Everyone talks about the “stages of life”: childhood, adolescence, adulthood, and then, the Big One – old age.

The problem with thinking in stages is that it has the effect of segregating life into different compartments. That’s exactly how marketers and advertisers think. They segregate the population into market segments.

Makes sense for them but here’s the problem: when marketers who are in their own stage of life as adults think about those who are in that stage called “old age”, they fall down in their messaging attempts.

Because someone who’s 38 or 45 can’t think – or feel ­– like someone who is 65 or 75. So, they fall back on stereotypes and inevitably get it wrong every time.

That’s where Dave McCaughan comes in. Dave has been in the marketing and advertising business for decades and he has made the aging cohort a study for the past 30 years.

In this week’s episode of The Art 2 Aging, Dave describes how marketers have gone wrong and continue to go wrong with their marketing efforts to the older population.

Tiny electrical currents, known as microcurrents, which can generate rapid healing within the body, allowed an NFL Hall of Famer to play in the Super Bowl only six weeks after breaking his leg and tearing his Achilles tendon. Terrell Owens was that player.

Microcurrent healing was in wide use in the late 19th century. And while it worked, it was never carefully studied or documented.

With the birth of the pharmaceutical age in the 1920s, what we now call frequency medicine faded from sight.

But in the mid 1990s, those tiny electrical currents shot back into prominence through the work of a chiropractic doctor named Carolyn McMakin. And she was responsible for Terrell Owens being able to play an impossible and spectacular game in the 2005 Super Bowl.

Today, Dr. McMakin is the undisputed global expert in Frequency Specific Microcurrent technology or FSM for short. Her treatment protocols are now standard with many NFL teams, as well as NHL and NBA teams. Why? Because it WORKS.

She is our guest this week on The Art 2 Aging.

Here’s a shocking fact: 98% of dementia sufferers are being cared for at home. That’s shocking because it means that the caregiver is likely a family member, often a spouse or adult child.

Dementia victims suffer greatly and so do their caregivers, especially family members.

That’s why what Allyson Schrier is doing is so amazing. Allyson’s husband was diagnosed with a form of dementia when he was only 47. He never worked after that and Allyson became his caregiver.

She knew nothing about dementia, how it manifests, how it impacts the sufferer or how it was going to impact her and her kids.

But Allyson was not someone to throw up her hands and quit. She took the bunch of lemons that life had handed her and turned them into lemonade.

How she did that is the subject of our episode this week on The Art 2 Aging.