w, https://substackcdn.com/image/fetch/$s_!-O0w!,w_1272,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F844345e8-4543-4654-8867-d5798f7bb518_480x240.jpeg 1272w, https://substackcdn.com/image/fetch/$s_!-O0w!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F844345e8-4543-4654-8867-d5798f7bb518_480x240.jpeg 1456w" sizes="100vw" fetchpriority="high"></picture><div></div></div></div></figure></div><p></p><p>The article is based on a new book by Joe Studwell. In &#8220;How Africa Works&#8221; he discusses the impact of population density. He argues that it will take until 2030 for Africa to have a population density the same as Asia in 1960. Today the population of Africa is 1.5Bn which is roughly the same as that of India. However, Africa has a land mass nine times larger. In 2000 the population density was the same as in England in 1066.</p><p>Why does population density matter? Economists argue for &#8220;agglomeration economies&#8221;. These are the benefits of bringing people together in towns and cities. There are different types of benefits. The first is the ability to share. To share expensive infrastructure such roads, electricity grids, schools and hospitals. For firms they can also share specialist suppliers and lowers transport and utility costs.</p><p>The second benefit is that agglomeration creates bigger and denser talent pools. Firms can find it easier to find employees with the right skills mix. Individuals can find it easier to find the right job. This is the argument made for the success of Silicon Valley. Agglomeration also creates large accessible local markets. Proximity promotes the sharing of ideas and promotes innovation.<a href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fp%2F032-the-power-of-the-cities"> See also Newsletter #32 "The Power of the Cities"</a></p><p>If agglomeration is a driver of increased GDP per head, then Africa does not have enough people to create the necessary towns and cities.</p><p><strong>The Case for Reducing Fertility Quickly.</strong></p><p>The article produced a lot of reaction including a &#8220;Letter to the Editor&#8221;. The simplest argument was that there are already large cities within Africa, Cairo has a population of 24m people. It has 15,300 people per square kilometre. Lagos has 17m people and Johannesburg up to 7m depending on how you measure it. Despite this the African GDP per head has been static for half a century. The cities are surrounded by shanty towns. The population density of Manhattan is over 26,000 people per square kilometre. This is compared to 25,000 for Kinshasa and 45,000 for Giza. Clearly GDP per head has not followed density.</p><p>Countries need to invest in their human capital. That means education and investment in skills of all kinds. A booming population puts strains on any educational system. </p><p>The more serious argument is based on the &#8220;demographic dividend&#8221; demonstrated across parts of Asia. As fertility drops it generates a generational &#8220;sweet spot&#8221;. The last large generations enter the workforce before the number of dependent older people increases. Resources are freed up to increase prosperity. For this to happen fertility must fall. The agglomeration argument instead would argue for fertility to stay high.</p><p><strong>The Policy Problem</strong></p><p>The problem is that Government policy has a major role to play in the success of any  &#8220;prosperity engine&#8221;. Obviously, there are issues of corruption and the dark side of development. Even the well meaning cannot always get it right.</p><p>The unemployment rate of graduates in India is 29.1%. &#8220;Under 26&#8221; unemployment in general is nearly 10%. High GDP growth has not been translated into proportional formal employment. 43% of the workforce is engaged in agriculture. This has come down from 66% forty years ago. Only 14.5% of workers are employed in firms with more than 20 employees. Estimates suggest that 80-85% of workers operate in the informal sector. They have no written contracts and no social security.</p><p>India has huge towns and cities. Mumbai has a population density of 83,000 people per square kilometre. Kolkata has 78,000. They are generating agglomeration benefits. The fertility rate has fallen from nearly 6 in 1964 to 1.98 today. The simplistic models are not deterministic. When faced with reality they show how difficult managing economic growth can be.</p><p><strong>Arguments about Models do not matter</strong></p><p>Intellectually it might be fun to argue about fertility and urbanization. Unfortunately, the populations of Africa are not waiting for the answer. Fertility rates are dropping everywhere. In the Democratic Republic of Congo, they have fallen from 7 in 1985 to 6 today. In Ethiopia the have fallen from 7.36 to under 4 in the same period. Egypt has gone from 7.09 in 1950 to 2.75 today. The overall population growth rate has plateaued at around 2.5%. Unlike many parts of the world Africa is still growing. However the growth rate is slowing.</p><p>In 1950 there were only 33m Africans living in cities, there were 195m in the countryside. Urban dwellers have grown to 720m and rural to 830. The City dwellers  will soon be larger than those in the country. No matter what government wants people are attracted to towns and cities.</p><p><strong>If</strong> <strong>you enjoy the Newsletter please recommend it to friends and send them to Substack to subscribe. It is free. Alternatively try the button below. All the Newsletters and lots more background is on my website thebusinessofage.com.</strong></p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/p/287-africa-has-too-few-people?utm_source=substack&utm_medium=email&utm_content=share&action=share&quot;,&quot;text&quot;:&quot;Share&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fp%2F287-africa-has-too-few-people%3Futm_source%3Dsubstack%26utm_medium%3Demail%26utm_content%3Dshare%26action%3Dshare"><span>Share</span></a></p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/subscribe?&quot;,&quot;text&quot;:&quot;Subscribe now&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fsubscribe%3F"><span>Subscribe now</span></a></p>]]></content:encoded></item><item><title><![CDATA[#286 Social Jetlag]]></title><description><![CDATA[When we fly to a different time zone we all know what jetlag feels like. Do we realize we may have it every day?]]></description><link>https://consumerageism.substack.com/p/286-social-jetlag</link><guid isPermaLink="false">https://consumerageism.substack.com/p/286-social-jetlag</guid><dc:creator><![CDATA[John Bateson]]></dc:creator><pubDate>Sun, 20 Sep 2026 17:01:44 GMT</pubDate><enclosure url="iframe.php?url=https%3A%2F%2Fsubstackcdn.com%2Fimage%2Ffetch%2F%24s_%217llp%21%2Cf_auto%2Cq_auto%3Agood%2Cfl_progressive%3Asteep%2Fhttps%253A%252F%252Fsubstack-post-media.s3.amazonaws.com%252Fpublic%252Fimages%252Ff8af1837-87ef-4e85-851d-67589efa06f0_1652x1236.jpeg" length="0" type="image/jpeg"/><content:encoded><![CDATA[<p>Arriving in San Francisco from London we know what jetlag feels like. Suddenly our internal clock does not match local time, which is 8 hours earlier. We are tired all the time and yet cannot sleep. We are certainly not at our best cognitively. We are told not to make important decisions.</p><p>There is a different kind of jetlag. We all have a circadian rhythm. Our internal clock tells us when we are active and when we need to sleep. The way we live our lives may not match our natural rhythm. Social pressures mean we cannot align our activities with our clock. One clue is whether we have a different sleep pattern at the weekends. This is Social Jetlag and it is bad for us.</p><p>A Five-Minute Read</p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/p/286-social-jetlag?utm_source=substack&utm_medium=email&utm_content=share&action=share&quot;,&quot;text&quot;:&quot;Share&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fp%2F286-social-jetlag%3Futm_source%3Dsubstack%26utm_medium%3Demail%26utm_content%3Dshare%26action%3Dshare"><span>Share</span></a></p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/subscribe?&quot;,&quot;text&quot;:&quot;Subscribe now&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fsubscribe%3F"><span>Subscribe now</span></a></p><p><strong>The Circadian Clock.</strong></p><p>We evolved to have an internal clock. It allowed us to fit better into our environment. To predict day and night, and the rhythm of the world around us. When food or predators were awake  The clock controls many behavioural and physiological processes. It controls sleep, body temperature, heartbeat and hormone secretion. We have one master clock in our hypothalamus. Connected to it are many subsidiary clocks controlling different parts of our body.</p><p>To match the exact 24 hours in a day it needs cues to calibrate itself. The primary clue is light. We have special receptors in the eye. These can tell the difference between morning and evening light based on the wavelength. The time, especially in some of the sub clocks, can be reset with stress, exercise and even eating.</p><p><strong>Circadian Misalignment</strong></p><p>Jetlag is the extreme version of misalignment. One of the biggest impacts is on sleep. Our clock controls the release of cortisol which wakes us up and melatonin which puts us to sleep. Social jetlag has the same impact, but on a lesser scale, to the flying jetlag. Lags of 1 or 2 hours are common especially amongst people whose natural rhythm makes them active at night. That is equivalent in Europe to the jetlag we feel when flying from London to Paris or Istanbul</p><p>We know about &#8220;night owls&#8221; and &#8220;morning larks&#8221;. Our circadian rhymes are not all the same. &#8220;Morning larks&#8221; are more active in the mornings. &#8220;Night owls&#8221; have a natural pattern of rising late but staying awake longer. Those peaks are distributed on a normal curve. Most people sit somewhere in the middle but there are &#8220;tails&#8221; of people with more extreme patterns. For a &#8220;night owl&#8221; modern norms of work or school hours are a nightmare. They want to stay up late at night but then must get up early.</p><p>Social jet lag is associated with many problems. Obesity and diabetes rise with misalignment. So too does cardiovascular disease. Cognitive impairment and Alzheimer&#8217;s disease are associated with more social jetlag. The exact mechanisms are not all known. Some at least are behavioural. The misalignment leads us to eat at different times and the wrong kinds of food. Someone with social jetlag will eat more calories and more meat, eggs, sweets and soft drinks. Certainly, sleep deprivation is one of the basic problems.</p><p><strong>Circadian Rhythms and the elderly.</strong></p><div class="captioned-image-container"><figure><a class="image-link image2 is-viewable-img" target="_blank" href="iframe.php?url=https%3A%2F%2Fsubstackcdn.com%2Fimage%2Ffetch%2F%24s_%217llp%21%2Cf_auto%2Cq_auto%3Agood%2Cfl_progressive%3Asteep%2Fhttps%253A%252F%252Fsubstack-post-media.s3.amazonaws.com%252Fpublic%252Fimages%252Ff8af1837-87ef-4e85-851d-67589efa06f0_1652x1236.jpeg" data-component-name="Image2ToDOM"><div class="image2-inset"><picture><source type="image/webp" srcset="https://substackcdn.com/image/fetch/$s_!7llp!,w_424,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ff8af1837-87ef-4e85-851d-67589efa06f0_1652x1236.jpeg 424w, https://substackcdn.com/image/fetch/$s_!7llp!,w_848,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ff8af1837-87ef-4e85-851d-67589efa06f0_1652x1236.jpeg 848w, https://substackcdn.com/image/fetch/$s_!7llp!,w_1272,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ff8af1837-87ef-4e85-851d-67589efa06f0_1652x1236.jpeg 1272w, https://substackcdn.com/image/fetch/$s_!7llp!,w_1456,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ff8af1837-87ef-4e85-851d-67589efa06f0_1652x1236.jpeg 1456w" sizes="auto, 100vw"><img src="iframe.php?url=https%3A%2F%2Fsubstackcdn.com%2Fimage%2Ffetch%2F%24s_%217llp%21%2Cw_1456%2Cc_limit%2Cf_auto%2Cq_auto%3Agood%2Cfl_progressive%3Asteep%2Fhttps%253A%252F%252Fsubstack-post-media.s3.amazonaws.com%252Fpublic%252Fimages%252Ff8af1837-87ef-4e85-851d-67589efa06f0_1652x1236.jpeg" width="1456" height="1089" data-attrs="{&quot;src&quot;:&quot;https://substack-post-media.s3.amazonaws.com/public/images/f8af1837-87ef-4e85-851d-67589efa06f0_1652x1236.jpeg&quot;,&quot;srcNoWatermark&quot;:null,&quot;fullscreen&quot;:null,&quot;imageSize&quot;:null,&quot;height&quot;:1089,&quot;width&quot;:1456,&quot;resizeWidth&quot;:null,&quot;bytes&quot;:154334,&quot;alt&quot;:null,&quot;title&quot;:null,&quot;type&quot;:&quot;image/jpeg&quot;,&quot;href&quot;:null,&quot;belowTheFold&quot;:true,&quot;topImage&quot;:false,&quot;internalRedirect&quot;:&quot;https://consumerageism.substack.com/i/216421833?img=https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ff8af1837-87ef-4e85-851d-67589efa06f0_1652x1236.jpeg&quot;,&quot;isProcessing&quot;:false,&quot;align&quot;:null,&quot;offset&quot;:false}" class="sizing-normal" alt="" srcset="https://substackcdn.com/image/fetch/$s_!7llp!,w_424,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ff8af1837-87ef-4e85-851d-67589efa06f0_1652x1236.jpeg 424w, https://substackcdn.com/image/fetch/$s_!7llp!,w_848,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ff8af1837-87ef-4e85-851d-67589efa06f0_1652x1236.jpeg 848w, https://substackcdn.com/image/fetch/$s_!7llp!,w_1272,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ff8af1837-87ef-4e85-851d-67589efa06f0_1652x1236.jpeg 1272w, https://substackcdn.com/image/fetch/$s_!7llp!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ff8af1837-87ef-4e85-851d-67589efa06f0_1652x1236.jpeg 1456w" sizes="auto, 100vw" loading="lazy"></picture><div class="image-link-expand"><div class="pencraft pc-display-flex pc-gap-8 pc-reset"><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container restack-image buttonBase-GK1x3M"><svg aria-hidden="true" width="20" height="20" viewBox="0 0 20 20" fill="none" stroke-width="1.5" stroke="var(--color-fg-primary)" stroke-linecap="round" stroke-linejoin="round" xmlns="http://www.w3.org/2000/svg" class="icon-noB79L"><g><path d="M2.53001 7.81595C3.49179 4.73911 6.43281 2.5 9.91173 2.5C13.1684 2.5 15.9537 4.46214 17.0852 7.23684L17.6179 8.67647M17.6179 8.67647L18.5002 4.26471M17.6179 8.67647L13.6473 6.91176M17.4995 12.1841C16.5378 15.2609 13.5967 17.5 10.1178 17.5C6.86118 17.5 4.07589 15.5379 2.94432 12.7632L2.41165 11.3235M2.41165 11.3235L1.5293 15.7353M2.41165 11.3235L6.38224 13.0882"></path></g></svg></button><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container view-image buttonBase-GK1x3M"><svg xmlns="http://www.w3.org/2000/svg" width="20" height="20" viewBox="0 0 24 24" fill="none" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round" class="lucide lucide-maximize2 lucide-maximize-2 icon-noB79L"><polyline points="15 3 21 3 21 9"></polyline><polyline points="9 21 3 21 3 15"></polyline><line x1="21" x2="14" y1="3" y2="10"></line><line x1="3" x2="10" y1="21" y2="14"></line></svg></button></div></div></div></a></figure></div><p></p><p>As we age our patterns change. The amplitude of our rhythm&#8217;s declines. The highs and lows of activity are reduced. We may have less energy in our morning peak, but we will be less tired in the evening. This can cause problems with sleep. It can become more fragmented and disturbed. We may not know it, but we all wake at least four times a night in any case. Interestingly we all have &#8220;retrograde amnesia&#8221;. We cannot remember falling asleep. Our memory is wiped. Some people can have conversations before falling asleep and cannot remember them at all in the morning.</p><p>The second impact of age is that our morning peak tends to move earlier. There is a phase shift.  We become more &#8220;morning larks&#8221;. We wake up earlier and go to bed earlier. This can influence when we should undertake some activities. Young and old were given  cognitive ability tests. They were given tests in their morning peak and their evening trough. In the morning the old scored the same as the young. In the evening they did far worse.</p><p><strong>Chasing the Circadian Rhythm</strong></p><p>We spend half our lives juggling our biological and social clocks. Trying to keep them aligned as much as possible. COVID and working from home have helped. Some schools are starting later in the day to accommodate the &#8220;night owls&#8221; amongst the teenage students,</p><p>When we finally retire, we can align them more easily. The social pressure fades. Unfortunately, precisely at that time our rhythms start to change. We then are fighting to maintain our rhythms to protect our sleep patterns. We need the same amount of sleep.</p><p>We may get the balance right then suddenly it is time &#8220;to change the clocks&#8221;. At the end of October &#8220;British Summer Time&#8221; ends.</p><p>It seems that we cannot win.</p><p><strong>If</strong><span> </span><strong>you enjoy the Newsletter please recommend it to friends and send them to Substack to subscribe. It is free. Alternatively try the button below. All the Newsletters and lots more background is on my website thebusinessofage.com.</strong></p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/p/286-social-jetlag?utm_source=substack&utm_medium=email&utm_content=share&action=share&quot;,&quot;text&quot;:&quot;Share&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fp%2F286-social-jetlag%3Futm_source%3Dsubstack%26utm_medium%3Demail%26utm_content%3Dshare%26action%3Dshare"><span>Share</span></a></p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/subscribe?&quot;,&quot;text&quot;:&quot;Subscribe now&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fsubscribe%3F"><span>Subscribe now</span></a></p>]]></content:encoded></item><item><title><![CDATA[#285 Dolce & Gabbana Hearing Aids]]></title><description><![CDATA[I can buy reading glasses from Dolce and Gabbana or Prada. No fashion house makes hearing aids.]]></description><link>https://consumerageism.substack.com/p/285-dolce-and-gabbana-hearing-aids</link><guid isPermaLink="false">https://consumerageism.substack.com/p/285-dolce-and-gabbana-hearing-aids</guid><dc:creator><![CDATA[John Bateson]]></dc:creator><pubDate>Sun, 13 Sep 2026 17:00:33 GMT</pubDate><content:encoded><![CDATA[<p>Hearing and sight loss can be part of growing old. Why do we view them so differently?  75% of Americans need glasses and 64% wear them or contact lenses.  Only 16% of 20&#8211;69-year-olds who need a hearing aid wear one.</p><p>A Five Minute Read</p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/subscribe?&quot;,&quot;text&quot;:&quot;Subscribe now&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fsubscribe%3F"><span>Subscribe now</span></a></p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/p/285-dolce-and-gabbana-hearing-aids?utm_source=substack&utm_medium=email&utm_content=share&action=share&quot;,&quot;text&quot;:&quot;Share&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fp%2F285-dolce-and-gabbana-hearing-aids%3Futm_source%3Dsubstack%26utm_medium%3Demail%26utm_content%3Dshare%26action%3Dshare"><span>Share</span></a></p><p><strong>The Ageing Senses</strong></p><p>For some of us age brings with it decline in our senses.  The most common problems are with sight and hearing. By the age of 55, 94% of Americans need glasses. The vast majority need them to be able to read. Presbyopia is the technical term. The lenses of our eyes grow throughout our lives. The lenses thicken every year as protein is deposited on the surface. The result is that the lens becomes less flexible. At the same time the muscles in the sack that holds the lens weakens. The result is that we cannot squeeze the lens to focus on text close to our eyes.</p><p>The alternative problem is myopia. The inability to see in the distance. The shape of our eyeballs change. There is a bigger distance between the front of the eye and the back. As a result, the image fails to focus on the retina in our eye. There is a growing number of cases especially amongst children. It is suggested that this is caused by increasing hours spent viewing smart phones. Their small screens means they are held too close to the eye.. The problem seems to be made worse by the reduced time spent outside looking at the distant horizons.</p><p>Around the year 1300 the first glasses were invented by glassblowers in Venice. These did not have arms but balanced on the end of the nose. Before that, people used polished balls of glass. These could be placed on to the surface of the document to magnify the text.</p><p>Loss of hearing is predominantly due to the loss of the sensitive hairs within the inner ear. There is clearly an age effect since hearing loss is more prevalent with age. However, this may not be a strictly age driven effect. It is known that noise, especially at high levels, can damage those sensitive hairs. This is a cumulative effect and older people have had a greater exposure. The incidence of hearing loss in men is nearly twice that of women. Much of the difference has been put down to noise exposure. The damage is not even. We lose higher frequencies first. </p><p><strong>When does Sensory Loss start?</strong></p><p>The ageing of the eyes starts when we are  young. In the US 35-48% of 12&#8211;17-year-olds wear glasses. By 35-54 that rises to close to 75%. By 65 well over 90% of people would benefit from wearing glasses. Most do and many treat them as a fashion accessory. We can buy glasses from most of the major fashion brands such as Cartier or Versace. There are multiple brands dedicated to glasses alone. We are so accustomed to glasses that we not blame ageing for them.</p><p><span>By the age of 55 only 14% of Americans have hearing loss issues. This rises to 33% in the 65-74 age group. Over 75 it can rise to 50%. The situation with hearing aids is very different to glasses. Up to the age of 69 only 16% of people who have a clinically significant hearing loss are using a hearing aid. Even though they are known to help. By 75 the number rises to 20%. By 85, 35% of potential users have adopted them.</span></p><div class="captioned-image-container"><figure><div class="image-link image2" data-component-name="Image2ToDOM"><div class="image2-inset"><picture><source type="image/webp" srcset="https://substackcdn.com/image/fetch/$s_!QEYC!,w_424,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F3e32776d-7a7a-425f-a88e-a0e4465d966e_360x240.jpeg 424w, https://substackcdn.com/image/fetch/$s_!QEYC!,w_848,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F3e32776d-7a7a-425f-a88e-a0e4465d966e_360x240.jpeg 848w, https://substackcdn.com/image/fetch/$s_!QEYC!,w_1272,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F3e32776d-7a7a-425f-a88e-a0e4465d966e_360x240.jpeg 1272w, https://substackcdn.com/image/fetch/$s_!QEYC!,w_1456,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F3e32776d-7a7a-425f-a88e-a0e4465d966e_360x240.jpeg 1456w" sizes="auto, 100vw"><img src="iframe.php?url=https%3A%2F%2Fsubstackcdn.com%2Fimage%2Ffetch%2F%24s_%21QEYC%21%2Cw_1456%2Cc_limit%2Cf_auto%2Cq_auto%3Agood%2Cfl_progressive%3Asteep%2Fhttps%253A%252F%252Fsubstack-post-media.s3.amazonaws.com%252Fpublic%252Fimages%252F3e32776d-7a7a-425f-a88e-a0e4465d966e_360x240.jpeg" width="728" height="485.3333333333333" data-attrs="{&quot;src&quot;:&quot;https://substack-post-media.s3.amazonaws.com/public/images/3e32776d-7a7a-425f-a88e-a0e4465d966e_360x240.jpeg&quot;,&quot;srcNoWatermark&quot;:null,&quot;fullscreen&quot;:null,&quot;imageSize&quot;:null,&quot;height&quot;:240,&quot;width&quot;:360,&quot;resizeWidth&quot;:728,&quot;bytes&quot;:23926,&quot;alt&quot;:null,&quot;title&quot;:null,&quot;type&quot;:&quot;image/jpeg&quot;,&quot;href&quot;:null,&quot;belowTheFold&quot;:true,&quot;topImage&quot;:false,&quot;internalRedirect&quot;:&quot;https://consumerageism.substack.com/i/212296808?img=https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F3e32776d-7a7a-425f-a88e-a0e4465d966e_360x240.jpeg&quot;,&quot;isProcessing&quot;:false,&quot;align&quot;:null,&quot;offset&quot;:false}" class="sizing-normal" alt="" srcset="https://substackcdn.com/image/fetch/$s_!QEYC!,w_424,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F3e32776d-7a7a-425f-a88e-a0e4465d966e_360x240.jpeg 424w, https://substackcdn.com/image/fetch/$s_!QEYC!,w_848,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F3e32776d-7a7a-425f-a88e-a0e4465d966e_360x240.jpeg 848w, https://substackcdn.com/image/fetch/$s_!QEYC!,w_1272,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F3e32776d-7a7a-425f-a88e-a0e4465d966e_360x240.jpeg 1272w, https://substackcdn.com/image/fetch/$s_!QEYC!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F3e32776d-7a7a-425f-a88e-a0e4465d966e_360x240.jpeg 1456w" sizes="auto, 100vw" loading="lazy"></picture><div></div></div></div></figure></div><p></p><p></p><p><strong><span>Social Stigma</span></strong></p><p><span>The difference between hearing aids and glasses seems to be social stigma. Over 50% of people who should wear hearing aids say they do not do so because of the social stigma. It is strange kind of stigma. Walking down the average street you are surrounded by people wearing earphones. Having a small white piece of plastic sticking out of your ears is acceptable. More than that it is social plus. Indeed, Apple now have authorization to sell airpods as a hearing aid. The results seem to be mixed. The airpods can  amplify sounds at different frequencies to fit an audiogram. They do not have directional capability common in modern hearing aids but work for moderate hearing loss. Unfortunately battery life is only 10 hours. </span></p><p><span>In Scandinavia a few smaller fashion houses have tried to glamorize hearing aids.  They have tried to make them look like earrings for women. Perhaps they should be dressed up as airpods?</span></p><p><strong><span>Hearing Loss is hard work.</span></strong></p><p><span>As any sense declines the brain must work harder to fill in the gaps. Hearing loss is the same and can make sufferers tired. Hearing loss is an important risk factor for the development of dementia, in particular Alzheimer&#8217;s disease. Mid-life hearing loss increases the risk of developing dementia by double any other single factor</span>. The mechanisms are unclear but hearing loss reduces social interactions in most sufferers. This in turn can reduce the stimulation given to the brain.</p><p>During a recent interview Sir Paul McCartney drop one of his hearing aids. (Years of live concerts had done the damage). He happily put it back without embarrassment. Do we need a personality led campaign to change the image of hearing aids? </p><p><strong>If</strong><span> </span><strong>you enjoy the Newsletter please recommend it to friends and send them to Substack to subscribe. It is free. Alternatively try the button below. All the Newsletters and lots more background is on my website thebusinessofage.com.</strong></p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/p/285-dolce-and-gabbana-hearing-aids?utm_source=substack&utm_medium=email&utm_content=share&action=share&quot;,&quot;text&quot;:&quot;Share&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fp%2F285-dolce-and-gabbana-hearing-aids%3Futm_source%3Dsubstack%26utm_medium%3Demail%26utm_content%3Dshare%26action%3Dshare"><span>Share</span></a></p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/subscribe?&quot;,&quot;text&quot;:&quot;Subscribe now&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fsubscribe%3F"><span>Subscribe now</span></a></p>]]></content:encoded></item><item><title><![CDATA[#284 Trombones and Old Age]]></title><description><![CDATA[The noise level inside a small venue with a live band is equivalent to having a trombone playing at you from ten feet.]]></description><link>https://consumerageism.substack.com/p/284-trombones-and-old-age</link><guid isPermaLink="false">https://consumerageism.substack.com/p/284-trombones-and-old-age</guid><dc:creator><![CDATA[John Bateson]]></dc:creator><pubDate>Sun, 06 Sep 2026 16:56:20 GMT</pubDate><content:encoded><![CDATA[<p>I have been attending the world&#8217;s largest music festival. The BBC Proms runs at the Albert Hall in London throughout the summer. This year there have been 72 concerts featuring 30,000 artists. Domestic and International orchestras perform every night.</p><p>I recently notice an interesting innovation. Amongst the players in some orchestras were soundproof Perspex screens. It was clear that they were designed to protect the rest of the orchestra from the brass section. There have now been several legal cases. Musicians have sued the orchestra for the loss of their hearing. All because of their proximity to the trombones!</p><p>A Five Minute Read</p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/subscribe?&quot;,&quot;text&quot;:&quot;Subscribe now&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fsubscribe%3F"><span>Subscribe now</span></a></p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/p/284-trombones-and-old-age?utm_source=substack&utm_medium=email&utm_content=share&action=share&quot;,&quot;text&quot;:&quot;Share&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fp%2F284-trombones-and-old-age%3Futm_source%3Dsubstack%26utm_medium%3Demail%26utm_content%3Dshare%26action%3Dshare"><span>Share</span></a></p><p></p><p><strong>What is Noise?</strong></p><p>When does music become noise? As individuals, it is when the music interferes with other activities. Perhaps when we cannot have a conversation. Restaurants have increasingly been criticized for their noise levels. That noise can be everything from music to multiple guest conversations. From the sound of the back-office systems to staff.</p><p>A survey measured the noise level at peak time in some two thousand three hundred bars and restaurants in New York. They used sound meters. In just thirty percent of restaurants were noise levels suitable for a conversation. A further forty percent had levels between seventy and seventy-five decibels. This would make conversation possible but difficult. It would mean shouting. The remaining thirty percent were operating at noise levels that made conversations impossible. Bars were much worse. Ninety percent have noise levels unsuitable for conversation even with shouting.</p><p><strong>The Regulator&#8217;s View of Noise.</strong></p><p>There are  regulations to protect employees from hearing damage. There are two dimensions to this: the level of the noise and the duration of the exposure. This effectively defines the amount of sound energy exposure. How much an individual gets during their working day. There is an emerging benchmark adopted by many countries. It is eighty decibels for eight hours.</p><p>What happens when the noise levels are higher? Employees can wear ear protectors or reduce their exposure time. Eight hours at  eighty decibels is the same &#8220;sound dose&#8221; as only forty-five minutes at ninety-five decibels.  It is only fifteen minutes at one hundred decibels. It does not matter whether this is the noise of a power drill or just a noisy bar. (If that looks odd remember that decibels are measured on a logarithmic scale).</p><p>The regulations have been extended to protect people working in pubs and clubs. In the E.U. the rules are set at the same level as factory workers.  There is a peak exposure of one hundred and thirty decibels (or the sound of a jet engine).  Those bars in New York average just above the eighty-decibel limit for a typical week. Sixty percent of them have noise levels above it during the peak hours. Add live music to the mix and the average rises to ninety-five decibels. A dance floor will take it to one hundred and five decibels.</p><p><em><strong>The noise level of a live band in a small venue is equivalent to having a trombonist stand in front of you and blast at you for five minutes.</strong></em> If you work as a musician, you may get a much bigger exposure! In bars and clubs, everyone working there should wear ear protectors. Alternatively they can manage their time of exposure.</p><p>Restaurants, bars, and clubs do not operate for their staff but to serve customers. Standing next to the bar staff, the waiters, the D.J.&#8217;s and dancing on the dance floor are the consumers. They are as exposed to the sound energy. It is doing just as much harm to their ears. The noise level on a full dance floor is equivalent to standing in a noisy metal working workshop. Those same consumers may indeed have come from work. Where they spent their working hours at the recommended limits in just such a workshop. Unfortunately, it is the total average exposure that matters. There is no distinction between work and play, day or night.</p><p><strong>Hearing, Noise and Ageing.</strong></p><div class="captioned-image-container"><figure><div class="image-link image2" data-component-name="Image2ToDOM"><div class="image2-inset"><picture><source type="image/webp" srcset="https://substackcdn.com/image/fetch/$s_!dFCt!,w_424,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F71a3946e-80b6-41a3-b0dd-fc0142810435_429x240.jpeg 424w, https://substackcdn.com/image/fetch/$s_!dFCt!,w_848,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F71a3946e-80b6-41a3-b0dd-fc0142810435_429x240.jpeg 848w, https://substackcdn.com/image/fetch/$s_!dFCt!,w_1272,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F71a3946e-80b6-41a3-b0dd-fc0142810435_429x240.jpeg 1272w, https://substackcdn.com/image/fetch/$s_!dFCt!,w_1456,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F71a3946e-80b6-41a3-b0dd-fc0142810435_429x240.jpeg 1456w" sizes="auto, 100vw"><img src="iframe.php?url=https%3A%2F%2Fsubstackcdn.com%2Fimage%2Ffetch%2F%24s_%21dFCt%21%2Cw_1456%2Cc_limit%2Cf_auto%2Cq_auto%3Agood%2Cfl_progressive%3Asteep%2Fhttps%253A%252F%252Fsubstack-post-media.s3.amazonaws.com%252Fpublic%252Fimages%252F71a3946e-80b6-41a3-b0dd-fc0142810435_429x240.jpeg" width="429" height="240" data-attrs="{&quot;src&quot;:&quot;https://substack-post-media.s3.amazonaws.com/public/images/71a3946e-80b6-41a3-b0dd-fc0142810435_429x240.jpeg&quot;,&quot;srcNoWatermark&quot;:null,&quot;fullscreen&quot;:null,&quot;imageSize&quot;:null,&quot;height&quot;:240,&quot;width&quot;:429,&quot;resizeWidth&quot;:null,&quot;bytes&quot;:33310,&quot;alt&quot;:null,&quot;title&quot;:null,&quot;type&quot;:&quot;image/jpeg&quot;,&quot;href&quot;:null,&quot;belowTheFold&quot;:true,&quot;topImage&quot;:false,&quot;internalRedirect&quot;:&quot;https://consumerageism.substack.com/i/214274910?img=https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F71a3946e-80b6-41a3-b0dd-fc0142810435_429x240.jpeg&quot;,&quot;isProcessing&quot;:false,&quot;align&quot;:null,&quot;offset&quot;:false}" class="sizing-normal" alt="" srcset="https://substackcdn.com/image/fetch/$s_!dFCt!,w_424,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F71a3946e-80b6-41a3-b0dd-fc0142810435_429x240.jpeg 424w, https://substackcdn.com/image/fetch/$s_!dFCt!,w_848,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F71a3946e-80b6-41a3-b0dd-fc0142810435_429x240.jpeg 848w, https://substackcdn.com/image/fetch/$s_!dFCt!,w_1272,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F71a3946e-80b6-41a3-b0dd-fc0142810435_429x240.jpeg 1272w, https://substackcdn.com/image/fetch/$s_!dFCt!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F71a3946e-80b6-41a3-b0dd-fc0142810435_429x240.jpeg 1456w" sizes="auto, 100vw" loading="lazy"></picture><div></div></div></div></figure></div><p></p><p>Most of hearing loss comes from the cumulative effect of noise. It destroys the sensitive hairs in the ear and reduces their sensitivity. It appears that even without such damage hearing sensitivity can decline with age. Researchers suggest that noise levels should be reduced by up to ten decibels for older people. Age influences the &#8220;signal to noise&#8221; ratio. We need a higher sound level relative to the background noise to be able to hear something. This is particularly the case with high frequency noises.  Applying such a restriction would make most New York restaurants and bars &#8220;no-go&#8221; areas for older people.</p><p>Modern restaurant design does not help. Gone are the carpets. Gone are the curtains, soft furnishings and ceiling that used to absorb sound. Hard floors, no table clothes and vaulted ceilings increase reverberation. The separate noisy bar is now incorporated into the dining room. Kitchens have become open plan. It may look beautiful but it sounds dreadful.   </p><p>Turning the noise down to help older consumers can have positive side effects. It turns out that noise can destroy the taste of the food. The classic example of noise and food is air travel. Eighty-five decibels is typical for a large aircraft in mid-flight. Coping with the noise takes intellectual energy away from the senses. What a restaurant loses through noise on the quality of the food it may gain in drink sales.  Alcohol consumption is higher in a loud versus quiet bar. Above eighty decibels we lose the ability to tell how strong our drink is.</p><p><strong>If</strong><span> </span><strong>you enjoy the Newsletter please recommend it to friends and send them to Substack to subscribe. It is free. Alternatively try the button below. All the Newsletters and lots more background is on my website thebusinessofage.com.</strong></p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/p/284-trombones-and-old-age?utm_source=substack&utm_medium=email&utm_content=share&action=share&quot;,&quot;text&quot;:&quot;Share&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fp%2F284-trombones-and-old-age%3Futm_source%3Dsubstack%26utm_medium%3Demail%26utm_content%3Dshare%26action%3Dshare"><span>Share</span></a></p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/subscribe?&quot;,&quot;text&quot;:&quot;Subscribe now&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fsubscribe%3F"><span>Subscribe now</span></a></p>]]></content:encoded></item><item><title><![CDATA[#283 Will Ageing Populations destroy GDP?]]></title><description><![CDATA[Economists are becoming interested in the cognitive ability of nations. They argue that the ability of citizens drives productivity and GDP.]]></description><link>https://consumerageism.substack.com/p/283-will-ageing-populations-destroy</link><guid isPermaLink="false">https://consumerageism.substack.com/p/283-will-ageing-populations-destroy</guid><dc:creator><![CDATA[John Bateson]]></dc:creator><pubDate>Sun, 30 Aug 2026 17:01:36 GMT</pubDate><content:encoded><![CDATA[<p>In 2011&#8211;2012, the OECD tested the numeracy and literacy of  thirty nine countries. It was called the Programme for the International Assessment of Adult Competencies (PIAAC). This was a countrywide assessment of the &#8220;human capital&#8221; across these countries. I described the results in <a href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fp%2F206-business-skills-for-the-over">Newsletter #206.</a> </p><p>We know from that  study that literacy and numeracy are related to individual earnings. The skills profile of a country has also been related to national growth rates. Economists are concerned about the ageing of the population.  It could affect productivity and growth rates. If cognitive ability, literacy and numeracy decline with age so will the economic wellbeing of the country as the proportion of older people increases.</p><p>A Five Minute Read</p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/subscribe?&quot;,&quot;text&quot;:&quot;Subscribe now&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fsubscribe%3F"><span>Subscribe now</span></a></p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/p/283-will-ageing-populations-destroy?utm_source=substack&utm_medium=email&utm_content=share&action=share&quot;,&quot;text&quot;:&quot;Share&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fp%2F283-will-ageing-populations-destroy%3Futm_source%3Dsubstack%26utm_medium%3Demail%26utm_content%3Dshare%26action%3Dshare"><span>Share</span></a></p><p></p><p>Cross-sectional analysis of the PIAAC data suggests that both literacy and numeracy start to decline in the late 20&#8217;s or early thirties. In previous Newsletters I have shown that such analysis is flawed <a href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fp%2F178-a-picture-of-healthy-ageing">( Newsletter #178 A Picture of Healthy Ageing)</a>. Different cohorts or generations have improving levels of cognitive ability. Because of this a cross-sectional approach will overstate any decline.</p><p><strong>The German Longitudinal PIAAC Data</strong>.</p><p>To unpick the cohort effect, we need longitudinal data. Data on the same individuals over time. Uniquely Germany converted the original OECD respondents into a panel. They could retest them three years later. They could separate out the cohort effect and  look at the aggregate underlying trends. The results were  published last year.</p><p><strong>Age Related declines in Literacy and Numeracy. </strong></p><p>The actual declines start much later  than the cross-sectional data would suggest. Average literacy continues to increase until the age of 45. Numeracy up until the age of 40. After that skill changes turn negative. The decline is stronger for numeracy than literacy. The scale of the declines by 65 can be assessed by comparing with performance at younger ages. By the age of 65 literacy fell to the level of a 35-year-old. Numeracy was back to the level of a 25-year-old.  </p><p><strong>Use It or Lose It</strong></p><div class="captioned-image-container"><figure><div class="image-link image2" data-component-name="Image2ToDOM"><div class="image2-inset"><picture><source type="image/webp" srcset="https://substackcdn.com/image/fetch/$s_!rATv!,w_424,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fd9b47356-9fbf-4819-80a6-fe189462e259_360x240.jpeg 424w, https://substackcdn.com/image/fetch/$s_!rATv!,w_848,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fd9b47356-9fbf-4819-80a6-fe189462e259_360x240.jpeg 848w, https://substackcdn.com/image/fetch/$s_!rATv!,w_1272,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fd9b47356-9fbf-4819-80a6-fe189462e259_360x240.jpeg 1272w, https://substackcdn.com/image/fetch/$s_!rATv!,w_1456,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fd9b47356-9fbf-4819-80a6-fe189462e259_360x240.jpeg 1456w" sizes="auto, 100vw"><img src="iframe.php?url=https%3A%2F%2Fsubstackcdn.com%2Fimage%2Ffetch%2F%24s_%21rATv%21%2Cw_1456%2Cc_limit%2Cf_auto%2Cq_auto%3Agood%2Cfl_progressive%3Asteep%2Fhttps%253A%252F%252Fsubstack-post-media.s3.amazonaws.com%252Fpublic%252Fimages%252Fd9b47356-9fbf-4819-80a6-fe189462e259_360x240.jpeg" width="360" height="240" data-attrs="{&quot;src&quot;:&quot;https://substack-post-media.s3.amazonaws.com/public/images/d9b47356-9fbf-4819-80a6-fe189462e259_360x240.jpeg&quot;,&quot;srcNoWatermark&quot;:null,&quot;fullscreen&quot;:null,&quot;imageSize&quot;:null,&quot;height&quot;:240,&quot;width&quot;:360,&quot;resizeWidth&quot;:null,&quot;bytes&quot;:24749,&quot;alt&quot;:null,&quot;title&quot;:null,&quot;type&quot;:&quot;image/jpeg&quot;,&quot;href&quot;:null,&quot;belowTheFold&quot;:true,&quot;topImage&quot;:false,&quot;internalRedirect&quot;:&quot;https://consumerageism.substack.com/i/212529925?img=https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fd9b47356-9fbf-4819-80a6-fe189462e259_360x240.jpeg&quot;,&quot;isProcessing&quot;:false,&quot;align&quot;:null,&quot;offset&quot;:false}" class="sizing-normal" alt="" srcset="https://substackcdn.com/image/fetch/$s_!rATv!,w_424,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fd9b47356-9fbf-4819-80a6-fe189462e259_360x240.jpeg 424w, https://substackcdn.com/image/fetch/$s_!rATv!,w_848,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fd9b47356-9fbf-4819-80a6-fe189462e259_360x240.jpeg 848w, https://substackcdn.com/image/fetch/$s_!rATv!,w_1272,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fd9b47356-9fbf-4819-80a6-fe189462e259_360x240.jpeg 1272w, https://substackcdn.com/image/fetch/$s_!rATv!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fd9b47356-9fbf-4819-80a6-fe189462e259_360x240.jpeg 1456w" sizes="auto, 100vw" loading="lazy"></picture><div></div></div></div></figure></div><p></p><p>The situation is better than even the longitudinal data shows. The results above are averages. Within the PIAAC questionnaire were other measures. In particular, there were questions about the use of numeracy and literacy. Other studies have tried to use surrogates to assess skills usage. They have used such things as occupation. In this case the questionnaire asked directly about skills usage at work or in the home. Questions included:</p><p> &#8220;Reading emails, memos or correspondence&#8221; and</p><p> &#8220;Calculating costs or profits and budgets&#8221;.</p><p>They were able to calculate for each person an index of their use of their literacy and numerical skills. </p><p>They broke down the average, they looked at the trajectory of both skills with and without usage. Those individuals who were using their skills continued to increase them until the age of 65. (The sample was of working age people. The data does not go beyond 65). There is a peak at about 55 but after that the rate of increase merely slows. For the individuals not using their skill the decline starts at the age of 30. Usage allows individuals to continue to grow their skills at least until the age of 65. It really is a case of use it or lose it.</p><p><strong>Cognitive Ability</strong> </p><p>Cognitive Ability is measured at many different levels. It stretches from things close to the functioning of the brain. For example, researchers measure cognitive speed or the ability to focus attention. At a higher level comes things like literacy and numeracy. Finally, researchers also look at decision making ability. The further from brain function, the more older individuals can use their  wisdom to mitigate any decline. They are all related but very different. </p><p><strong>Literacy and Numeracy and GDP</strong>.</p><p>Does the ageing of the population imply a decline in productivity and growth? This data suggests that the problem may be smaller than originally feared. Decline starts later than cross sectional analysis would suggest. In no case does the level drop below the standard of a 20-year-old. The ageist narrative of decline starts at too young an age.  The data also suggests that individuals who need to use literacy and numeracy  continue to grow them until the age of 65. </p><p>More people will work beyond 65. Unfortunately, this data does not help. Other studies suggest individuals can maintain these abilities until the age of 80. Only then do they drop below the average 30 year old.</p><p>To quote the authors:</p><blockquote><p>&#8220;Behavioural choices can overcome biological changes&#8221;.</p></blockquote><p><strong>If</strong><span> </span><strong>you enjoy the Newsletter please recommend it to friends and send them to Substack to subscribe. It is free. Alternatively try the button below. All the Newsletters and lots more background is on my website thebusinessofage.com.</strong></p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/p/283-will-ageing-populations-destroy?utm_source=substack&utm_medium=email&utm_content=share&action=share&quot;,&quot;text&quot;:&quot;Share&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fp%2F283-will-ageing-populations-destroy%3Futm_source%3Dsubstack%26utm_medium%3Demail%26utm_content%3Dshare%26action%3Dshare"><span>Share</span></a></p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/subscribe?&quot;,&quot;text&quot;:&quot;Subscribe now&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fsubscribe%3F"><span>Subscribe now</span></a></p>]]></content:encoded></item><item><title><![CDATA[#282 “A Healthy Mind in a Healthy Body”]]></title><description><![CDATA[Roman poet Juvenal wrote this at the end of the first century AD. It took most Western Governments until late in the 20th Century to recognize the benefits of physical activity.]]></description><link>https://consumerageism.substack.com/p/282-a-healthy-mind-in-a-healthy-body</link><guid isPermaLink="false">https://consumerageism.substack.com/p/282-a-healthy-mind-in-a-healthy-body</guid><dc:creator><![CDATA[John Bateson]]></dc:creator><pubDate>Sun, 23 Aug 2026 17:01:06 GMT</pubDate><enclosure url="iframe.php?url=https%3A%2F%2Fsubstackcdn.com%2Fimage%2Ffetch%2F%24s_%21dxxS%21%2Cf_auto%2Cq_auto%3Agood%2Cfl_progressive%3Asteep%2Fhttps%253A%252F%252Fsubstack-post-media.s3.amazonaws.com%252Fpublic%252Fimages%252F493504c9-7346-46a8-9c24-5da9bdd11604_3250x2167.png" length="0" type="image/jpeg"/><content:encoded><![CDATA[<p></p><p>It was only in the 1990&#8217;s that Governments and NGOs around the world started to recommend the health benefits of exercise. It was even later that they recognized the benefits to mental health. In 1952 the first seminal study in this area was made. It  related scientifically physical activity to cardiovascular health. It was known as the &#8220;Busman Study&#8221;.</p><p>A Five Minute Read</p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/subscribe?&quot;,&quot;text&quot;:&quot;Subscribe now&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fsubscribe%3F"><span>Subscribe now</span></a></p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/p/282-a-healthy-mind-in-a-healthy-body?utm_source=substack&utm_medium=email&utm_content=share&action=share&quot;,&quot;text&quot;:&quot;Share&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fp%2F282-a-healthy-mind-in-a-healthy-body%3Futm_source%3Dsubstack%26utm_medium%3Demail%26utm_content%3Dshare%26action%3Dshare"><span>Share</span></a></p><p></p><p><strong>The Busman Study</strong></p><div class="captioned-image-container"><figure><a class="image-link image2 is-viewable-img" target="_blank" href="iframe.php?url=https%3A%2F%2Fsubstackcdn.com%2Fimage%2Ffetch%2F%24s_%21dxxS%21%2Cf_auto%2Cq_auto%3Agood%2Cfl_progressive%3Asteep%2Fhttps%253A%252F%252Fsubstack-post-media.s3.amazonaws.com%252Fpublic%252Fimages%252F493504c9-7346-46a8-9c24-5da9bdd11604_3250x2167.png" data-component-name="Image2ToDOM"><div class="image2-inset"><picture><source type="image/webp" srcset="https://substackcdn.com/image/fetch/$s_!dxxS!,w_424,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F493504c9-7346-46a8-9c24-5da9bdd11604_3250x2167.png 424w, https://substackcdn.com/image/fetch/$s_!dxxS!,w_848,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F493504c9-7346-46a8-9c24-5da9bdd11604_3250x2167.png 848w, https://substackcdn.com/image/fetch/$s_!dxxS!,w_1272,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F493504c9-7346-46a8-9c24-5da9bdd11604_3250x2167.png 1272w, https://substackcdn.com/image/fetch/$s_!dxxS!,w_1456,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F493504c9-7346-46a8-9c24-5da9bdd11604_3250x2167.png 1456w" sizes="100vw"><img src="iframe.php?url=https%3A%2F%2Fsubstackcdn.com%2Fimage%2Ffetch%2F%24s_%21dxxS%21%2Cw_1456%2Cc_limit%2Cf_auto%2Cq_auto%3Agood%2Cfl_progressive%3Asteep%2Fhttps%253A%252F%252Fsubstack-post-media.s3.amazonaws.com%252Fpublic%252Fimages%252F493504c9-7346-46a8-9c24-5da9bdd11604_3250x2167.png" width="1456" height="971" data-attrs="{&quot;src&quot;:&quot;https://substack-post-media.s3.amazonaws.com/public/images/493504c9-7346-46a8-9c24-5da9bdd11604_3250x2167.png&quot;,&quot;srcNoWatermark&quot;:null,&quot;fullscreen&quot;:null,&quot;imageSize&quot;:null,&quot;height&quot;:971,&quot;width&quot;:1456,&quot;resizeWidth&quot;:null,&quot;bytes&quot;:14668088,&quot;alt&quot;:null,&quot;title&quot;:null,&quot;type&quot;:&quot;image/png&quot;,&quot;href&quot;:null,&quot;belowTheFold&quot;:false,&quot;topImage&quot;:true,&quot;internalRedirect&quot;:&quot;https://consumerageism.substack.com/i/212296834?img=https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F493504c9-7346-46a8-9c24-5da9bdd11604_3250x2167.png&quot;,&quot;isProcessing&quot;:false,&quot;align&quot;:null,&quot;offset&quot;:false}" class="sizing-normal" alt="" srcset="https://substackcdn.com/image/fetch/$s_!dxxS!,w_424,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F493504c9-7346-46a8-9c24-5da9bdd11604_3250x2167.png 424w, https://substackcdn.com/image/fetch/$s_!dxxS!,w_848,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F493504c9-7346-46a8-9c24-5da9bdd11604_3250x2167.png 848w, https://substackcdn.com/image/fetch/$s_!dxxS!,w_1272,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F493504c9-7346-46a8-9c24-5da9bdd11604_3250x2167.png 1272w, https://substackcdn.com/image/fetch/$s_!dxxS!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F493504c9-7346-46a8-9c24-5da9bdd11604_3250x2167.png 1456w" sizes="100vw" fetchpriority="high"></picture><div class="image-link-expand"><div class="pencraft pc-display-flex pc-gap-8 pc-reset"><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container restack-image buttonBase-GK1x3M"><svg aria-hidden="true" width="20" height="20" viewBox="0 0 20 20" fill="none" stroke-width="1.5" stroke="var(--color-fg-primary)" stroke-linecap="round" stroke-linejoin="round" xmlns="http://www.w3.org/2000/svg" class="icon-noB79L"><g><path d="M2.53001 7.81595C3.49179 4.73911 6.43281 2.5 9.91173 2.5C13.1684 2.5 15.9537 4.46214 17.0852 7.23684L17.6179 8.67647M17.6179 8.67647L18.5002 4.26471M17.6179 8.67647L13.6473 6.91176M17.4995 12.1841C16.5378 15.2609 13.5967 17.5 10.1178 17.5C6.86118 17.5 4.07589 15.5379 2.94432 12.7632L2.41165 11.3235M2.41165 11.3235L1.5293 15.7353M2.41165 11.3235L6.38224 13.0882"></path></g></svg></button><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container view-image buttonBase-GK1x3M"><svg xmlns="http://www.w3.org/2000/svg" width="20" height="20" viewBox="0 0 24 24" fill="none" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round" class="lucide lucide-maximize2 lucide-maximize-2 icon-noB79L"><polyline points="15 3 21 3 21 9"></polyline><polyline points="9 21 3 21 3 15"></polyline><line x1="21" x2="14" y1="3" y2="10"></line><line x1="3" x2="10" y1="21" y2="14"></line></svg></button></div></div></div></a></figure></div><p></p><p></p><p>The red London double-decker buses have become a tourist attraction.  It was in 1907 that the London General Omnibus Company chose to paint their buses red. It was on October 12th, 1925, that the first double decker red bus with an enclosed upper deck appeared.</p><p>All those early buses had a crew of two. A driver and conductor. The conductor worked inside the bus to collect tickets and money. This meant they were in continuous motion upstairs and downstairs. It was only in the 1970&#8217;s and 80&#8217;s that conductors were phased out. Passengers paid the driver on entry.</p><p>There were researchers at the School of Hygiene and Tropical Medicine in London. They wanted to look at the impact of exercise on heart disease. They performed the first epidemiological study  on physical activity. The study compared the coronary health of conductors with the more sedentary drivers. They proposed that higher levels of physical activity would reduce heart attacks. They expected that it would also effect the severity of heart diseases.</p><p>They assembled data on 37,000 men aged between 35-64 who worked for the bus company. The recorded sickness leaves and subsequent medical diagnoses. They found that heart disease amongst drivers was 2.7 per 1000 and 1.9 for conductors. Moreover, the conductors suffered from less severe illnesses.</p><p>This seminal study started a research tradition. In now includes tens of thousands of papers. They report studies of physical activity and its impact. On many different physical diseases including diabetes. This tradition has extended to the study of mental diseases, dementia and ageing. The original team replicated their work and compared postmen and telephone switchboard workers. They even tried to assess the physique of their busman by looking at uniform sizes.</p><p><strong>The Impact on public policy.</strong></p><p>In the 1970&#8217;s  many governments started to recommend exercise training. They viewed training as illness prevention. This era coined the phrase &#8220;No pain. No gain&#8221;. It was in 1995 that the Center for Disease Control released a very different recommendation. It recognized that you did not need to go to the gym. It recommended such things as brisk walking. It accepted that the weekly targets could be met with a cocktail of different activities.</p><p>The result is the explosion of gym membership and fitness trackers that we see today. Awareness of the benefits of physical activity might make Jenuval proud.</p><p><strong>Association or Cause?</strong></p><p>Studies in this area are in the main epidemiological. They measure the association with physical activity in large groups of people. This is because of the difficulty of conducting controlled experiments in this area. In such experiments people would be assigned randomly to two groups. Activity and non-activity. They would exercise or not. When the experiment was over the impact on health and mortality would be measured. The problems are immediately apparent. Exercise is proposed to have an impact over a lifetime. How practically could exercise be tracked and for how long? What about the ethical issues?</p><p>Instead, the vast majority use longitudinal studies and self-reported activity levels. Individuals are tracked over long periods of their life and their health monitored. At the same time, they report on what kind of physical activities they are undertaking. The research measures the association between the two. Alternatively other studies take different groups like the busmen. Their activity levels are known, and the impact of health can be measured.</p><p><strong>The Arrival of Technology</strong></p><p>One of the most sophisticated longitudinal studies is the UK Biobank. This capitalizes on the National Health Service. This is a single, unified and universal health service. 500,000 people have allowed their medical records to be shared anonymously. They have completed additional lifestyle surveys, and many have given blood. An increasing number have shared their genomic profile.</p><p>Between 2013 and 2015 100,000 members of the panel wore an activity tracker. Now, ten years later researchers can compare measured activity and health outcomes. The first finding was that self-reported activity levels are grossly overstated. People do not report the full extent of the time they spend sitting around. This suggests that less exercise than thought in the earlier studies created the impact.</p><p>There were, however, other upsides discovered from the data. The first was that high intensity unexpected activities do have an impact. This exercise included everything from running for a bus to carrying heavy shopping bags.</p><p>High intensity activity in general seems to have a disproportionately higher impact than low intensity. A combination of high intensity exercise and a good night&#8217;s sleep seems to have a multiplicative effect</p><p><strong>Juvenal was probably right.</strong></p><p>Association cannot ever be proven to be causation. There are always confounding factors. Do only healthy people exercise and therefore is the argument circular? Exercise causes good health but good health causes exercise. Despite this there are many thousands of studies pointing in the same direction. Exercise has been shown in controlled experiments to influence physiology. It can, for example, impact heart muscle strength or hormone replenishment. Many associations can now be explained medically.</p><p><strong>If</strong><span> </span><strong>you enjoy the Newsletter please recommend it to friends and send them to Substack to subscribe. It is free. Alternatively try the button below. All the Newsletters and lots more background is on my website thebusinessofage.com.</strong> </p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/p/282-a-healthy-mind-in-a-healthy-body?utm_source=substack&utm_medium=email&utm_content=share&action=share&quot;,&quot;text&quot;:&quot;Share&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fp%2F282-a-healthy-mind-in-a-healthy-body%3Futm_source%3Dsubstack%26utm_medium%3Demail%26utm_content%3Dshare%26action%3Dshare"><span>Share</span></a></p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/subscribe?&quot;,&quot;text&quot;:&quot;Subscribe now&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fsubscribe%3F"><span>Subscribe now</span></a></p>]]></content:encoded></item><item><title><![CDATA[#281 A quarter of over 65's are dehydrated]]></title><description><![CDATA[Thirst is an odd sense. We feel quenched when we drink a glass of water. How can that be when it has not been absorbed. The water is just sitting in our stomach?]]></description><link>https://consumerageism.substack.com/p/281-a-quarter-of-over-65s-are-dehydrated</link><guid isPermaLink="false">https://consumerageism.substack.com/p/281-a-quarter-of-over-65s-are-dehydrated</guid><dc:creator><![CDATA[John Bateson]]></dc:creator><pubDate>Sun, 16 Aug 2026 17:02:41 GMT</pubDate><enclosure url="iframe.php?url=https%3A%2F%2Fsubstackcdn.com%2Fimage%2Ffetch%2F%24s_%217TWQ%21%2Cf_auto%2Cq_auto%3Agood%2Cfl_progressive%3Asteep%2Fhttps%253A%252F%252Fsubstack-post-media.s3.amazonaws.com%252Fpublic%252Fimages%252Fe8af3e3f-9c96-47cd-a7cd-1e90abd86ecb_6572x4381.jpeg" length="0" type="image/jpeg"/><content:encoded><![CDATA[<p>We are used to the idea of a feed<em>back</em> loop. With thirst it is a feed<em>forward</em> loop. Our body senses that we are drinking and anticipates the impact it will have in the future. The body also anticipates our need for water. We feel thirsty when the body is still holding a buffer that means that we don&#8217;t need water.</p><p>Water is important. Nearly two thirds of the water in our body is locked in our cells. A part of it is in your bloodstream. If we do not have enough fluid, we lose blood volume and are starved of oxygen. Water allows us to sweat to cool our body. It provides rigidity to the cells.</p><p>A Five Minute Read</p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/p/281-a-quarter-of-over-65s-are-dehydrated?utm_source=substack&utm_medium=email&utm_content=share&action=share&quot;,&quot;text&quot;:&quot;Share&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fp%2F281-a-quarter-of-over-65s-are-dehydrated%3Futm_source%3Dsubstack%26utm_medium%3Demail%26utm_content%3Dshare%26action%3Dshare"><span>Share</span></a></p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/subscribe?&quot;,&quot;text&quot;:&quot;Subscribe now&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fsubscribe%3F"><span>Subscribe now</span></a></p><div class="captioned-image-container"><figure><a class="image-link image2 is-viewable-img" target="_blank" href="iframe.php?url=https%3A%2F%2Fsubstackcdn.com%2Fimage%2Ffetch%2F%24s_%217TWQ%21%2Cf_auto%2Cq_auto%3Agood%2Cfl_progressive%3Asteep%2Fhttps%253A%252F%252Fsubstack-post-media.s3.amazonaws.com%252Fpublic%252Fimages%252Fe8af3e3f-9c96-47cd-a7cd-1e90abd86ecb_6572x4381.jpeg" data-component-name="Image2ToDOM"><div class="image2-inset"><picture><source type="image/webp" srcset="https://substackcdn.com/image/fetch/$s_!7TWQ!,w_424,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fe8af3e3f-9c96-47cd-a7cd-1e90abd86ecb_6572x4381.jpeg 424w, https://substackcdn.com/image/fetch/$s_!7TWQ!,w_848,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fe8af3e3f-9c96-47cd-a7cd-1e90abd86ecb_6572x4381.jpeg 848w, https://substackcdn.com/image/fetch/$s_!7TWQ!,w_1272,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fe8af3e3f-9c96-47cd-a7cd-1e90abd86ecb_6572x4381.jpeg 1272w, https://substackcdn.com/image/fetch/$s_!7TWQ!,w_1456,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fe8af3e3f-9c96-47cd-a7cd-1e90abd86ecb_6572x4381.jpeg 1456w" sizes="100vw"><img src="iframe.php?url=https%3A%2F%2Fsubstackcdn.com%2Fimage%2Ffetch%2F%24s_%217TWQ%21%2Cw_1456%2Cc_limit%2Cf_auto%2Cq_auto%3Agood%2Cfl_progressive%3Asteep%2Fhttps%253A%252F%252Fsubstack-post-media.s3.amazonaws.com%252Fpublic%252Fimages%252Fe8af3e3f-9c96-47cd-a7cd-1e90abd86ecb_6572x4381.jpeg" width="1456" height="971" data-attrs="{&quot;src&quot;:&quot;https://substack-post-media.s3.amazonaws.com/public/images/e8af3e3f-9c96-47cd-a7cd-1e90abd86ecb_6572x4381.jpeg&quot;,&quot;srcNoWatermark&quot;:null,&quot;fullscreen&quot;:null,&quot;imageSize&quot;:null,&quot;height&quot;:971,&quot;width&quot;:1456,&quot;resizeWidth&quot;:null,&quot;bytes&quot;:4643364,&quot;alt&quot;:null,&quot;title&quot;:null,&quot;type&quot;:&quot;image/jpeg&quot;,&quot;href&quot;:null,&quot;belowTheFold&quot;:false,&quot;topImage&quot;:true,&quot;internalRedirect&quot;:&quot;https://consumerageism.substack.com/i/210445605?img=https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fe8af3e3f-9c96-47cd-a7cd-1e90abd86ecb_6572x4381.jpeg&quot;,&quot;isProcessing&quot;:false,&quot;align&quot;:null,&quot;offset&quot;:false}" class="sizing-normal" alt="" srcset="https://substackcdn.com/image/fetch/$s_!7TWQ!,w_424,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fe8af3e3f-9c96-47cd-a7cd-1e90abd86ecb_6572x4381.jpeg 424w, https://substackcdn.com/image/fetch/$s_!7TWQ!,w_848,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fe8af3e3f-9c96-47cd-a7cd-1e90abd86ecb_6572x4381.jpeg 848w, https://substackcdn.com/image/fetch/$s_!7TWQ!,w_1272,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fe8af3e3f-9c96-47cd-a7cd-1e90abd86ecb_6572x4381.jpeg 1272w, https://substackcdn.com/image/fetch/$s_!7TWQ!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fe8af3e3f-9c96-47cd-a7cd-1e90abd86ecb_6572x4381.jpeg 1456w" sizes="100vw" fetchpriority="high"></picture><div class="image-link-expand"><div class="pencraft pc-display-flex pc-gap-8 pc-reset"><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container restack-image buttonBase-GK1x3M"><svg aria-hidden="true" width="20" height="20" viewBox="0 0 20 20" fill="none" stroke-width="1.5" stroke="var(--color-fg-primary)" stroke-linecap="round" stroke-linejoin="round" xmlns="http://www.w3.org/2000/svg" class="icon-noB79L"><g><path d="M2.53001 7.81595C3.49179 4.73911 6.43281 2.5 9.91173 2.5C13.1684 2.5 15.9537 4.46214 17.0852 7.23684L17.6179 8.67647M17.6179 8.67647L18.5002 4.26471M17.6179 8.67647L13.6473 6.91176M17.4995 12.1841C16.5378 15.2609 13.5967 17.5 10.1178 17.5C6.86118 17.5 4.07589 15.5379 2.94432 12.7632L2.41165 11.3235M2.41165 11.3235L1.5293 15.7353M2.41165 11.3235L6.38224 13.0882"></path></g></svg></button><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container view-image buttonBase-GK1x3M"><svg xmlns="http://www.w3.org/2000/svg" width="20" height="20" viewBox="0 0 24 24" fill="none" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round" class="lucide lucide-maximize2 lucide-maximize-2 icon-noB79L"><polyline points="15 3 21 3 21 9"></polyline><polyline points="9 21 3 21 3 15"></polyline><line x1="21" x2="14" y1="3" y2="10"></line><line x1="3" x2="10" y1="21" y2="14"></line></svg></button></div></div></div></a></figure></div><p><strong>What Makes Us Thirsty?</strong></p><p>The mechanisms that trigger the sensation of thirst rely on our automatic sensory system. We do not control them or sense their impact. Our body senses the volume of the blood. This influences the pressure within our blood vessels which the body can measure. With less water the pressure drops. This signal feeds into the thirst centre in the hypothalamus in the brain. It can also sense the salts in the blood. As fluid levels drop the blood becomes saltier.  It then sends the &#8220;thirst&#8221; message to trigger the intake of more water.</p><p>The entire process is automatic and self-regulating. We do not need to do anything. The body can sense as little as 2-3% dehydration.  We do not need to drink a fixed amount of water every day. The Government recommends 6-8 glasses of fluid a day but that is an average. That includes tea, coffee and juices. We also get 20% of our fluid from food. We will drink varying amounts of water. That depends upon our activity level and the environment in which we are. Our thirst is quenched before the water can possibly be absorbed. We take water when the body still has enough. It is taking care of us automatically.</p><p><strong>The Real Signs of Dehydration</strong></p><p>We feel thirsty. The hypothalamus sends us a signal. We do not need to stick to an artificial target. We will certainly urinate less and our urine will darken. We are not targeting clear &#8220;water like&#8221; urine but a light straw colour. In the extremes we can feel lightheaded and clammy. Our heart rate will go up as it tries to compensate for the drop in blood pressure.</p><p><strong>Can too much water harm you?</strong></p><div class="captioned-image-container"><figure><a class="image-link image2 is-viewable-img" target="_blank" href="iframe.php?url=https%3A%2F%2Fsubstackcdn.com%2Fimage%2Ffetch%2F%24s_%21_yks%21%2Cf_auto%2Cq_auto%3Agood%2Cfl_progressive%3Asteep%2Fhttps%253A%252F%252Fsubstack-post-media.s3.amazonaws.com%252Fpublic%252Fimages%252Fb85b3333-fc55-41bb-97d8-127d4c8bdab6_3900x2600.png" data-component-name="Image2ToDOM"><div class="image2-inset"><picture><source type="image/webp" srcset="https://substackcdn.com/image/fetch/$s_!_yks!,w_424,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fb85b3333-fc55-41bb-97d8-127d4c8bdab6_3900x2600.png 424w, https://substackcdn.com/image/fetch/$s_!_yks!,w_848,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fb85b3333-fc55-41bb-97d8-127d4c8bdab6_3900x2600.png 848w, https://substackcdn.com/image/fetch/$s_!_yks!,w_1272,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fb85b3333-fc55-41bb-97d8-127d4c8bdab6_3900x2600.png 1272w, https://substackcdn.com/image/fetch/$s_!_yks!,w_1456,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fb85b3333-fc55-41bb-97d8-127d4c8bdab6_3900x2600.png 1456w" sizes="auto, 100vw"><img 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srcset="https://substackcdn.com/image/fetch/$s_!_yks!,w_424,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fb85b3333-fc55-41bb-97d8-127d4c8bdab6_3900x2600.png 424w, https://substackcdn.com/image/fetch/$s_!_yks!,w_848,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fb85b3333-fc55-41bb-97d8-127d4c8bdab6_3900x2600.png 848w, https://substackcdn.com/image/fetch/$s_!_yks!,w_1272,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fb85b3333-fc55-41bb-97d8-127d4c8bdab6_3900x2600.png 1272w, https://substackcdn.com/image/fetch/$s_!_yks!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fb85b3333-fc55-41bb-97d8-127d4c8bdab6_3900x2600.png 1456w" sizes="auto, 100vw" loading="lazy"></picture><div class="image-link-expand"><div class="pencraft pc-display-flex pc-gap-8 pc-reset"><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container restack-image buttonBase-GK1x3M"><svg aria-hidden="true" width="20" height="20" viewBox="0 0 20 20" fill="none" stroke-width="1.5" stroke="var(--color-fg-primary)" stroke-linecap="round" stroke-linejoin="round" xmlns="http://www.w3.org/2000/svg" class="icon-noB79L"><g><path d="M2.53001 7.81595C3.49179 4.73911 6.43281 2.5 9.91173 2.5C13.1684 2.5 15.9537 4.46214 17.0852 7.23684L17.6179 8.67647M17.6179 8.67647L18.5002 4.26471M17.6179 8.67647L13.6473 6.91176M17.4995 12.1841C16.5378 15.2609 13.5967 17.5 10.1178 17.5C6.86118 17.5 4.07589 15.5379 2.94432 12.7632L2.41165 11.3235M2.41165 11.3235L1.5293 15.7353M2.41165 11.3235L6.38224 13.0882"></path></g></svg></button><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container view-image buttonBase-GK1x3M"><svg xmlns="http://www.w3.org/2000/svg" width="20" height="20" viewBox="0 0 24 24" fill="none" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round" class="lucide lucide-maximize2 lucide-maximize-2 icon-noB79L"><polyline points="15 3 21 3 21 9"></polyline><polyline points="9 21 3 21 3 15"></polyline><line x1="21" x2="14" y1="3" y2="10"></line><line x1="3" x2="10" y1="21" y2="14"></line></svg></button></div></div></div></a></figure></div><p></p><p>In general, the answer is no. We will just urinate more. You must go to extreme to have a problem. Running a marathon means drinking lots of water. Hydration stations are placed at regular intervals. It turns out that some people drink so much that their level of salts is diluted to dangerous levels. When exercising like that we do need to top up electrolytes. Usually we can get all our salts from our food. The only other  times we need to worry about electrolytes is when we are losing water fast. When we are vomiting or have diarrhoea.</p><p><strong>Hydration and Ageing.</strong></p><p>There are situations where we can no longer self-regulate. Patients in a hospital are a problem especially after surgery. Sometimes the disease itself will interfere with self-regulation. Sometimes it is the treatment. We are out of control. We need fluid to operate. We will move fluid to important areas such as the brain. The doctor&#8217;s solution are the famous &#8220;drips&#8221;.  These are mostly salty waters. Salt will help the water to be absorbed and stop our salt level from being diluted.</p><p><em>A quarter of adults 65 or over have low intake dehydration</em>. They are not drinking enough water. There are many reasons. Some are physiological, others illness and some behavioural. Thirst becomes a less reliable indicator. When we get old the thirst system starts to slowly fail.  We pick up the chronic illnesses of the heart and body. They can affect the ability of the body to regulate our fluid levels.</p><p>The treatments that the doctors give us can also influence self-regulation. Diuretics reduce the fluid levels. Some blood pressure drugs act directly on the hormones that influence your fluid intake. Only a doctor can assess the cocktail of drugs. </p><p>Some dehydration is deliberate or behavioural.  If we are not very mobile we may choose to drink less to avoid the effort of going to the bathroom. When faced with a long car journey we may chose to drink less. Some avoid drinking because they suffer from incontinence. You can come to harm if you are not drinking. Especially in the current heat waves. It is worth trying to work out how to drink enough.</p><p><strong>If</strong><span> </span><strong>you enjoy the Newsletter please recommend it to friends and send them to Substack to subscribe. It is free. Alternatively try the button below. All the Newsletters and lots more background is on my website thebusinessofage.com.</strong></p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/p/281-a-quarter-of-over-65s-are-dehydrated?utm_source=substack&utm_medium=email&utm_content=share&action=share&quot;,&quot;text&quot;:&quot;Share&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fp%2F281-a-quarter-of-over-65s-are-dehydrated%3Futm_source%3Dsubstack%26utm_medium%3Demail%26utm_content%3Dshare%26action%3Dshare"><span>Share</span></a></p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/subscribe?&quot;,&quot;text&quot;:&quot;Subscribe now&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fsubscribe%3F"><span>Subscribe now</span></a></p><p>.</p>]]></content:encoded></item><item><title><![CDATA[#280 Too Much Treatment and not Enough Care.]]></title><description><![CDATA[What if we care for the elderly by maximizing well-being and not focusing just on treating disease? How would we do it?]]></description><link>https://consumerageism.substack.com/p/280-too-much-treatment-and-not-enough</link><guid isPermaLink="false">https://consumerageism.substack.com/p/280-too-much-treatment-and-not-enough</guid><dc:creator><![CDATA[John Bateson]]></dc:creator><pubDate>Sun, 09 Aug 2026 17:02:05 GMT</pubDate><content:encoded><![CDATA[<p>There are nearly 19,000 people in the UK in hospital but healthy enough to go home. Most are elderly. They are literally blocking beds. There are another 440,000 people living in care or nursing homes. Seventy percent are suffering from dementia. <a href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fp%2F231-a-life-sentence%3Futm_source%3Dpublication-search">(See Newsletter #231 A Life Sentence)</a>.They could be suffering from too much treatment and not enough care. The danger is that patients&#8217; problems are seen as disease, decline and disorientation. Instead, the institution should focus on alleviating loneliness, helplessness and boredom. These are the real threats to wellbeing.</p><p>A Five Minute Read</p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/subscribe?&quot;,&quot;text&quot;:&quot;Subscribe now&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fsubscribe%3F"><span>Subscribe now</span></a></p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/p/280-too-much-treatment-and-not-enough?utm_source=substack&utm_medium=email&utm_content=share&action=share&quot;,&quot;text&quot;:&quot;Share&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fp%2F280-too-much-treatment-and-not-enough%3Futm_source%3Dsubstack%26utm_medium%3Demail%26utm_content%3Dshare%26action%3Dshare"><span>Share</span></a></p><p></p><div class="captioned-image-container"><figure><div class="image-link image2" data-component-name="Image2ToDOM"><div class="image2-inset"><picture><source type="image/webp" srcset="https://substackcdn.com/image/fetch/$s_!xZzO!,w_424,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fb76d20b2-545c-4628-ad52-9dfa204f8f96_360x240.jpeg 424w, https://substackcdn.com/image/fetch/$s_!xZzO!,w_848,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fb76d20b2-545c-4628-ad52-9dfa204f8f96_360x240.jpeg 848w, https://substackcdn.com/image/fetch/$s_!xZzO!,w_1272,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fb76d20b2-545c-4628-ad52-9dfa204f8f96_360x240.jpeg 1272w, https://substackcdn.com/image/fetch/$s_!xZzO!,w_1456,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fb76d20b2-545c-4628-ad52-9dfa204f8f96_360x240.jpeg 1456w" sizes="100vw"><img src="iframe.php?url=https%3A%2F%2Fsubstackcdn.com%2Fimage%2Ffetch%2F%24s_%21xZzO%21%2Cw_1456%2Cc_limit%2Cf_auto%2Cq_auto%3Agood%2Cfl_progressive%3Asteep%2Fhttps%253A%252F%252Fsubstack-post-media.s3.amazonaws.com%252Fpublic%252Fimages%252Fb76d20b2-545c-4628-ad52-9dfa204f8f96_360x240.jpeg" width="360" height="240" data-attrs="{&quot;src&quot;:&quot;https://substack-post-media.s3.amazonaws.com/public/images/b76d20b2-545c-4628-ad52-9dfa204f8f96_360x240.jpeg&quot;,&quot;srcNoWatermark&quot;:null,&quot;fullscreen&quot;:null,&quot;imageSize&quot;:null,&quot;height&quot;:240,&quot;width&quot;:360,&quot;resizeWidth&quot;:null,&quot;bytes&quot;:27921,&quot;alt&quot;:null,&quot;title&quot;:null,&quot;type&quot;:&quot;image/jpeg&quot;,&quot;href&quot;:null,&quot;belowTheFold&quot;:false,&quot;topImage&quot;:true,&quot;internalRedirect&quot;:&quot;https://consumerageism.substack.com/i/210070084?img=https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fb76d20b2-545c-4628-ad52-9dfa204f8f96_360x240.jpeg&quot;,&quot;isProcessing&quot;:false,&quot;align&quot;:null,&quot;offset&quot;:false}" class="sizing-normal" alt="" srcset="https://substackcdn.com/image/fetch/$s_!xZzO!,w_424,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fb76d20b2-545c-4628-ad52-9dfa204f8f96_360x240.jpeg 424w, https://substackcdn.com/image/fetch/$s_!xZzO!,w_848,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fb76d20b2-545c-4628-ad52-9dfa204f8f96_360x240.jpeg 848w, https://substackcdn.com/image/fetch/$s_!xZzO!,w_1272,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fb76d20b2-545c-4628-ad52-9dfa204f8f96_360x240.jpeg 1272w, https://substackcdn.com/image/fetch/$s_!xZzO!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fb76d20b2-545c-4628-ad52-9dfa204f8f96_360x240.jpeg 1456w" sizes="100vw" fetchpriority="high"></picture><div></div></div></div></figure></div><p><strong>The Eden Model</strong></p><p>I have been reading a book by Dr William Thomas. He has spent his whole professional life trying to change the US model of nursing homes. He has been promoting innovative models including his first &#8211; the Eden Alternative. His focus is on wellbeing rather than medicine.</p><p>His approach has been to unpick wellbeing. To try to define it in very actionable terms. Nursing homes sit in an awkward place. They are not &#8220;watered down&#8221; hospitals but are medical. They are also the homes of the patients. His approach and models however can fit all older people who need care, no matter where they live. </p><p>His arrival in the sector captures his mind-set. In 1991 he was working in accident and emergency at a local hospital. He was introduced to the local nursing home. It was institutionalized and, as he put it, a place full of people &#8220;cruising down life&#8217;s off ramp&#8221;. Despite this he was inspired and joined as the resident doctor. </p><p>He argued that no matter where we are on life&#8217;s journey we still need to care for something or someone. It is why so many retired people volunteer. We may be receiving care, but we also want to give it. On his first day he bought a parakeet for a patient and told them to take care of it. This motivated them, stimulated them and got them visiting other residents. The care home subsequently had eighty parakeets, ten finches, two love birds, plus a couple of dogs and cats. Over 90% of rooms had a birdcage, each placed so the resident could see the bird and talk to it.</p><p><strong>Loneliness, Helplessness and Boredom</strong></p><p>According to him, these are the three threats to wellbeing for the elderly. We can be lonely even when surrounded by other people. Even when we are regularly invited to social events every Tuesday! We do not belong.<a href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fp%2F095-loneliness%3Futm_source%3Dpublication-search">(See Newsletter #95 Loneliness.)</a></p><p>However hard professionals try to avoid it.  Care homes of all kinds are institutions. They can so easily take control away.<a href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fp%2F114-taking-control-of-life%3Futm_source%3Dpublication-search">( See Newsletter #114 Taking Control of Life.)</a> If meals are provided and delivered at a set time, they can destroy the joy that used to come from feeding people. From eating together. The result is what is called learned helplessness.</p><p>The human brain is designed to be stimulated. If life is totally predictable then the brain has nothing to do. It shuts down.</p><p><strong>Efficiency versus Effectiveness</strong></p><p>All services trade off costs against effectiveness. Individualized care costs money, it introduces uncertainty into the operation. The temptation is to think of a home resident as a set of medical symptoms. It is cheaper to &#8220;treat&#8221; people than to &#8220;care&#8221; for them. Once they have been diagnosed, they are defined by their diagnosis and treatment. They become a patient not a person. The progression from home to care home to nursing home and hospital reduces a person&#8217;s identity. It is stripped away, leaving them unknown and vulnerable. </p><p><strong>Well-Being</strong></p><p>What if the objective of care is not a healthy body? What if instead the objective is well-being?  The Eden Alternative identifies seven dimensions of wellbeing. What if the institution is rebuilt around these seven?</p><p>If <strong>identity</strong> is to be preserved, then the individual needs <strong>autonomy</strong> and a special kind of  <strong>security</strong>.<a href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fp%2F271-too-old-to-work-and-too-young">(See Newsletter #271 To Old to Work and Too Young to Die. )</a> Autonomy means the absence of the arbitrary exercise of authority and loss of freedom. Experiments have shown that something as simple as allowing people to have breakfast when they want it, reduces learned helplessness.  Instead of a &#8220;7.00am communal meal&#8221;.  Choosing when your visitors can come has the same impact. Security means freedom from doubt and anxiety. That must be achieved whilst preserving privacy, dignity and respect. Some risk must remain.</p><p>Giving <strong>meaning</strong> and <strong>growth</strong> to a resident improves their wellbeing. The pets in that first nursing home gave the residents purpose. This reduces helplessness. This was followed with houseplants for residents. &#8220;The Maintenance Department&#8221; suggested using plastic plants! The residents wanted to see their impact on something that was living. Our need to develop, to grow and to learn lasts until the very end of our lives. Just because we move into a home does not mean that the urge disappears.</p><p>Leaving &#8220;home&#8221; breaks something. It breaks the <strong>connections</strong> with the community and the sense of being part of something bigger. That has to be rebuilt in a new home. The sense of belonging must be recreated.</p><p>The last part of their model is<strong> joy</strong>. That spontaneous happiness that lifts the spirits.</p><p><strong>Making it Happen.</strong></p><p>We cannot measure well-being. We cannot put it on a chart at the end of a resident&#8217;s bed. We cannot diagnose a decline and prescribe an extra dose of autonomy. We certainly cannot write a procedures manual in some central team. Thomas and his team insist that the only way is to imbue the ideas into the front-line carers. To let them understand the people they are caring for and then let them solve the problem themselves. This is the same strategy used by personalized services of all kinds.</p><p><strong>Does it Work?</strong></p><p>The Eden Alternative is still being rolled out around the world even after all this time. There are limited number of studies that have tried to evaluate the impact. Obviously, it is difficult. What do we make the comparison against? Researchers have chosen matched &#8220;traditional&#8221; nursing homes. The results however are positive. The Eden homes scored high in attacking loneliness, helplessness and boredom. Satisfaction was higher. </p><p>The original homes were funded by the New York State Department of Health. Their study showed a 50% reduction in infections, a 71% drop in daily prescription drug costs and a 26% reduction in staff turnover. The wrong metrics but the correct answer! You can have effectiveness and efficiency. Thomas went on to develop &#8220;Green Houses&#8221;. These are small nursing homes built around a family concept. Very similar to the Dementia Homes described in <a href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fp%2Fhill-top-villages">Newsletter #118 Hill Top Villages.</a></p><p><strong>If</strong><span> </span><strong>you enjoy the Newsletter please recommend it to friends and send them to Substack to subscribe. It is free. Alternatively try the button below. All the Newsletters and lots more background is on my website thebusinessofage.com.</strong></p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/p/280-too-much-treatment-and-not-enough?utm_source=substack&utm_medium=email&utm_content=share&action=share&quot;,&quot;text&quot;:&quot;Share&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fp%2F280-too-much-treatment-and-not-enough%3Futm_source%3Dsubstack%26utm_medium%3Demail%26utm_content%3Dshare%26action%3Dshare"><span>Share</span></a></p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/subscribe?&quot;,&quot;text&quot;:&quot;Subscribe now&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fsubscribe%3F"><span>Subscribe now</span></a></p>]]></content:encoded></item><item><title><![CDATA[#279 The Incredible Growing and Shrinking Brain.]]></title><description><![CDATA[Having a child fundamentally changes a woman&#8217;s brain. Connections are pruned and the brain shrinks. Does the size of our brains matter? Its unlikely.]]></description><link>https://consumerageism.substack.com/p/279-the-incredible-growing-and-shrinking</link><guid isPermaLink="false">https://consumerageism.substack.com/p/279-the-incredible-growing-and-shrinking</guid><dc:creator><![CDATA[John Bateson]]></dc:creator><pubDate>Sun, 02 Aug 2026 17:00:30 GMT</pubDate><enclosure url="iframe.php?url=https%3A%2F%2Fsubstackcdn.com%2Fimage%2Ffetch%2F%24s_%21gQZX%21%2Cf_auto%2Cq_auto%3Agood%2Cfl_progressive%3Asteep%2Fhttps%253A%252F%252Fsubstack-post-media.s3.amazonaws.com%252Fpublic%252Fimages%252Fa464449b-9713-4a8a-a0d5-d06ff1445ac1_6400x2560.png" length="0" type="image/jpeg"/><content:encoded><![CDATA[<p>During pregnancy grey matter in the mothers brain shrinks. Studies show that it can shrink by 5%. The brain is being fine-tuned and some connections are removed. The cortex thins. At the same time the amount of white matter increases. This will strengthen the connections between different parts of the brain. All this is to prepare the woman for the task ahead. The changes are hormone related and can sometimes come with a brain fog. The brain becomes much more sensitive to the behaviour of the child. Vigilance and empathy grow.</p><p>These changes can be permanent. The effect of having children can be detected in later life. For women having a second child the changes are less. The brain is &#8220;topped up&#8221; to the level experienced with a first child. This neuroplasticity is visible in 80% of women.</p><p>A Five Minute Read</p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/subscribe?&quot;,&quot;text&quot;:&quot;Subscribe now&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fsubscribe%3F"><span>Subscribe now</span></a></p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/p/279-the-incredible-growing-and-shrinking?utm_source=substack&utm_medium=email&utm_content=share&action=share&quot;,&quot;text&quot;:&quot;Share&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" 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https://substackcdn.com/image/fetch/$s_!gQZX!,w_848,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fa464449b-9713-4a8a-a0d5-d06ff1445ac1_6400x2560.png 848w, https://substackcdn.com/image/fetch/$s_!gQZX!,w_1272,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fa464449b-9713-4a8a-a0d5-d06ff1445ac1_6400x2560.png 1272w, https://substackcdn.com/image/fetch/$s_!gQZX!,w_1456,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fa464449b-9713-4a8a-a0d5-d06ff1445ac1_6400x2560.png 1456w" sizes="100vw"><img src="iframe.php?url=https%3A%2F%2Fsubstackcdn.com%2Fimage%2Ffetch%2F%24s_%21gQZX%21%2Cw_1456%2Cc_limit%2Cf_auto%2Cq_auto%3Agood%2Cfl_progressive%3Asteep%2Fhttps%253A%252F%252Fsubstack-post-media.s3.amazonaws.com%252Fpublic%252Fimages%252Fa464449b-9713-4a8a-a0d5-d06ff1445ac1_6400x2560.png" 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srcset="https://substackcdn.com/image/fetch/$s_!gQZX!,w_424,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fa464449b-9713-4a8a-a0d5-d06ff1445ac1_6400x2560.png 424w, https://substackcdn.com/image/fetch/$s_!gQZX!,w_848,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fa464449b-9713-4a8a-a0d5-d06ff1445ac1_6400x2560.png 848w, https://substackcdn.com/image/fetch/$s_!gQZX!,w_1272,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fa464449b-9713-4a8a-a0d5-d06ff1445ac1_6400x2560.png 1272w, https://substackcdn.com/image/fetch/$s_!gQZX!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fa464449b-9713-4a8a-a0d5-d06ff1445ac1_6400x2560.png 1456w" sizes="100vw" fetchpriority="high"></picture><div class="image-link-expand"><div class="pencraft pc-display-flex pc-gap-8 pc-reset"><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container restack-image buttonBase-GK1x3M"><svg aria-hidden="true" width="20" height="20" viewBox="0 0 20 20" fill="none" stroke-width="1.5" stroke="var(--color-fg-primary)" stroke-linecap="round" stroke-linejoin="round" xmlns="http://www.w3.org/2000/svg" class="icon-noB79L"><g><path d="M2.53001 7.81595C3.49179 4.73911 6.43281 2.5 9.91173 2.5C13.1684 2.5 15.9537 4.46214 17.0852 7.23684L17.6179 8.67647M17.6179 8.67647L18.5002 4.26471M17.6179 8.67647L13.6473 6.91176M17.4995 12.1841C16.5378 15.2609 13.5967 17.5 10.1178 17.5C6.86118 17.5 4.07589 15.5379 2.94432 12.7632L2.41165 11.3235M2.41165 11.3235L1.5293 15.7353M2.41165 11.3235L6.38224 13.0882"></path></g></svg></button><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container view-image buttonBase-GK1x3M"><svg xmlns="http://www.w3.org/2000/svg" width="20" height="20" viewBox="0 0 24 24" fill="none" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round" class="lucide lucide-maximize2 lucide-maximize-2 icon-noB79L"><polyline points="15 3 21 3 21 9"></polyline><polyline points="9 21 3 21 3 15"></polyline><line x1="21" x2="14" y1="3" y2="10"></line><line x1="3" x2="10" y1="21" y2="14"></line></svg></button></div></div></div></a></figure></div><p><strong>The &#8220;Ageing Brain&#8221; Stereotype</strong></p><p>In the back of the &#8220;decline&#8221; narrative of ageing sits the brain. The assumption is that age shrinks the brain. This in turn reduces cognitive ability. The brain does slow down. It is the case that sufferers of Alzheimer&#8217;s will have a smaller brain.  Changes in brain size don&#8217;t necessarily fit the stereotypes. Changes do not only come with age. The story is more complex.</p><p>The first thing to say that that the size of the brain does not affect your IQ. In fact we do not know what a normal brain size is. It is only recently that researchers have tried to create what are known as brain charts. If you have children, you are familiar with the height and weight versions. Across the bottom is age. The height chart tells us about the expected height for a given age. On top of that we have percentiles showing a range of different &#8220;normals&#8221;. It was only in 2022 that similar charts were created for different measures of the physical brain. Before that neurologist used their judgement to assess what was normal.</p><p>In 2022 researchers collected 125,000 brain scans. They came from individuals from a few weeks to 100 years old. They came from all over the world. Only with todays computing power was it possible to process the images. To assess things like brain volume, brain surface area etc. They could then be put onto a brain chart or charts. They analysed close to 1,000,000,000,000,000 bytes of data . An analysis only possible on the latest super-computers.  What the data showed was just how quickly the brain grows and just how early it starts to decline.</p><p>The volume of grey matter increases rapidly from 20 weeks of pregnancy. It actually peaks in total volume when we are 6 years old and then starts to decline. The subcortex controls most of our bodily functions and basic behaviour. Its volume peaks between 14 and 15 years old. White matter takes much longer to peak. It too starts to accelerate at 20 weeks but will not peak until we are nearly thirty. The decline in white matter volume starts to accelerate at the age of 50, grey matter somewhat later. Decline in size is normal and happens through most of our lives.</p><p><strong>Neuroplasticity.</strong></p><p>The rewiring of a mother&#8217;s brain shows that it is not fixed when we are 6 or when we are 29. Our brains are continuously evolving. They evolve physically in terms of the number of neurons. They also change the way they are wired. A research group in Cambridge was able to look at neural connections.  Their sample included the brains of 3800 people from infants to the over 80&#8217;s. They found key change points at different ages.</p><p>In their version,<em><strong> childhood</strong></em> ran until the age of 9. During those early years many connections are whittled down. The infant brain has created too many. We reduce the number and keep the most useful. <em><strong>Adolescence</strong></em> runs from 9 to the age of 32. Much later than we expect. The brain is in a different state in terms of connections.</p><p>This era is defined by the efficiency of communication. Communication within regions of the brain and across the whole of the brain. White matter continues to grow. This period is associated with increasing cognitive ability. It is only at  32 that the brain&#8217;s wiring is in<em> <strong>adult</strong></em><strong> </strong>mode. It will stay there for over thirty years in a stable form. By 66 the brain has started to become more compartmentalized. In the <em><strong>early ageing brain stage</strong></em>, overarching connections are less powerful. One hypothesis is physical. This assumes that the white matter is starting to degenerate.</p><p>The <em><strong>late ageing brain</strong></em> seems to emerge around 83. There is even less connection between different parts of the brain. We depend more on certain parts. Data is very limited on this age so the researchers are very tentative.</p><p><strong>Evolution or Ageing</strong></p><p>When we are young the changes in the brain are  called development. Somewhere around 50 those same changes are put down to decline. Certainly, our cognition and memory does not now decline until we are in our 80&#8217;s. We can compensate for any loss of processing power with our expertise.</p><p>A study this year has looked at the brain scans of new fathers. Many of the same changes in the brain occur for them too. They too have a grey matter reduction. Perhaps only 1% compared to 5% for mothers. The changes are in parts of the brain associated with social cognition, visual processing and empathy. They are being prepared to be more sensitive to infant&#8217;s cues and to respond sensitively. The more the fathers take a role in caring for the infant the greater are the changes. The scientists can even tell from the degree of change whether the father has taken paternity leave.</p><p>Becoming a father or mother changes your brain. Does the brain always evolve to fit our needs at any point? There is evidence of &#8220;use it or lose it&#8221; in the elderly. The brain wants to remain efficient. Does it just prune off what we do not need?</p><p><strong>If</strong><span> </span><strong>you enjoy the Newsletter please recommend it to friends and send them to Substack to subscribe. It is free. Alternatively try the button below. All the Newsletters and lots more background is on my website thebusinessofage.com.</strong></p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/p/277-would-you-accept-an-apology-from?utm_source=substack&amp;utm_medium=email&amp;utm_content=share&amp;action=share&amp;token=eyJ1c2VyX2lkIjozNDMxNjUwOSwicG9zdF9pZCI6MjA3NDQ0MzY2LCJpYXQiOjE3ODQ5NzAwNDgsImV4cCI6MTc4NzU2MjA0OCwiaXNzIjoicHViLTM0MzkwMCIsInN1YiI6InBvc3QtcmVhY3Rpb24ifQ.Wd_VgzIGNbLQScOf3suC3Bl3IWgNUv_ENrLm47WspLk&quot;,&quot;text&quot;:&quot;Share&quot;,&quot;action&quot;:null,&quot;class&quot;:&quot;button-wrapper&quot;}" data-component-name="ButtonCreateButton"><a class="button primary button-wrapper" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fp%2F277-would-you-accept-an-apology-from%3Futm_source%3Dsubstack%26amp%3Butm_medium%3Demail%26amp%3Butm_content%3Dshare%26amp%3Baction%3Dshare%26amp%3Btoken%3DeyJ1c2VyX2lkIjozNDMxNjUwOSwicG9zdF9pZCI6MjA3NDQ0MzY2LCJpYXQiOjE3ODQ5NzAwNDgsImV4cCI6MTc4NzU2MjA0OCwiaXNzIjoicHViLTM0MzkwMCIsInN1YiI6InBvc3QtcmVhY3Rpb24ifQ.Wd_VgzIGNbLQScOf3suC3Bl3IWgNUv_ENrLm47WspLk"><span>Share</span></a></p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/subscribe?&quot;,&quot;text&quot;:&quot;Subscribe now&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fsubscribe%3F"><span>Subscribe now</span></a></p>]]></content:encoded></item><item><title><![CDATA[#278 You are not a worse driver. Just more breakable.]]></title><description><![CDATA[Unpicking the statistics on older drivers is not easy. They do give insight into prolonging how long we can drive.]]></description><link>https://consumerageism.substack.com/p/278-you-are-not-a-worse-driver-just</link><guid isPermaLink="false">https://consumerageism.substack.com/p/278-you-are-not-a-worse-driver-just</guid><dc:creator><![CDATA[John Bateson]]></dc:creator><pubDate>Sun, 26 Jul 2026 17:01:26 GMT</pubDate><enclosure url="iframe.php?url=https%3A%2F%2Fsubstackcdn.com%2Fimage%2Ffetch%2F%24s_%21N51-%21%2Cf_auto%2Cq_auto%3Agood%2Cfl_progressive%3Asteep%2Fhttps%253A%252F%252Fsubstack-post-media.s3.amazonaws.com%252Fpublic%252Fimages%252F8de34a5f-bd32-4568-be45-a90f779b2497_4308x2872.png" length="0" type="image/jpeg"/><content:encoded><![CDATA[<p>5679 people over 70 died in the US in motor vehicle accidents in 2024. The number of deaths was higher than in 1975. However, there are many more people driving beyond this age. Deaths per capita halved in that time. Much of the change has come from self-regulation. The way that older drivers change their strategic and tactical driving habits. </p><p><a href="iframe.php?url=http%3A%2F%2FSee+Newsletter+%2326+%28Drive+until+you+are+100-+carefully+for+more+details">A Five Minute Read</a></p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/p/278-you-are-not-a-worse-driver-just?utm_source=substack&utm_medium=email&utm_content=share&action=share&quot;,&quot;text&quot;:&quot;Share&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fp%2F278-you-are-not-a-worse-driver-just%3Futm_source%3Dsubstack%26utm_medium%3Demail%26utm_content%3Dshare%26action%3Dshare"><span>Share</span></a></p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/subscribe?&quot;,&quot;text&quot;:&quot;Subscribe now&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fsubscribe%3F"><span>Subscribe now</span></a></p><p><strong><a href="iframe.php?url=http%3A%2F%2FSee+Newsletter+%2326+%28Drive+until+you+are+100-+carefully+for+more+details">We are our own worst enemy.</a></strong></p><div class="captioned-image-container"><figure><a class="image-link image2 is-viewable-img" target="_blank" href="iframe.php?url=https%3A%2F%2Fsubstackcdn.com%2Fimage%2Ffetch%2F%24s_%21N51-%21%2Cf_auto%2Cq_auto%3Agood%2Cfl_progressive%3Asteep%2Fhttps%253A%252F%252Fsubstack-post-media.s3.amazonaws.com%252Fpublic%252Fimages%252F8de34a5f-bd32-4568-be45-a90f779b2497_4308x2872.png" data-component-name="Image2ToDOM"><div class="image2-inset"><picture><source type="image/webp" srcset="https://substackcdn.com/image/fetch/$s_!N51-!,w_424,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F8de34a5f-bd32-4568-be45-a90f779b2497_4308x2872.png 424w, https://substackcdn.com/image/fetch/$s_!N51-!,w_848,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F8de34a5f-bd32-4568-be45-a90f779b2497_4308x2872.png 848w, https://substackcdn.com/image/fetch/$s_!N51-!,w_1272,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F8de34a5f-bd32-4568-be45-a90f779b2497_4308x2872.png 1272w, https://substackcdn.com/image/fetch/$s_!N51-!,w_1456,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F8de34a5f-bd32-4568-be45-a90f779b2497_4308x2872.png 1456w" sizes="100vw"><img 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srcset="https://substackcdn.com/image/fetch/$s_!N51-!,w_424,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F8de34a5f-bd32-4568-be45-a90f779b2497_4308x2872.png 424w, https://substackcdn.com/image/fetch/$s_!N51-!,w_848,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F8de34a5f-bd32-4568-be45-a90f779b2497_4308x2872.png 848w, https://substackcdn.com/image/fetch/$s_!N51-!,w_1272,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F8de34a5f-bd32-4568-be45-a90f779b2497_4308x2872.png 1272w, https://substackcdn.com/image/fetch/$s_!N51-!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F8de34a5f-bd32-4568-be45-a90f779b2497_4308x2872.png 1456w" sizes="100vw" fetchpriority="high"></picture><div class="image-link-expand"><div class="pencraft pc-display-flex pc-gap-8 pc-reset"><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container restack-image buttonBase-GK1x3M"><svg aria-hidden="true" width="20" height="20" viewBox="0 0 20 20" fill="none" stroke-width="1.5" stroke="var(--color-fg-primary)" stroke-linecap="round" stroke-linejoin="round" xmlns="http://www.w3.org/2000/svg" class="icon-noB79L"><g><path d="M2.53001 7.81595C3.49179 4.73911 6.43281 2.5 9.91173 2.5C13.1684 2.5 15.9537 4.46214 17.0852 7.23684L17.6179 8.67647M17.6179 8.67647L18.5002 4.26471M17.6179 8.67647L13.6473 6.91176M17.4995 12.1841C16.5378 15.2609 13.5967 17.5 10.1178 17.5C6.86118 17.5 4.07589 15.5379 2.94432 12.7632L2.41165 11.3235M2.41165 11.3235L1.5293 15.7353M2.41165 11.3235L6.38224 13.0882"></path></g></svg></button><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container view-image buttonBase-GK1x3M"><svg xmlns="http://www.w3.org/2000/svg" width="20" height="20" viewBox="0 0 24 24" fill="none" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round" class="lucide lucide-maximize2 lucide-maximize-2 icon-noB79L"><polyline points="15 3 21 3 21 9"></polyline><polyline points="9 21 3 21 3 15"></polyline><line x1="21" x2="14" y1="3" y2="10"></line><line x1="3" x2="10" y1="21" y2="14"></line></svg></button></div></div></div></a></figure></div><p></p><p>Older people die more often if they have an accident. They are more fragile. <a href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fp%2F026-drive-until-you-are-100-carefully">See Newletter #26 "Drive until you are 100- Carefully"</a> The US data mirrors the rest of the world. 57% of all the people over 70 who die in a car crash were the driver of the vehicle. Another 13% were the passengers. For victims younger than 30 the picture is very different. Only 37% were the driver and 17% the passengers. The young are a much bigger threat to other road users and pedestrians. The data is also skewed by sex. Crash deaths per 100,000 people in 2024 were 13.7 for the 16- to 19-year-olds. They were 17.3 for he over 85s. For men those numbers are 19.8 and 27.3. Women were 7.3 and 11.2.</p><p>These numbers are based on drivers not the miles that they travel. If we look at accidents per million miles driven it does show an increase in accidents beyond the age of 80. However, it should be borne in mind that older people tend to take more and shorter journeys in cities. Such journeys are more &#8220;dangerous&#8221;. Even then the number of accidents is still much lower than the age groups under 30. </p><p>Muscles become weaker, vision and especially night vision fades, memory declines and reaction time does fall. Ageing does affect driving. The response from most drivers is self-regulation. They change their driving to allow for the ageing process. Data shows that people who suffer from arthritis, memory loss, vision issues and mobility problems self-regulate more. Strategically they chose fewer and safer journeys. They try to avoid ice, snow and often rain. They choose routes with less major intersections. They may avoid major dual carriage ways. Tactically they do not drink and drive. They avoid distractions. They drive my cautiously.</p><p><strong>Improving Self-Regulation.</strong></p><p>Accident data can help to refine both strategic and tactical driving. The most common crashes vary by age group. 25% of accidents involving 16&#8211;29-year-olds will be a multiple vehicle crash at an intersection. This rises to 34% approaching 80. By 85 or more it is 46%. This fits with the police data. The most common arrest of an over 70 is for &#8220;inadequate surveillance&#8221;. Either they looked but did not see or they did not look.</p><p>Data suggests that older drivers tend to misjudge the gap between vehicles. They also misjudge the relative speed of other vehicles. This is an issue when crossing the line of traffic. Similarly, entering a main road from a slip road is another major source of accidents. The third most likely accident is entering a main road from a side road at an angle. Older drivers need to be more sensitive to the known problems. Strategically avoiding such situations. Tactically taking extra care.</p><p><strong>Let the Car Help.</strong></p><p>It is unfortunate that older people tend to drive older cars. Modern safety technology can really help. Seat belts and air bags are improving all the time.  Side airbags have reduced fatalities caused by near side impacts by 45% for the over 70&#8217;s. There is a reduction of only 30% for the 16-49 age group. This illustrates again the fragility of older drivers and passengers.</p><p>Cars can now sense and protect against front end collisions. In the extreme case applying the brakes. Technology can fill in the blind spots and sense and warn against lane &#8220;wandering&#8221;. Combined these three would impact 20% of all older drivers&#8217; accidents. They can reduce the number by 18% for the over 70&#8217;s and reduce fatalities by 20%. Rear view cameras and sensors are especially effective for the over 70s. &#8220;backing up accidents&#8221; reduce by 40% compared to only 16% for other drivers.</p><p><strong>Helping the Car to Help You</strong></p><p>The excellent Substack &#8220;We Get Better with Age&#8221;  highlighted the fact that we spend more time age proofing our home than our cars. We will improve lighting. We remove potential trip hazards etc. Ninety percent of us do nothing to our cars.</p><p>The American Automobile Association offers to &#8220;fit&#8221; older people to their car. The objective is to reduce accidents and their impact. For example, the  gap between the steering wheel and the chest. It should be ten to twelve inches. Any closer and there is an increased risk that the explosive airbags will cause injury. Ten percent of over 70s who have been through the assessment were sitting too close. Older people tend to sit too low in the car. At least 20% do. Eye level should be at least three inches above the steering wheel. The seat needs to be raised or a cushion used. Mirrors need adjusting to avoid blind spots. The Substack suggests to stick simple and cheap convex mirrors onto wing mirrors. This removes many blind spots.</p><div class="captioned-image-container"><figure><a class="image-link image2 is-viewable-img" target="_blank" href="iframe.php?url=https%3A%2F%2Fsubstackcdn.com%2Fimage%2Ffetch%2F%24s_%21ROdR%21%2Cf_auto%2Cq_auto%3Agood%2Cfl_progressive%3Asteep%2Fhttps%253A%252F%252Fsubstack-post-media.s3.amazonaws.com%252Fpublic%252Fimages%252F0dc2441d-40ac-461a-86f1-00d77ff03322_6000x4000.jpeg" data-component-name="Image2ToDOM"><div class="image2-inset"><picture><source type="image/webp" srcset="https://substackcdn.com/image/fetch/$s_!ROdR!,w_424,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F0dc2441d-40ac-461a-86f1-00d77ff03322_6000x4000.jpeg 424w, https://substackcdn.com/image/fetch/$s_!ROdR!,w_848,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F0dc2441d-40ac-461a-86f1-00d77ff03322_6000x4000.jpeg 848w, https://substackcdn.com/image/fetch/$s_!ROdR!,w_1272,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F0dc2441d-40ac-461a-86f1-00d77ff03322_6000x4000.jpeg 1272w, https://substackcdn.com/image/fetch/$s_!ROdR!,w_1456,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F0dc2441d-40ac-461a-86f1-00d77ff03322_6000x4000.jpeg 1456w" sizes="auto, 100vw"><img src="iframe.php?url=https%3A%2F%2Fsubstackcdn.com%2Fimage%2Ffetch%2F%24s_%21ROdR%21%2Cw_1456%2Cc_limit%2Cf_auto%2Cq_auto%3Agood%2Cfl_progressive%3Asteep%2Fhttps%253A%252F%252Fsubstack-post-media.s3.amazonaws.com%252Fpublic%252Fimages%252F0dc2441d-40ac-461a-86f1-00d77ff03322_6000x4000.jpeg" width="1456" height="971" 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srcset="https://substackcdn.com/image/fetch/$s_!ROdR!,w_424,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F0dc2441d-40ac-461a-86f1-00d77ff03322_6000x4000.jpeg 424w, https://substackcdn.com/image/fetch/$s_!ROdR!,w_848,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F0dc2441d-40ac-461a-86f1-00d77ff03322_6000x4000.jpeg 848w, https://substackcdn.com/image/fetch/$s_!ROdR!,w_1272,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F0dc2441d-40ac-461a-86f1-00d77ff03322_6000x4000.jpeg 1272w, https://substackcdn.com/image/fetch/$s_!ROdR!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F0dc2441d-40ac-461a-86f1-00d77ff03322_6000x4000.jpeg 1456w" sizes="auto, 100vw" loading="lazy"></picture><div class="image-link-expand"><div class="pencraft pc-display-flex pc-gap-8 pc-reset"><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container restack-image buttonBase-GK1x3M"><svg aria-hidden="true" width="20" height="20" viewBox="0 0 20 20" fill="none" stroke-width="1.5" stroke="var(--color-fg-primary)" stroke-linecap="round" stroke-linejoin="round" xmlns="http://www.w3.org/2000/svg" class="icon-noB79L"><g><path d="M2.53001 7.81595C3.49179 4.73911 6.43281 2.5 9.91173 2.5C13.1684 2.5 15.9537 4.46214 17.0852 7.23684L17.6179 8.67647M17.6179 8.67647L18.5002 4.26471M17.6179 8.67647L13.6473 6.91176M17.4995 12.1841C16.5378 15.2609 13.5967 17.5 10.1178 17.5C6.86118 17.5 4.07589 15.5379 2.94432 12.7632L2.41165 11.3235M2.41165 11.3235L1.5293 15.7353M2.41165 11.3235L6.38224 13.0882"></path></g></svg></button><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container view-image buttonBase-GK1x3M"><svg xmlns="http://www.w3.org/2000/svg" width="20" height="20" viewBox="0 0 24 24" fill="none" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round" class="lucide lucide-maximize2 lucide-maximize-2 icon-noB79L"><polyline points="15 3 21 3 21 9"></polyline><polyline points="9 21 3 21 3 15"></polyline><line x1="21" x2="14" y1="3" y2="10"></line><line x1="3" x2="10" y1="21" y2="14"></line></svg></button></div></div></div></a></figure></div><p></p><p>We do not use safety equipment well. Seat belts should be across the bony hips not the stomach. Seat belt extenders will spare the wear and tear on stiff shoulders by allowing us to reach them more easily. Getting in and out of the car can be an issue. There are now handles that clip on to the metal loops on the door locks that can provide extra leverage.</p><p><strong>Losing Independence</strong></p><p>The final decision to stop driving is a life-changing one. People who stop driving are twice as likely to suffer from depression. They are five times more likely to then enter into long term care. Good self-regulation can safely defer that issue.</p><p><strong>If</strong><span> </span><strong>you enjoy the Newsletter please recommend it to friends and send them to Substack to subscribe. It is free. Alternatively try the button below. All the Newsletters and lots more background is on my website thebusinessofage.com.</strong></p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/p/277-would-you-accept-an-apology-from?utm_source=substack&amp;utm_medium=email&amp;utm_content=share&amp;action=share&amp;token=eyJ1c2VyX2lkIjozNDMxNjUwOSwicG9zdF9pZCI6MjA3NDQ0MzY2LCJpYXQiOjE3ODQ5NzAwNDgsImV4cCI6MTc4NzU2MjA0OCwiaXNzIjoicHViLTM0MzkwMCIsInN1YiI6InBvc3QtcmVhY3Rpb24ifQ.Wd_VgzIGNbLQScOf3suC3Bl3IWgNUv_ENrLm47WspLk&quot;,&quot;text&quot;:&quot;Share&quot;,&quot;action&quot;:null,&quot;class&quot;:&quot;button-wrapper&quot;}" data-component-name="ButtonCreateButton"><a class="button primary button-wrapper" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fp%2F277-would-you-accept-an-apology-from%3Futm_source%3Dsubstack%26amp%3Butm_medium%3Demail%26amp%3Butm_content%3Dshare%26amp%3Baction%3Dshare%26amp%3Btoken%3DeyJ1c2VyX2lkIjozNDMxNjUwOSwicG9zdF9pZCI6MjA3NDQ0MzY2LCJpYXQiOjE3ODQ5NzAwNDgsImV4cCI6MTc4NzU2MjA0OCwiaXNzIjoicHViLTM0MzkwMCIsInN1YiI6InBvc3QtcmVhY3Rpb24ifQ.Wd_VgzIGNbLQScOf3suC3Bl3IWgNUv_ENrLm47WspLk"><span>Share</span></a></p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/subscribe?&quot;,&quot;text&quot;:&quot;Subscribe now&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fsubscribe%3F"><span>Subscribe now</span></a></p>]]></content:encoded></item><item><title><![CDATA[#277 Would you Accept an Apology from an AI Robot?]]></title><description><![CDATA[Do you say thank you to your ChatGPT? Is ChatGPT male or female?]]></description><link>https://consumerageism.substack.com/p/277-would-you-accept-an-apology-from</link><guid isPermaLink="false">https://consumerageism.substack.com/p/277-would-you-accept-an-apology-from</guid><dc:creator><![CDATA[John Bateson]]></dc:creator><pubDate>Sun, 19 Jul 2026 17:00:23 GMT</pubDate><enclosure url="iframe.php?url=https%3A%2F%2Fsubstackcdn.com%2Fimage%2Ffetch%2F%24s_%21EddJ%21%2Cf_auto%2Cq_auto%3Agood%2Cfl_progressive%3Asteep%2Fhttps%253A%252F%252Fsubstack-post-media.s3.amazonaws.com%252Fpublic%252Fimages%252F5ebfbc4b-55ad-4465-8980-5265d1415199_7280x4096.png" length="0" type="image/jpeg"/><content:encoded><![CDATA[<p><br>Have we anthropomorphized AI so much that we respond as if it were a person? If so what kind of person is it? AI powered robots are sometimes called physical AI. They can be taught in the same way as ChatGPT. They are learning to operate in a physical world. They can also make a mistake. The AI can hallucinate. Does an apology from ChatGPT or a robot help? How could it help since we know that AI can feel neither guilt nor intent? The apology has been created only by the way they have been trained. If  ChatGPT is accused of a mistake  it will apologize. However, it will then make another mistake.</p><p>A Five-Minute Read</p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/p/277-would-you-accept-an-apology-from?utm_source=substack&utm_medium=email&utm_content=share&action=share&quot;,&quot;text&quot;:&quot;Share&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fp%2F277-would-you-accept-an-apology-from%3Futm_source%3Dsubstack%26utm_medium%3Demail%26utm_content%3Dshare%26action%3Dshare"><span>Share</span></a></p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/subscribe?&quot;,&quot;text&quot;:&quot;Subscribe now&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fsubscribe%3F"><span>Subscribe now</span></a></p><p>There is a logical sequence  to any apology. The first thing is that an error must be <em>detected</em>. The order was written down incorrectly and the food is not what was expected. If the operator detects the error, corrects it and apologizes the impact is reduced. If we detect the error, then a different apology is called for. The next stage is &#8220;<em>attribution</em>&#8221;. The cause of the error is attribute. Either the operator takes responsibility or attributes it to some external factor. The server blames the kitchen. An <em>explanation</em> of what happened then follows. Finally, comes some kind of <em>resolution/recompensation</em>.</p><div class="captioned-image-container"><figure><a class="image-link image2 is-viewable-img" target="_blank" href="iframe.php?url=https%3A%2F%2Fsubstackcdn.com%2Fimage%2Ffetch%2F%24s_%21EddJ%21%2Cf_auto%2Cq_auto%3Agood%2Cfl_progressive%3Asteep%2Fhttps%253A%252F%252Fsubstack-post-media.s3.amazonaws.com%252Fpublic%252Fimages%252F5ebfbc4b-55ad-4465-8980-5265d1415199_7280x4096.png" data-component-name="Image2ToDOM"><div class="image2-inset"><picture><source type="image/webp" srcset="https://substackcdn.com/image/fetch/$s_!EddJ!,w_424,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F5ebfbc4b-55ad-4465-8980-5265d1415199_7280x4096.png 424w, https://substackcdn.com/image/fetch/$s_!EddJ!,w_848,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F5ebfbc4b-55ad-4465-8980-5265d1415199_7280x4096.png 848w, https://substackcdn.com/image/fetch/$s_!EddJ!,w_1272,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F5ebfbc4b-55ad-4465-8980-5265d1415199_7280x4096.png 1272w, https://substackcdn.com/image/fetch/$s_!EddJ!,w_1456,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F5ebfbc4b-55ad-4465-8980-5265d1415199_7280x4096.png 1456w" sizes="100vw"><img src="iframe.php?url=https%3A%2F%2Fsubstackcdn.com%2Fimage%2Ffetch%2F%24s_%21EddJ%21%2Cw_1456%2Cc_limit%2Cf_auto%2Cq_auto%3Agood%2Cfl_progressive%3Asteep%2Fhttps%253A%252F%252Fsubstack-post-media.s3.amazonaws.com%252Fpublic%252Fimages%252F5ebfbc4b-55ad-4465-8980-5265d1415199_7280x4096.png" width="1456" height="819" 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srcset="https://substackcdn.com/image/fetch/$s_!EddJ!,w_424,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F5ebfbc4b-55ad-4465-8980-5265d1415199_7280x4096.png 424w, https://substackcdn.com/image/fetch/$s_!EddJ!,w_848,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F5ebfbc4b-55ad-4465-8980-5265d1415199_7280x4096.png 848w, https://substackcdn.com/image/fetch/$s_!EddJ!,w_1272,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F5ebfbc4b-55ad-4465-8980-5265d1415199_7280x4096.png 1272w, https://substackcdn.com/image/fetch/$s_!EddJ!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F5ebfbc4b-55ad-4465-8980-5265d1415199_7280x4096.png 1456w" sizes="100vw" fetchpriority="high"></picture><div class="image-link-expand"><div class="pencraft pc-display-flex pc-gap-8 pc-reset"><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container restack-image buttonBase-GK1x3M"><svg aria-hidden="true" width="20" height="20" viewBox="0 0 20 20" fill="none" stroke-width="1.5" stroke="var(--color-fg-primary)" stroke-linecap="round" stroke-linejoin="round" xmlns="http://www.w3.org/2000/svg" class="icon-noB79L"><g><path d="M2.53001 7.81595C3.49179 4.73911 6.43281 2.5 9.91173 2.5C13.1684 2.5 15.9537 4.46214 17.0852 7.23684L17.6179 8.67647M17.6179 8.67647L18.5002 4.26471M17.6179 8.67647L13.6473 6.91176M17.4995 12.1841C16.5378 15.2609 13.5967 17.5 10.1178 17.5C6.86118 17.5 4.07589 15.5379 2.94432 12.7632L2.41165 11.3235M2.41165 11.3235L1.5293 15.7353M2.41165 11.3235L6.38224 13.0882"></path></g></svg></button><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container view-image buttonBase-GK1x3M"><svg xmlns="http://www.w3.org/2000/svg" width="20" height="20" viewBox="0 0 24 24" fill="none" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round" class="lucide lucide-maximize2 lucide-maximize-2 icon-noB79L"><polyline points="15 3 21 3 21 9"></polyline><polyline points="9 21 3 21 3 15"></polyline><line x1="21" x2="14" y1="3" y2="10"></line><line x1="3" x2="10" y1="21" y2="14"></line></svg></button></div></div></div></a></figure></div><p></p><p>Such a framework poses a problem for GenAI and chat bots. They cannot detect their own hallucinations. If GenAI is driving an automated vehicle or robot it can detect outcomes. The car may stop or become lost. It may be stuck with other autonomous vehicles.  A chat bot can be taught that it is usually best to accept responsibility. (For an automated car it could blame the traffic like other taxi drivers!) The problems then start. The AI cannot explain its own hallucinations. Nor even the reason for getting lost. AI cannot really claim to do better next time. Resolution only comes if the training included algorithms for it. </p><p><strong>The AI Apology Failure</strong></p><p>Research has shown that these feelings are reflected in our view of such apologies. Identical apologies were delivered by a person and an AI chat bot . The human apology was judged to be more successful. It is more effective at restoring trust and eliciting forgiveness.</p><p>A study looked at a &#8220;robot&#8221; configured as a care helper. It was to answer health questions. They studied different kinds of failure. Whether the answer was wrong. Whether the answer was irrelevant to the question and finally no answer. At the same time, they looked at different responses when the error was detected. Ignoring the problem or denying an apology was the worst response. Attributing the failure to external factors came next. The best answer, was to accept responsibility and apologize. This was especially in the case of a wrong answer. The machine also promised not to do it again.</p><p>This list of priorities might just as easily be the program for a best practice human response. However other studies have shown that &#8220;copy and pasting&#8221; a human plan may not work. They looked at different cultures. For example they found that in South Korea, a different answer was needed. Their reaction to a robot failure was different and stronger. </p><p><strong>The GenAI Stereotype</strong></p><p>In other Newsletters I have looked at the power of stereotypes. The brain has a propensity to aggregate populations of people. It then represents them as a single individual. Those &#8220;typical&#8221; stereotypes exist for everything from sexes, races, to religions and countries.</p><p>Country stereotypes can be plotted on a graph of competency versus warmth. Different countries represent different combinations. If GenAI is anthropomorphized it becomes a person. What is the stereotype we hold for the country of GenAI? For many people this is an unfinished task. They have too little exposure. Not helped by the continuously evolving nature of the models.</p><p>Can GenAI be placed anywhere on the &#8220;warmth axis? Does that make sense? The trainers of the models have certainly been trying to make them feel &#8220;warm&#8221;. They are quick to praise. They seek to make their users happy. It seems to be working. </p><p>Research continues into the tone of how GenAI &#8220;speaks&#8221;. Research has shown that an apology delivered in a warm tone can help. It will restore more trust compared to an apology delivered more formally. Some researchers have shown that a &#8220;cute&#8221; apology helps.</p><p>Each attempt at warmth can impact perceived competence. We still want the AI or robot to deliver. If the changes to improve warmth seem too artificial then competence suffers. Existing research suggests that context is also important. If an AI driven chat-bot is engaged in fixing a problem or creating a compensation package this seems natural. Apologies less so. Having AI write a funeral eulogy is seen as unacceptable.</p><p><strong>Robots and Care</strong></p><div class="captioned-image-container"><figure><a class="image-link image2 is-viewable-img" target="_blank" href="iframe.php?url=https%3A%2F%2Fsubstackcdn.com%2Fimage%2Ffetch%2F%24s_%21dT1o%21%2Cf_auto%2Cq_auto%3Agood%2Cfl_progressive%3Asteep%2Fhttps%253A%252F%252Fsubstack-post-media.s3.amazonaws.com%252Fpublic%252Fimages%252F2126974b-3a85-4243-8148-fbbef4fd42c5_5504x3072.png" data-component-name="Image2ToDOM"><div class="image2-inset"><picture><source type="image/webp" srcset="https://substackcdn.com/image/fetch/$s_!dT1o!,w_424,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F2126974b-3a85-4243-8148-fbbef4fd42c5_5504x3072.png 424w, https://substackcdn.com/image/fetch/$s_!dT1o!,w_848,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F2126974b-3a85-4243-8148-fbbef4fd42c5_5504x3072.png 848w, https://substackcdn.com/image/fetch/$s_!dT1o!,w_1272,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F2126974b-3a85-4243-8148-fbbef4fd42c5_5504x3072.png 1272w, https://substackcdn.com/image/fetch/$s_!dT1o!,w_1456,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F2126974b-3a85-4243-8148-fbbef4fd42c5_5504x3072.png 1456w" sizes="auto, 100vw"><img src="iframe.php?url=https%3A%2F%2Fsubstackcdn.com%2Fimage%2Ffetch%2F%24s_%21dT1o%21%2Cw_1456%2Cc_limit%2Cf_auto%2Cq_auto%3Agood%2Cfl_progressive%3Asteep%2Fhttps%253A%252F%252Fsubstack-post-media.s3.amazonaws.com%252Fpublic%252Fimages%252F2126974b-3a85-4243-8148-fbbef4fd42c5_5504x3072.png" width="1456" height="813" data-attrs="{&quot;src&quot;:&quot;https://substack-post-media.s3.amazonaws.com/public/images/2126974b-3a85-4243-8148-fbbef4fd42c5_5504x3072.png&quot;,&quot;srcNoWatermark&quot;:null,&quot;fullscreen&quot;:null,&quot;imageSize&quot;:null,&quot;height&quot;:813,&quot;width&quot;:1456,&quot;resizeWidth&quot;:null,&quot;bytes&quot;:14375260,&quot;alt&quot;:null,&quot;title&quot;:null,&quot;type&quot;:&quot;image/png&quot;,&quot;href&quot;:null,&quot;belowTheFold&quot;:true,&quot;topImage&quot;:false,&quot;internalRedirect&quot;:&quot;https://consumerageism.substack.com/i/207444366?img=https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F2126974b-3a85-4243-8148-fbbef4fd42c5_5504x3072.png&quot;,&quot;isProcessing&quot;:false,&quot;align&quot;:null,&quot;offset&quot;:false}" class="sizing-normal" alt="" srcset="https://substackcdn.com/image/fetch/$s_!dT1o!,w_424,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F2126974b-3a85-4243-8148-fbbef4fd42c5_5504x3072.png 424w, https://substackcdn.com/image/fetch/$s_!dT1o!,w_848,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F2126974b-3a85-4243-8148-fbbef4fd42c5_5504x3072.png 848w, https://substackcdn.com/image/fetch/$s_!dT1o!,w_1272,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F2126974b-3a85-4243-8148-fbbef4fd42c5_5504x3072.png 1272w, https://substackcdn.com/image/fetch/$s_!dT1o!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F2126974b-3a85-4243-8148-fbbef4fd42c5_5504x3072.png 1456w" sizes="auto, 100vw" loading="lazy"></picture><div class="image-link-expand"><div class="pencraft pc-display-flex pc-gap-8 pc-reset"><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container restack-image buttonBase-GK1x3M"><svg aria-hidden="true" width="20" height="20" viewBox="0 0 20 20" fill="none" stroke-width="1.5" stroke="var(--color-fg-primary)" stroke-linecap="round" stroke-linejoin="round" xmlns="http://www.w3.org/2000/svg" class="icon-noB79L"><g><path d="M2.53001 7.81595C3.49179 4.73911 6.43281 2.5 9.91173 2.5C13.1684 2.5 15.9537 4.46214 17.0852 7.23684L17.6179 8.67647M17.6179 8.67647L18.5002 4.26471M17.6179 8.67647L13.6473 6.91176M17.4995 12.1841C16.5378 15.2609 13.5967 17.5 10.1178 17.5C6.86118 17.5 4.07589 15.5379 2.94432 12.7632L2.41165 11.3235M2.41165 11.3235L1.5293 15.7353M2.41165 11.3235L6.38224 13.0882"></path></g></svg></button><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container view-image buttonBase-GK1x3M"><svg xmlns="http://www.w3.org/2000/svg" width="20" height="20" viewBox="0 0 24 24" fill="none" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round" class="lucide lucide-maximize2 lucide-maximize-2 icon-noB79L"><polyline points="15 3 21 3 21 9"></polyline><polyline points="9 21 3 21 3 15"></polyline><line x1="21" x2="14" y1="3" y2="10"></line><line x1="3" x2="10" y1="21" y2="14"></line></svg></button></div></div></div></a></figure></div><p></p><p>The crisis in care for the elderly is growing. The number of older people grows with the changing demographics. People live longer but in many cases need more care. Ideally that care is in their homes. At the same time the number of workers declines. The number of people available to be carers shrinks.The attractiveness of the job gets no better.</p><p>Technology and robots seem like a solution. Indeed there is a new series on the BBC about just such humanoid care robots. There is a fundamental question buried in this. Will technology and robots be used to leverage human carers? To increase their productivity. To reduce routine work and leave more time for &#8220;real&#8221; care. </p><p>Alternatively, will GenAI and robots learn empathy?  Or at least enough to be able to convince us, and the patients, that they can be empathetic? Even if they can, will humans be prepared to delegate the care of their elderly? (The premise behind the BBC Series).  That depends on how our stereotype of GenAI and robots evolves.</p><p><strong>If</strong><span> </span><strong>you enjoy the Newsletter please recommend it to friends and send them to Substack to subscribe. It is free. Alternatively try the button below. All the Newsletters and lots more background is on my website thebusinessofage.com.</strong></p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/p/277-would-you-accept-an-apology-from?utm_source=substack&utm_medium=email&utm_content=share&action=share&quot;,&quot;text&quot;:&quot;Share&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fp%2F277-would-you-accept-an-apology-from%3Futm_source%3Dsubstack%26utm_medium%3Demail%26utm_content%3Dshare%26action%3Dshare"><span>Share</span></a></p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/subscribe?&quot;,&quot;text&quot;:&quot;Subscribe now&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fsubscribe%3F"><span>Subscribe now</span></a></p><p><br><br></p>]]></content:encoded></item><item><title><![CDATA[#276 Robot Psychology]]></title><description><![CDATA[Barclays estimates that the number of humanoid robots delivered globally will rise from 90,000 this year to over 1.2m in 2030. Will we really accept them into our homes?]]></description><link>https://consumerageism.substack.com/p/276-robot-psychology</link><guid isPermaLink="false">https://consumerageism.substack.com/p/276-robot-psychology</guid><dc:creator><![CDATA[John Bateson]]></dc:creator><pubDate>Sun, 12 Jul 2026 17:01:30 GMT</pubDate><enclosure url="iframe.php?url=https%3A%2F%2Fsubstackcdn.com%2Fimage%2Ffetch%2F%24s_%21zDnW%21%2Cf_auto%2Cq_auto%3Agood%2Cfl_progressive%3Asteep%2Fhttps%253A%252F%252Fsubstack-post-media.s3.amazonaws.com%252Fpublic%252Fimages%252Fea7f395f-3276-403c-9556-50bb64a7db38_2752x1536.jpeg" length="0" type="image/jpeg"/><content:encoded><![CDATA[<p><br>This year a humanoid robot called Lightning completed a half marathon in Beijing. It broke the human world record with a time of 50.26 minutes. We are all happy with the idea of production line robots. Often these are a single mechanical arm. The arm might fit a wheel or weld a joint. Highly focused but highly repetitive. Factory robots, some humanoids, are multi-purpose. They have been used, for example, to stack boxes in warehouses.</p><div class="captioned-image-container"><figure><a class="image-link image2 is-viewable-img" target="_blank" href="iframe.php?url=https%3A%2F%2Fsubstackcdn.com%2Fimage%2Ffetch%2F%24s_%21zDnW%21%2Cf_auto%2Cq_auto%3Agood%2Cfl_progressive%3Asteep%2Fhttps%253A%252F%252Fsubstack-post-media.s3.amazonaws.com%252Fpublic%252Fimages%252Fea7f395f-3276-403c-9556-50bb64a7db38_2752x1536.jpeg" data-component-name="Image2ToDOM"><div class="image2-inset"><picture><source type="image/webp" srcset="https://substackcdn.com/image/fetch/$s_!zDnW!,w_424,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fea7f395f-3276-403c-9556-50bb64a7db38_2752x1536.jpeg 424w, https://substackcdn.com/image/fetch/$s_!zDnW!,w_848,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fea7f395f-3276-403c-9556-50bb64a7db38_2752x1536.jpeg 848w, https://substackcdn.com/image/fetch/$s_!zDnW!,w_1272,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fea7f395f-3276-403c-9556-50bb64a7db38_2752x1536.jpeg 1272w, https://substackcdn.com/image/fetch/$s_!zDnW!,w_1456,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fea7f395f-3276-403c-9556-50bb64a7db38_2752x1536.jpeg 1456w" sizes="100vw"><img src="iframe.php?url=https%3A%2F%2Fsubstackcdn.com%2Fimage%2Ffetch%2F%24s_%21zDnW%21%2Cw_1456%2Cc_limit%2Cf_auto%2Cq_auto%3Agood%2Cfl_progressive%3Asteep%2Fhttps%253A%252F%252Fsubstack-post-media.s3.amazonaws.com%252Fpublic%252Fimages%252Fea7f395f-3276-403c-9556-50bb64a7db38_2752x1536.jpeg" width="1456" height="813" data-attrs="{&quot;src&quot;:&quot;https://substack-post-media.s3.amazonaws.com/public/images/ea7f395f-3276-403c-9556-50bb64a7db38_2752x1536.jpeg&quot;,&quot;srcNoWatermark&quot;:null,&quot;fullscreen&quot;:null,&quot;imageSize&quot;:null,&quot;height&quot;:813,&quot;width&quot;:1456,&quot;resizeWidth&quot;:null,&quot;bytes&quot;:1730424,&quot;alt&quot;:null,&quot;title&quot;:null,&quot;type&quot;:&quot;image/jpeg&quot;,&quot;href&quot;:null,&quot;belowTheFold&quot;:false,&quot;topImage&quot;:true,&quot;internalRedirect&quot;:&quot;https://consumerageism.substack.com/i/206420771?img=https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fea7f395f-3276-403c-9556-50bb64a7db38_2752x1536.jpeg&quot;,&quot;isProcessing&quot;:false,&quot;align&quot;:null,&quot;offset&quot;:false}" class="sizing-normal" alt="" srcset="https://substackcdn.com/image/fetch/$s_!zDnW!,w_424,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fea7f395f-3276-403c-9556-50bb64a7db38_2752x1536.jpeg 424w, https://substackcdn.com/image/fetch/$s_!zDnW!,w_848,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fea7f395f-3276-403c-9556-50bb64a7db38_2752x1536.jpeg 848w, https://substackcdn.com/image/fetch/$s_!zDnW!,w_1272,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fea7f395f-3276-403c-9556-50bb64a7db38_2752x1536.jpeg 1272w, https://substackcdn.com/image/fetch/$s_!zDnW!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fea7f395f-3276-403c-9556-50bb64a7db38_2752x1536.jpeg 1456w" sizes="100vw" fetchpriority="high"></picture><div class="image-link-expand"><div class="pencraft pc-display-flex pc-gap-8 pc-reset"><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container restack-image buttonBase-GK1x3M"><svg aria-hidden="true" width="20" height="20" viewBox="0 0 20 20" fill="none" stroke-width="1.5" stroke="var(--color-fg-primary)" stroke-linecap="round" stroke-linejoin="round" xmlns="http://www.w3.org/2000/svg" class="icon-noB79L"><g><path d="M2.53001 7.81595C3.49179 4.73911 6.43281 2.5 9.91173 2.5C13.1684 2.5 15.9537 4.46214 17.0852 7.23684L17.6179 8.67647M17.6179 8.67647L18.5002 4.26471M17.6179 8.67647L13.6473 6.91176M17.4995 12.1841C16.5378 15.2609 13.5967 17.5 10.1178 17.5C6.86118 17.5 4.07589 15.5379 2.94432 12.7632L2.41165 11.3235M2.41165 11.3235L1.5293 15.7353M2.41165 11.3235L6.38224 13.0882"></path></g></svg></button><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container view-image buttonBase-GK1x3M"><svg xmlns="http://www.w3.org/2000/svg" width="20" height="20" viewBox="0 0 24 24" fill="none" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round" class="lucide lucide-maximize2 lucide-maximize-2 icon-noB79L"><polyline points="15 3 21 3 21 9"></polyline><polyline points="9 21 3 21 3 15"></polyline><line x1="21" x2="14" y1="3" y2="10"></line><line x1="3" x2="10" y1="21" y2="14"></line></svg></button></div></div></div></a></figure></div><p></p><p>For the market to grow we, as consumers, will have to welcome such robots on to our streets and into our homes. This is a problem of psychology not technology.</p><p>A Five Minute Read</p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/p/276-robot-psychology?utm_source=substack&utm_medium=email&utm_content=share&action=share&quot;,&quot;text&quot;:&quot;Share&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fp%2F276-robot-psychology%3Futm_source%3Dsubstack%26utm_medium%3Demail%26utm_content%3Dshare%26action%3Dshare"><span>Share</span></a></p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/subscribe?&quot;,&quot;text&quot;:&quot;Subscribe now&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fsubscribe%3F"><span>Subscribe now</span></a></p><p></p><p>I recently returned from an academic conference called SERVSIG. This is the American Marketing Association Special Interest Group on Services Marketing. There were hundreds of researchers presenting papers. The big theme this year was consumer acceptance of robots of all kinds.</p><p>A typical and thought-provoking study looked at the physical form of the robot. They looked at the backroom of restaurants. That space behind many counters and where food is prepared. The point is that we can see what is going on. They looked at the preparation of fried potatoes and an avocado dip. They simulated three different food preparers. There was a human. There was a humanoid robot. There was also a &#8220;kitchen machine&#8221; that did the job.</p><p>The reaction of consumers to humanoids was fascinating. They did not like the idea. They saw these robots as a threat to the employment of people. The humanoid design triggered a reaction. Respondents believed that these machines were going to take work from young people. Young people for whom that job was the first step onto the ladder of employment. They preferred something that looked like a kitchen gadget although much bigger. Even though it would still reduce jobs. There are many different factors to consider when designing robots. </p><p><strong>The Embarrassment Factor</strong></p><div class="captioned-image-container"><figure><a class="image-link image2 is-viewable-img" target="_blank" href="iframe.php?url=https%3A%2F%2Fsubstackcdn.com%2Fimage%2Ffetch%2F%24s_%211bBU%21%2Cf_auto%2Cq_auto%3Agood%2Cfl_progressive%3Asteep%2Fhttps%253A%252F%252Fsubstack-post-media.s3.amazonaws.com%252Fpublic%252Fimages%252F3be919fd-8231-4372-bff1-428b4bc16eb6_3072x1536.jpeg" data-component-name="Image2ToDOM"><div class="image2-inset"><picture><source type="image/webp" srcset="https://substackcdn.com/image/fetch/$s_!1bBU!,w_424,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F3be919fd-8231-4372-bff1-428b4bc16eb6_3072x1536.jpeg 424w, https://substackcdn.com/image/fetch/$s_!1bBU!,w_848,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F3be919fd-8231-4372-bff1-428b4bc16eb6_3072x1536.jpeg 848w, https://substackcdn.com/image/fetch/$s_!1bBU!,w_1272,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F3be919fd-8231-4372-bff1-428b4bc16eb6_3072x1536.jpeg 1272w, https://substackcdn.com/image/fetch/$s_!1bBU!,w_1456,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F3be919fd-8231-4372-bff1-428b4bc16eb6_3072x1536.jpeg 1456w" sizes="auto, 100vw"><img src="iframe.php?url=https%3A%2F%2Fsubstackcdn.com%2Fimage%2Ffetch%2F%24s_%211bBU%21%2Cw_1456%2Cc_limit%2Cf_auto%2Cq_auto%3Agood%2Cfl_progressive%3Asteep%2Fhttps%253A%252F%252Fsubstack-post-media.s3.amazonaws.com%252Fpublic%252Fimages%252F3be919fd-8231-4372-bff1-428b4bc16eb6_3072x1536.jpeg" width="1456" height="728" 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srcset="https://substackcdn.com/image/fetch/$s_!1bBU!,w_424,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F3be919fd-8231-4372-bff1-428b4bc16eb6_3072x1536.jpeg 424w, https://substackcdn.com/image/fetch/$s_!1bBU!,w_848,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F3be919fd-8231-4372-bff1-428b4bc16eb6_3072x1536.jpeg 848w, https://substackcdn.com/image/fetch/$s_!1bBU!,w_1272,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F3be919fd-8231-4372-bff1-428b4bc16eb6_3072x1536.jpeg 1272w, https://substackcdn.com/image/fetch/$s_!1bBU!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F3be919fd-8231-4372-bff1-428b4bc16eb6_3072x1536.jpeg 1456w" sizes="auto, 100vw" loading="lazy"></picture><div class="image-link-expand"><div class="pencraft pc-display-flex pc-gap-8 pc-reset"><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container restack-image buttonBase-GK1x3M"><svg aria-hidden="true" width="20" height="20" viewBox="0 0 20 20" fill="none" stroke-width="1.5" stroke="var(--color-fg-primary)" stroke-linecap="round" stroke-linejoin="round" xmlns="http://www.w3.org/2000/svg" class="icon-noB79L"><g><path d="M2.53001 7.81595C3.49179 4.73911 6.43281 2.5 9.91173 2.5C13.1684 2.5 15.9537 4.46214 17.0852 7.23684L17.6179 8.67647M17.6179 8.67647L18.5002 4.26471M17.6179 8.67647L13.6473 6.91176M17.4995 12.1841C16.5378 15.2609 13.5967 17.5 10.1178 17.5C6.86118 17.5 4.07589 15.5379 2.94432 12.7632L2.41165 11.3235M2.41165 11.3235L1.5293 15.7353M2.41165 11.3235L6.38224 13.0882"></path></g></svg></button><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container view-image buttonBase-GK1x3M"><svg xmlns="http://www.w3.org/2000/svg" width="20" height="20" viewBox="0 0 24 24" fill="none" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round" class="lucide lucide-maximize2 lucide-maximize-2 icon-noB79L"><polyline points="15 3 21 3 21 9"></polyline><polyline points="9 21 3 21 3 15"></polyline><line x1="21" x2="14" y1="3" y2="10"></line><line x1="3" x2="10" y1="21" y2="14"></line></svg></button></div></div></div></a></figure></div><p></p><p>In previous Newsletters I introduced my trainer Kieran. I was therefore interested in a study that tested whether someday I would not need him. We have all seen &#8220;Digital Humans&#8221;. These render people who have never existed. They are, however, totally realistic, often disturbingly so. With modern sensors such digital humans will soon be able to react to you. Add in AI and we could produce a full-size digital trainer. (Sorry Kieran). This would resemble a full-length mirror with an animated figure.</p><p>The researchers were interested in the acceptability of such a &#8220;trainer&#8221;. If introduced into a real gym. Would people be interested in using them? The initial reaction depended on the level of perceived embarrassment. Few people were prepared to accept a one-on-one training session if it took place in a busy gym. It was too embarrassing to be instructed by a screen.</p><p>Many more thought that in a group session they might accept a digital human trainer. The embarrassment was shared.  Obviously, embarrassment will wear off very quickly. What was once novel becomes normal very quickly. Whether AI can be trained to motivate, to offer empathy and laugh at my jokes remains to be seen. I think Kieran is safe for now.</p><p><strong>Robots and Intelligent Automation</strong></p><p>The humanoid robot is one solution to deploying automation and AI. For example, we do not need to replace a bank teller with a humanoid robot. Instead we can use an intelligent Automatic Teller Machine that &#8220;knows&#8221; us. It has access to our accounts but knows our spending pattern. It knows we take out the same amount of cash every Tuesday.  It offers both productivity and enhanced customer service.   We do not need a humanoid , even if there was a bank branch in which they could operate!</p><p>We may all hate chat-bots, but they can at least improve productivity in call centers. They are getting better. They can even encourage us to do our own repairs. The chat bot on the help line of my computer took me through a full diagnosis. (Writing this on a borrowed machine.)</p><p>Researchers at the conference  had looked at many aspects of this. Whether a chat bot or a human is better at handling service failures. At what point is it better to switch to a human? The logic throughout is how to build acceptance. That may mean sacrificing technical efficiency. </p><p><strong>Robots for the Ageing</strong></p><p>At the conference there were papers focused exclusively on help for the ageing. Many were looking at the therapeutic effects of different formats of robot help. These ranged from the &#8220;comfort robots&#8221;. &#8220;Creatures&#8221; that often  offer the same functional support as a pet. They respond to being held and stroked. Success is already being demonstrated with sufferers of dementia.</p><p>Others variants are more cognitive. They can help remind older people when to take their medicine. They can let them know when visitors should be expected. They can help communication. They can be a companion. Understanding who can be helped by what kind of robot is crucially important. It will determine how help can best be deployed in the future.</p><p>A recent excellent recent Newsletter suggested that the role of carers needs to change. They pointed out that older people do want to age in their homes. With the growth of &#8220;smart homes&#8221; there is a vast array of technology that could help. To this can be added especially designed products.  However, it is far more likely for a young person to have voice activated home  lights than an older person. A carer should now be the curator of technological solutions desined for each individual.</p><p><strong>If</strong><span> </span><strong>you enjoy the Newsletter please recommend it to friends and send them to Substack to subscribe. It is free. Alternatively try the button below. All the Newsletters and lots more background is on my website thebusinessofage.com.</strong></p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/p/276-robot-psychology?utm_source=substack&utm_medium=email&utm_content=share&action=share&quot;,&quot;text&quot;:&quot;Share&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fp%2F276-robot-psychology%3Futm_source%3Dsubstack%26utm_medium%3Demail%26utm_content%3Dshare%26action%3Dshare"><span>Share</span></a></p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/subscribe?&quot;,&quot;text&quot;:&quot;Subscribe now&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fsubscribe%3F"><span>Subscribe now</span></a></p><p><br><br></p>]]></content:encoded></item><item><title><![CDATA[#274 The "Forty Two Million Dollar Man"]]></title><description><![CDATA[It was in March 1973 that a fictional bionic man appeared on television. Col. Steve Austin had bionic legs and eyes. At the same time, fact was catching up with fiction.]]></description><link>https://consumerageism.substack.com/p/274-bionic-elders</link><guid isPermaLink="false">https://consumerageism.substack.com/p/274-bionic-elders</guid><dc:creator><![CDATA[John Bateson]]></dc:creator><pubDate>Sun, 05 Jul 2026 17:02:27 GMT</pubDate><content:encoded><![CDATA[<p>The &#8220;Six Million Dollar Man&#8221; Series was launched in March 1973 and ran until March 1978. It starred Lee Majors as a test pilot involved in a terrible accident. The government decides to &#8220;rebuild&#8221; him and give him superpowers. They invest huge amounts of money. Hence the title. In todays money he would be called the &#8220;$42m Dollar Man&#8221;.  </p><div class="captioned-image-container"><figure><div class="image-link image2" data-component-name="Image2ToDOM"><div class="image2-inset"><picture><source type="image/webp" srcset="https://substackcdn.com/image/fetch/$s_!GqL4!,w_424,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F44762965-0a59-42dd-a180-70c29277f2eb_187x178.jpeg 424w, https://substackcdn.com/image/fetch/$s_!GqL4!,w_848,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F44762965-0a59-42dd-a180-70c29277f2eb_187x178.jpeg 848w, https://substackcdn.com/image/fetch/$s_!GqL4!,w_1272,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F44762965-0a59-42dd-a180-70c29277f2eb_187x178.jpeg 1272w, https://substackcdn.com/image/fetch/$s_!GqL4!,w_1456,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F44762965-0a59-42dd-a180-70c29277f2eb_187x178.jpeg 1456w" sizes="100vw"><img src="iframe.php?url=https%3A%2F%2Fsubstackcdn.com%2Fimage%2Ffetch%2F%24s_%21GqL4%21%2Cw_1456%2Cc_limit%2Cf_auto%2Cq_auto%3Agood%2Cfl_progressive%3Asteep%2Fhttps%253A%252F%252Fsubstack-post-media.s3.amazonaws.com%252Fpublic%252Fimages%252F44762965-0a59-42dd-a180-70c29277f2eb_187x178.jpeg" width="303" height="288.41711229946526" data-attrs="{&quot;src&quot;:&quot;https://substack-post-media.s3.amazonaws.com/public/images/44762965-0a59-42dd-a180-70c29277f2eb_187x178.jpeg&quot;,&quot;srcNoWatermark&quot;:null,&quot;fullscreen&quot;:null,&quot;imageSize&quot;:null,&quot;height&quot;:178,&quot;width&quot;:187,&quot;resizeWidth&quot;:303,&quot;bytes&quot;:10360,&quot;alt&quot;:null,&quot;title&quot;:null,&quot;type&quot;:&quot;image/jpeg&quot;,&quot;href&quot;:null,&quot;belowTheFold&quot;:false,&quot;topImage&quot;:true,&quot;internalRedirect&quot;:&quot;https://consumerageism.substack.com/i/205259327?img=https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F44762965-0a59-42dd-a180-70c29277f2eb_187x178.jpeg&quot;,&quot;isProcessing&quot;:false,&quot;align&quot;:null,&quot;offset&quot;:false}" class="sizing-normal" alt="" srcset="https://substackcdn.com/image/fetch/$s_!GqL4!,w_424,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F44762965-0a59-42dd-a180-70c29277f2eb_187x178.jpeg 424w, https://substackcdn.com/image/fetch/$s_!GqL4!,w_848,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F44762965-0a59-42dd-a180-70c29277f2eb_187x178.jpeg 848w, https://substackcdn.com/image/fetch/$s_!GqL4!,w_1272,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F44762965-0a59-42dd-a180-70c29277f2eb_187x178.jpeg 1272w, https://substackcdn.com/image/fetch/$s_!GqL4!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F44762965-0a59-42dd-a180-70c29277f2eb_187x178.jpeg 1456w" sizes="100vw" fetchpriority="high"></picture><div></div></div></div></figure></div><p></p><p>At almost the same time pioneering UK surgeons learnt how to replace hips, knees and cataracted eyes.  With current success rates above 95% these operations have become routine. They may not convey superpowers, but they have extended healthy ageing.</p><p>The first hip replacement took place in 1962, in the UK. The first modern lens replacement took place in 1967. This came with with the invention of phaco-emulsification. This was followed in 1968 by the first knee replacement. These were all invented by a single generation of surgeons.  </p><p>A Five Minute Read</p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/p/274-bionic-elders?utm_source=substack&utm_medium=email&utm_content=share&action=share&quot;,&quot;text&quot;:&quot;Share&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fp%2F274-bionic-elders%3Futm_source%3Dsubstack%26utm_medium%3Demail%26utm_content%3Dshare%26action%3Dshare"><span>Share</span></a></p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/subscribe?&quot;,&quot;text&quot;:&quot;Subscribe now&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fsubscribe%3F"><span>Subscribe now</span></a></p><p><strong>Returning Sight</strong></p><p>The lenses of the eye are organic. The protein within them  can degenerate and become cloudy. This creates blurred or foggy vision. The eyes become more sensitive to glare.  Colours may fade. The first lens replacement was done by Sir Harold Ridley in the UK in 1948. He was able to remove the lens and replace it with a synthetic one. This involved a large incision in the eye. In 1967 an American surgeon invented a way of liquifying the old lens and removing it with suction. This enabled the incision to be reduced to a few millimetres. Modern cataract surgery took off. </p><p>650,000 cataract operations are performed annually by the UK National Health Service. The numbers are growing annually by 14%. The operation is now a &#8220;day surgery&#8221; taking less than half an hour. Success rates, as measured by patient outcomes, are over 95%. Globally it is estimated that there are between 20m and 28m operations a year. This is up from only 3.5m in 2000. Each operation represents the return of sight to an individual. Industry estimates suggest that within a year the operation to replace the 1 billionth lens will take place somewhere in the world. Cataracts are a disease of ageing. The average age at the time of surgery is 76.  1Bn older people have gained increased healthspan.</p><p><strong>The Curse of Osteoarthritis</strong></p><p>Osteoarthritis occurs when the smooth cartilage in the joints wears down. It thins out. That makes the movement of bone on bone rough. The result is pain, stiffness and restrictive movement. When the joints are in the hips and knees this can dramatically affect mobility. This is more important than one expects. It represents independence for people. It represents sociability. Those having trouble &#8220;keeping up&#8221; will often not engage in social activities. The result is often isolation and loneliness.</p><p>Hip and Knee Osteoarthritis is the 11th highest contribution to global disability. There is still a huge variation in the incidence of repair operations. The OECD average is 191.5 per 100,000 people but Germany has 310. The ageing population is driving some of this but clearly there are other factors at work. Mexico has only 8.6 operations per 100,000 population.</p><p><strong>Hip and Knee Replacement.</strong></p><p>These operations are driven by osteoarthritis. It represents the primary cause of 93% of all hip replacements. The most likely age of the operation is now 75-79 with a 60% bias towards women. There is a 95% success rate as defined by patients&#8217; own assessment. They see measurable improvements in health and pain. Remarkably, the time in hospital is now below 3 days in the UK. The new hips are expected to last longer than the patients receiving them. The number of hip replacements per year in the UK is now over 100,000. Each represents a &#8220;permanent&#8221; improvement in mobility and health.</p><p>Six years later, in 1968,  the first knee replacement took place. Again, in the UK. Success rates are as high. 95% of patients report a large improvements. Last year there were between 100,000 and 110,000 knee replacements in the UK.</p><p><strong>The Bionic Future</strong></p><p>Can bionic trainers save the day? Exoskeletons have been developed for the military. These full body suits enable solders to outperform normal definitions of strength and stamina. There is now an emerging industry offering partial exoskeletons as a consumer product. They are designed to augment existing movements. The promoters suggest that they would be worn everyday. They are &#8220;an e-bike for walking&#8221;.</p><p>The Dephy company is promoting <a href="iframe.php?url=https%3A%2F%2Fdephy.com%2Fhow-it-works">"Sidekick".</a>&#8220; It consists of an adapted pair of trainers. These connect to a pack that straps to each  calf muscle. This has  batteries  and sophisticated electronics. Its software can learn your gait in about 25 steps. It then provides powered help to make walking easier. (see link).</p><p><strong>Not a Super Hero</strong></p><p>These operations do not produce super heroes. They can however extend the enjoyment of life. The current generation are living longer than our parents. We have more years where health is important. That same generation has produced three medical breakthroughs. Each extends the enjoyment of life. </p><p><strong>If</strong><span> </span><strong>you enjoy the Newsletter please recommend it to friends and send them to Substack to subscribe. It is free. Alternatively try the button below. All the Newsletters and lots more background is on my website thebusinessofage.com.</strong></p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/p/274-bionic-elders?utm_source=substack&utm_medium=email&utm_content=share&action=share&quot;,&quot;text&quot;:&quot;Share&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fp%2F274-bionic-elders%3Futm_source%3Dsubstack%26utm_medium%3Demail%26utm_content%3Dshare%26action%3Dshare"><span>Share</span></a></p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/subscribe?&quot;,&quot;text&quot;:&quot;Subscribe now&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fsubscribe%3F"><span>Subscribe now</span></a></p>]]></content:encoded></item><item><title><![CDATA[#273 Did smartphones really cause a collapse in teenage pregnancies?]]></title><description><![CDATA[Declines in fertility are not constant across age groups. Between 2007 and 2021 US teenage pregnancies declined by 71%. By comparison pregnancies between 25 and 29 fell 23%]]></description><link>https://consumerageism.substack.com/p/273-did-smartphones-cause-a-collapse</link><guid isPermaLink="false">https://consumerageism.substack.com/p/273-did-smartphones-cause-a-collapse</guid><dc:creator><![CDATA[John Bateson]]></dc:creator><pubDate>Sun, 28 Jun 2026 17:01:47 GMT</pubDate><content:encoded><![CDATA[<p></p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/subscribe?&quot;,&quot;text&quot;:&quot;Subscribe now&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fsubscribe%3F"><span>Subscribe now</span></a></p><p></p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/p/273-did-smartphones-cause-a-collapse?utm_source=substack&utm_medium=email&utm_content=share&action=share&quot;,&quot;text&quot;:&quot;Share&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fp%2F273-did-smartphones-cause-a-collapse%3Futm_source%3Dsubstack%26utm_medium%3Demail%26utm_content%3Dshare%26action%3Dshare"><span>Share</span></a></p><p>Teenagers account for about 20% of the women of reproductive age in the US. Even steep declines have a marginal effect on overall fertility. Preganacies did fall by 71% considerably higher than any other group. The 30-34 year olds only declined by 1%. Those over 35 increased preganacies by 9%.  Many factors are known to influence fertility. A recent, often quoted, paper gives one explanation for the teens. It suggests an incremental effect of smartphones particularly on the youngest cohort.</p><p><strong>International Comparisons</strong></p><p>The US data shows an interesting trend. Teenage pregnancies were relatively stable in the five years before 2007. In 2007 the trend line has a kink and the decline accelerates. The paper looks at 168 different countries around the world. It finds a similar acceleration in the decline in  teenage pregnancies. Particularly in the more affluent countries. The pattern is the same but the kink appears in different years. The team then corrected for the roll out of broadband and 3G/4G infrastructure. They looked at the penetration of smart phones. The patterns then overlapped exactly. For the 19 most affluent countries the pattern was very close to the USA.</p><p>They point out that:</p><blockquote><p>&#8220;The near universal timing of the break across countries with fundamentally different healthcare, welfare, economic and cultural environment point to a common global technological shock&#8221;</p></blockquote><p>                                                                                                         Hudson &amp; Boedo 2026</p><p><strong>Detailed Analysis of the USA</strong></p><p>The USA is divided into 3135 different counties. For each county they were able to assemble data on teen birth rate and  abortion rates. To this they added broadband infrastructure, mobile data coverage and smartphone ownership. They added many other factors known to explain fertility declines. This included things like religion.  All between 2003 and 2020. The rollout of Web infrastructure was highly variable. It  depended on the economic and physical characteristics of each county. They could therefore track changes in pregnancies as smartphones rolled out.</p><p>In this case they could look at the kink in the trend line correcting for other possible factors. They showed that young people were not just delaying pregnancies. The financial crisis and the opioid epidemic had no effect. There was something else going on. </p><p><strong>Why did the trend have a kink?</strong></p><p>Their argument is an interesting one. Teenagers especially want to be where everybody else &#8220;hangs out&#8221;.  Before the tipping point &#8220;unstructured social time&#8221; was spent face to face. When more people were on line than off there is a break point. Everybody then migrates online. They can show that the tipping point occurs when more than half of teenagers are on line and using social media.</p><p>There is evidence from time use surveys to support their case. In 2004  45% of US teens owned a cell phone. By 2006 that reached 63%. In person socializing fell from 68 minutes per day  to 38 minutes. &#8220;Computer leisure&#8221; including social media, texting and games rose from 22 minutes per day to 96 minutes. ( interestingly television viewing fell from 152 minutes to 72 minutes.)</p><p>It is &#8220;unstructured time&#8221; that the smart phone soaked up. Time spent in structured team sports remained constant. &#8221;Meeting friends in person&#8221; fell from 50.3% to 34.9%. Even driving licenses for 16 year olds fell. The loss of that face-to-face time seems to have caused sexual activity to decline. The share of  teenagers that had intercourse fell from 47.8% to 38.4%. There is 0.97% correlation between teen birth rate and in-person socializing.</p><p><strong>What Does It Mean?</strong></p><p>The greater decline in teen pregnancies is universal. This suggests that this is an additional factor to the general fertility decline. The detailed county analysis in the US suggests a causal effect. Declines follow the growth of smartphones and social media usage. The kink comes when a tipping point is reached. A replication in the 294 local authorities in the UK showed the same results. The results are so similar that the two curves completely overlap.</p><p>In other Newsletters I have suggested that one explanation for general fertility decline is the absence of &#8220;coupling&#8221;. People are not teaming up with a partner as much. There is no study yet to test whether the behaviours learned as a teen carry over into later life. US teen abortion rates were as high as 30%. The smartphone may have helped reduce the numbers. Researchers are however looking at other negative effects. For example, they are exploring smartphone roll outs and the impact on teenage suicides. This may be more related to the online content than is the case with  preganancies.</p><p><strong>If</strong><span> </span><strong>you enjoy the Newsletter please recommend it to friends and send them to Substack to subscribe. It is free. Alternatively try the button below. All the Newsletters and lots more background is on my website thebusinessofage.com.</strong></p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/p/273-did-smartphones-cause-a-collapse?utm_source=substack&utm_medium=email&utm_content=share&action=share&quot;,&quot;text&quot;:&quot;Share&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fp%2F273-did-smartphones-cause-a-collapse%3Futm_source%3Dsubstack%26utm_medium%3Demail%26utm_content%3Dshare%26action%3Dshare"><span>Share</span></a></p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/subscribe?&quot;,&quot;text&quot;:&quot;Subscribe now&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fsubscribe%3F"><span>Subscribe now</span></a></p>]]></content:encoded></item><item><title><![CDATA[#272 1.5 Bn People Just Changed Sides]]></title><description><![CDATA[This week, the Indian Government announced that the fertility rate had dropped below replacement level. 18% of the global population joined much of the rest of the World facing population decline.]]></description><link>https://consumerageism.substack.com/p/272-15-bn-people-just-changed-sides</link><guid isPermaLink="false">https://consumerageism.substack.com/p/272-15-bn-people-just-changed-sides</guid><dc:creator><![CDATA[John Bateson]]></dc:creator><pubDate>Sun, 21 Jun 2026 17:01:53 GMT</pubDate><content:encoded><![CDATA[<p></p><p>It was only in April 2023 that India became the largest country in the World. It passed China when when its population reached  1,425,775,850. Now three years later it too has  low fertility. In 1950 India had a population of 360m. The average woman had 6 children. That number is now 1.9. </p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/p/272-15-bn-people-just-changed-sides?utm_source=substack&utm_medium=email&utm_content=share&action=share&quot;,&quot;text&quot;:&quot;Share&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fp%2F272-15-bn-people-just-changed-sides%3Futm_source%3Dsubstack%26utm_medium%3Demail%26utm_content%3Dshare%26action%3Dshare"><span>Share</span></a></p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/subscribe?&quot;,&quot;text&quot;:&quot;Subscribe now&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fsubscribe%3F"><span>Subscribe now</span></a></p><p>Today, 71% of the worlds population lives in countries that have a fertility  below replacement level. In 1950 the global average fertility was 4.85 children. Today it is just above replacement level at 2.2. Only Africa has a fertility rate above replacement (3.85). Europe by comparison has fallen to 1.41.</p><p><strong>Declining Population</strong></p><p>The Indian population has not yet started to decline. There are enough young people of child bearing age to maintain the growth momentum for a while. 65% of the population are under 35. Forecasts vary for when the population will actually peak. The range is between ten and twenty years from now. Some forecasts are much sooner. They suggest a peak within the next ten years. They cite the 1m Indians a year that leave the country as migrants.</p><p><strong>The Variability Problem</strong></p><p>India is an excellent example of the problems faced by all countries with declining populations. There is a huge variations in demographic dynamics within individual countries. Two Indian states are already in population decline. The North Eastern state of Sikka has a fertility level today of 1.1. Across the country states are scambling to undo policies designed to restrict population growth. For many years there was a real fear of a &#8220;population explosion&#8221;. In Andhra Pradesh there was a policy that you could not stand for public office if you had more than two children. That law was recently repealed. The fertility level in Andhra Pradesh is now 1.5 compared to 1.46 in the EU. It has a population half way between Italy and Spain.</p><p>Population decline brings with it a decline in working age population. That in turn reduces tax revenues and puts pressure on public services. Child and adult mortality in India can still be too high by international standards. Kerala has a child mortality rate comparable to the US. It is still higher than much of Europe. In rural areas child mortality average 28 per 1000 child born. In urban areas it is only 19. It has been driven down  by investment in health infrastructure including public health.</p><p>The huge variablity is not unique to India. It has a North South split. Fertility in the South is much lower.  In the USA the split is between the Great Plains, Midwest and South which all have higher fertility compared to the rest of the USA. The North East has the lowest fertility. North Dakota has the highest birthrate in the USA. &#8220;Leveling Up&#8221; is a major problem everywhere. This is politically sensitive. At the same time initiatives to improve fertility are at the state level.</p><p><strong>Getting Rich before you get Old.</strong></p><p>10% of the Indian population are over 65. The forecasts are for that to double by 2050. It is fortunate that today there is a huge working age population. In fact the working age population of India represents 20% of the global total. India should be able to collect a &#8220;demographic dividend&#8221;. The number of children to be educated will go down. The number of older people in need of care is only growing slowly. However that dividend requires 7.85m new jobs every year. Currently youth unemployment is 16%. Graduate unemployment has been quoted as high as 40%. India produces 5m graduates a year.</p><p>The economy is creating jobs. The problem is like everywhere else in the World. Whether they are in the correct geography and sector. Agricultural jobs are growing. Manufacturing growth is proving harder. The movement of Apple assembly from China to India is helping. New assembly factories have hired 125,000 people this year. 80% are women entering the workforce for the first time.</p><p><strong>An Inverted Logic.</strong></p><p>A recent study in the Nordics highlights the imporance of employment to fertility. Historically the better educated and more affluent couples were less keen to have children. Workers with lower incomes had the children. The situation has now reversed. The insecurity of the job market means that lower income couples are less likely to have children. More affluent couples are doing it instead. Jobs are yet another factor in the decline in fertlity.</p><p>Looking at states or regions within a country shows one view of variability. In reality there is as much diversity down to the city level.<a href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fp%2F0121-ageing-is-a-universal-issue">(See Newsletter #121 "Ageing is a Universal Issue)</a></p><p><strong>If</strong><span data-color="rgb(54, 55, 55)" style="color: rgb(54, 55, 55);"> </span><strong>you enjoy the Newsletter please recommend it to friends and send them to Substack to subscribe. It is free. Alternatively try the button below. All the Newsletters and lots more background is on my website thebusinessofage.com.</strong></p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/p/272-15-bn-people-just-changed-sides?utm_source=substack&utm_medium=email&utm_content=share&action=share&quot;,&quot;text&quot;:&quot;Share&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fp%2F272-15-bn-people-just-changed-sides%3Futm_source%3Dsubstack%26utm_medium%3Demail%26utm_content%3Dshare%26action%3Dshare"><span>Share</span></a></p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://consumerageism.substack.com/subscribe?&quot;,&quot;text&quot;:&quot;Subscribe now&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="iframe.php?url=https%3A%2F%2Fconsumerageism.substack.com%2Fsubscribe%3F"><span>Subscribe now</span></a></p>]]></content:encoded></item></channel></rss>