European Stars And Stripes (Newspaper) - April 22, 1986, Darmstadt, Hesse To United press International t he end of world War ii spawned generation of baby Boomers in America whore about to enter what to Many is a dreaded age their 40th More americans going into their fifth 1987 than at any time in lifespan researchers say the i be a Downer or the catalyst for a mid life not biology leads Many to expect and then experience anxiety erratic behaviour dread and j depression As they begin their 40s," says Stanley i Brandes a University of California professor of social anthropology. .u.s. Census Bureau figures show 5,831,371 americans " were born in either 1945 or 1946, the first Linda Evans 43 "40 is not Page 14 generation to grow up in the cold War Era of the atomic age. Psychologists expect 4 to 5 percent of these baby Boomers to go into some kind of counselling because of anxieties or depression caused by either a personal crisis or by a need to examine their goals and needs. Many others entering what Carl Jung called the noon of existence find it a time of renewed vigor financial Freedom and personal fulfilment. Brandes 42, said he experienced a sudden fear when he passed the big 40th birthday and decided to investigate the reasons for his anxiety. One thing he discovered was that the number 40 itself has a deep and symbolic meaning historically. The number 40 is a powerful Symbol in the history of Western culture connoting strength significance transition rebirth and even death said Brandes who has written a Book on the subject forty the age and the in biblical stories says Brandes the flood lasted 40 Days and 40 nights Moses was on the mount for a similar time period the israelite wandered in the wilderness for 40 years the reigns of Kings David and Solomon lasted 40 years Lent is approximately 40 Days and it is 40 Days from easter to ascension Day representing the period Jesus was on Earth after the resurrection. Irish folklore said Brandes dictates that Newborn infants should be kept in lighted places indoors for 40 Days and in Greece women Are expected to stay Home 40 Days after giving birth. In today s work world despite longevity statistics reflecting a greater and greater period of mid life vigor professional life is still considered on the decline by age 40, Brandes said adding that the rate of promotion and salary advances declines and employers Are reluctant to hire those Over 40. Forty has in effect become the beginning of Middle age yet it is still viewed with the same trepidation often associated in Western culture with old age he says. David Chiriboga a psychologist at san Jose state University said the 40s can be a time of Peak responsibilities and Powers when people reach maximum achievements in their work and personal lives. Baby Boomers now hitting 40 Are better prepared than any generation in the past they re healthier wealthier and Wiser he said adding that there s increased emphasis on the need for Good foods exercise and tolerance. Chiriboga who is 44 and about to be married said members of the Woodstock generation who took part in free speech rallies and anti War protests in the 1960s also developed a secular trend toward delays in marriage and child rearing. Some of this came from the feminist movement and from students seeking advanced degrees he said. These delays he said also delayed the social aging process so Many people entering their 40s probably feel More Young at heart than their cohorts. Others entering age 40 have children who Are already grown and May even be grandparents at mid life. A recent 11-year study Chiriboga participated in discounted the empty nest theory of mothers in particular becoming depressed when the children leave Home. One woman told him we re not losing a daughter we re gaining a for most people children leaving Home does t present a crisis but rather a Challenge or a Relief Chiriboga said. He said most people at some Point in mid life will face anxieties regarding getting old but that very few reach a crisis sufficient to go to a clinical therapist. Such crises usually Are triggered by loss of Job divorce or a family tragedy. It s a time to take Stock to consider your abilities and strengths As opposed to the problems he said. Age of course can mean different things to different people. An athlete for example is usually considered Over the Hill at age 40. In contrast a Bright politician is considered Young and full of Promise at that age. Andrew Schwebel professor of psychology at Ohio state University says there s a lot of individual differences to take into account when looking at reactions to Middle age. 1i baby Boomers idealism mixed with materialism by John m. Leighty United press International t he first wave of baby Boomers generation born in the aftermath of world War ii is turning 40 this year embracing mixture of idealistic attitudes and materialistic lifestyles. With More disposable income than others who have turned 40 in the past the baby Boomers consist of hippies turned yuppies Campus protesters turned politicians and anti establishment types turned entrepreneurs. They buy Quality goods and Are the group most Likely to upscale their Homes cars and furniture. Although slightly missing the computer revolution the leading Edge of baby Boomers Are spending millions on High tech stereos Vars and televisions. Statistics show those in the 35-50 age bracket control a whopping $504 billion in disposable income with some 16 percent of that available for non essential purchases. The generation who listened to Bob Dylan now 44the rolling stones Mick Jagger is 42and Joan Baez 43has also carried with it an idealism that has hatched alternative ways of looking at families Home and work. Jerry Hamilton senior vice president and director of Market research for Ketchum advertising in san Francisco said people turning 40 As evidenced by the growth of new Small businesses have often taken counterculture approaches toward life which Are beginning to have an Impact on marketing products. The baby Boomers have looked at things in different ways often with an anti bigness attitude that in a Large part has fostered interests in running their own businesses and in the entrepreneur spirit he said. The generation was clearly willing to take risks ranging from anti War protests to embracing Rock and Roll and other behaviour outside of the establishment said Hamilton. He said people now entering their 40s put aside their Youthful idealism for awhile to go through a Busy period of establishing themselves in careers or professions. They re now settled Down fairly affluent and usually at a successful Point in their work. The baby Boomers who questioned the values of society still have their Basic attitudes which were sublimated because of establishing careers Hamilton said. In terms of marketing he said the 40s group has made an Impact on the sales of imported automobiles exotic ice creams clothing lines stereos cameras and top of the line purchases in All product categories. I Don t see a pulling away they want High Quality goods and have the Money to afford Hamilton agreed with other Market experts that those now entering their 40s Are More willing to share family responsibilities Are aware of the need for Good health that goes beyond just exercise and diet and Aren t swayed by the past emphasis on youth and Beauty As the american Ideal. John Crothers chairman of new world decisions an opinion research firm in Iselin n. J. Said a big emphasis of the 40-plus group is on the family. He said a lot of people in this generation married late and thus have fewer children and Are willing to spend Money on them. We re becoming a nation of dual income families he said. The Good news is that it has changed some of the roles people play. Fathers do a lot More with kids at Home and in the Community than in the past playing with them during Leisure time and going to group Crothers who is 43, said a new kind of father has emerged in America who is accustomed to changing work roles with his wife and so is also willing to share nurturing and family roles As Well. Parents of this generation Are much More Liberal than their parents were in the 1960s," he said. And in Many ways the baby Boomers transformed the Market place and have won some serious Battles. It was t just a burst of adolescent Energy 20 years ago some important issues were at he said More options have become available particularly to women and that people Are again aware of the importance of the family. There s a trend toward becoming More local Community oriented and family oriented he said. The spirit has not gone out of the 60s, but an emphasis is on the family. The Standard pattern is not a father taking a son to a baseball game but both parents taking a son or a daughter to the one big problem emerging is that the Peak of the baby Boomers won t occur for another 10 years said Richard Carlson an economist and vice president of . Research in Palo Alto Calif. He said that people born in the years 1957 and 1958 will be the High tide of the Boomers and that this group will have the most difficulty in terms of buying land or Homes and in finding Good jobs. In terms of economic position you re much better off not being part of the Peak he said. There will be wok athi5 hair he off lbs w Floo w a oui off Ftp if heter him us to my Woof pop a we a new York times photo people Are becoming aware again of the importance of the family. A kind of desperation because All of the goodies will be Carlson 43, said the Peak of the baby Boom hitting age 40 in about a decade will be a lower income group paying sharply higher social Security taxes for which they won t receive the benefits when they reach old age. Fabian Linden chairman of the conference Board a new York businessman s research organization says the great trauma of the baby Boom generation is the Cost of housing which has escalated far greater than income in terms of work hours required for a Purchase. Even so Linden said those now entering age 40 have a 25 percent per capita income gain Over those of a decade ago. They have a tendency to buy a higher Quality higher priced line of goods and have More to spend on non necessities or luxury the group of americans in the 50-plus age Range Are better off than the rest he said. This bracket he said holds 77 percent of the total assets in America. Representing Only two of five households he said this older age group has at its disposal one out of every two discretionary income dollars. Linden says the growth of dollars in older hands has had an Impact on advertising and marketing. An example of the changes in marketing he said Are television ads by dynasty soap opera Star Linda Evans who in pitching for a hair colouring insists that "40 is not she s just turned 43. Even More telling Are the ads by actress Joan Collins 52, who exudes an icy sexiness in spots for a soft drink and Kitchen appliances. Beauty and youth has been vastly overemphasized he said. It s Fine but it does t pay Bills. Money does and Middle aged people have got the Tim i is not the a Pat in Umlor to think it in " coir Tala new hat Tho Pynor to to Ohiowa in Shaw a to i i i time is not the great leveler we think it is said Schwebel. At 40, some people feel 60 and some feel 20." at 43, Schwebel said he s often out playing softball with students in their 20s. You can t deny the Gray hairs. There will be changes in the body. It s what meaning you give to these changes that s by age 40, he said most people have accomplished a number of goals roles or scripts they were brought up to look for whether it s raising children or being at a certain Point in a Job. He said minor anxieties usually occur whenever a person enters a new decade of life. But he said the 40s Are a Good time to assess goals and to look at what achievements Are wanted in such areas As health family friends the work financial world or even avocations. He advises people to set a time table on what they expect to achieve in the years ahead. People have a lot More Freedom during this decade to set new goals for themselves to begin to look at How much time is left rather than How much time has gone by. A lot of the meaning of one s age is in the eyes of the beholder. If you re 40 or 50, the question is not what number you be hit it s How you feel about yourself and what kind of things you want to do and what plans and actions to lilo Dixon a marriage and family Counselor in Northern California s Marin county said people entering mid life often seek her help in re examining their lives. This is particularly True of women who Are More willing to talk about such personal problems As physical changes weight worries or marital rifts she said. Men she said,.usually enter counselling because of work related problems such As stalled careers or feelings of being pressured on the Job. For Many men there s a make it or else anxiety or however said Dixon the 40s tend to be a positive period for most people when new possibilities emerge along with financial Freedom and Independence. She said so much is written about the 40s being a stressful time that Many people experience difficulties simply because of societal expectations. For these people she said counselling can help. Therapy is now More accepted she said. You Don t have to be sick or severely depressed anymore to seek help with problems that need working the stars and stripes tuesday april 22, 1986 the stars and stripes Page 15
