Boomers

Why those who oppose the word "generation" and reject "generational framing" do not understand or practice modern marketing

Louis Menand, a staff writer at The New Yorker and professor with Harvard University, wrote a combative article entitled: It’s Time to Stop Talking About “Generations.” His subtitle then draws a line in the sand: From Boomers to Zoomers, the concept gets social history all wrong.

His op-ed piece denouncing the construct of “generation” mirrors articles by other pundits and social critics, including anti-ageism author and activist Ashton Applewhite and sociology professor Philip Cohen for The Washington Post.

Menand may be a brilliant writer and Harvard professor — even the recipient of a Pulitzer Prize — but he is not a marketer who has conceived and executed generational marketing programs with measured results for 40 years.

Case studies back up my claim that he is shortsighted.

First, a little background about direct mail testing. What does it takes to "beat a control" subscription pitch for a major magazine or newspaper? Once a publisher discovers a winner, their control direct mailers get tested against all the time, and challengers often fail. A direct mail pitch for the Wall Street Journal remained unbeaten for over 25 years. Martin Conroy, who created the famous control mailer and mentored me, brought in a staggering $2 billion in subscription sales for the newspaper, mainly because his captivating publisher letter was pitch-perfect and motivating.

Here are two control-breaking direct mail packages that I conceived and wrote by applying knowledge of generational sociology:

1. A direct mail campaign for Natural Home magazine specifically targeted Baby Boomer women, beating the client’s control mailer and gaining a profitable volume of new subscribers while giving content editors and article writers fresh strategic insights: https://bgassociates.com/marketing-baby-boomers/boomer-marketing-case-studies/natural-home/
2. A Men’s Fitness magazine campaign for Weider Publications targeted Millennial men, when they were in their late teens and twenties, and beat the long-term circulation direct mail package: https://bgassociates.com/b-2-c-3/fitness-magazine/

My firm's case studies are as close to hard science as social science gets because we measure human behavioral responses to emotional triggers presented through advertising, including timing, subscriptions, source lists, demographics, renewals, and cross-promotional activities.

When critics, such as Menand and Cohen, declare that generational constructs are irrelevant and ineffective in the marketplace where the rubber meets the road, I say: “You don’t know what you’re talking about.”

One does not even need to use a generational label to create effective cohort-sensitive advertising and direct mail programs. One merely needs to understand and communicate deeper “collective mentalities” inculcated by membership in a distinct generational cohort. Generational research from significant companies such as Pew Research Center can inspire profound insights into dominant and dynamic shared values. These insights can be transformed into subscriptions and sales.

What about Menand's denunciation of accepted Baby Boomer social history? The professor declares: “Most young people in the sixties did not practice free love, take drugs, or protest the war in Vietnam.” He asserts: “In a poll taken in 1967, when people were asked whether couples should wait to have sex until they were married, sixty-three percent of those in their twenties said yes, virtually the same as in the general population. In 1969, when people aged twenty-one to twenty-nine were asked whether they had ever used marijuana, eighty-eight percent said no. When the same group was asked whether the United States should withdraw immediately from Vietnam, three-quarters said no, about the same as in the general population.”

Aside from the fact that I was in college during those years with observations that contradict his poll summary, I would ask the professor: “So when did you come to believe that people respond truthfully to poll questions that are potentially incriminating and uncomfortable to answer?” Or “Why would you expect Boomer respondents to be candid about personal beliefs and behaviors during a time they had deep suspicions of authority figures, including researchers?”

Menand does not get a pass from me as merely a “sociology pundit.” He asks: “Are they (generations) a helpful way to understand anything?” I have answered his question.

Marketing is what makes everything in society prosper, including Harvard University, The Washington Post, and The New Yorker. If we eliminate the construct of generation from our lexicon in the name of social equity, why don't we also eliminate imprecise descriptors such as women, African Americans, adolescents, and college professors?

My counterarguments aren't mere opinions borne from a well of righteous indignation. My conclusions are straightforward: consumer cohorts (a.k.a. generations) have collective mentalities instilled during adolescence and early adult years, and, when presented with creative and impactful interpretations of those shared worldviews, they respond by subscribing, buying, joining, giving, and investing, etc. Generational collective mentalities are salient and can trigger desired economic behaviors.

In conclusion, Menand thrums his rhetorical question as if a dare: “Are they (generations) a helpful way to understand anything?” My answer is yes. Generational sociology helps marketers understand how to communicate with and trigger desirable responses from targeted cohorts.

I'm willing to look at other perspectives about the validity and usefulness of “generation,” but contrarian views need to be tied to equally rigorous experimentation rather than stand unchallenged as asserted opinions, no matter how fervent and articulate the messengers.

How Baby Boomers Are Changing the Hospice Industry...For Good

“Life is a journey from beginning to end, measured not in time but in quality.”

This is the first sentence in a pamphlet produced by The Hospice of the Florida Suncoast, the largest hospice in the United States, based in Clearwater, Florida. With an average of 2,400 patients and a staff of 1,500, this exemplar organization has played a major role in the evolution of hospice since the movement became popular in the U.S. shortly after introduction of a trendsetting book in 1969: On Death and Dying, by Elisabeth Kubler-Ross, M.D., an eminent psychiatrist. Her book demystified death and the dying process, making the final stage of life more comprehensible and manageable — for those who are dying and their caretakers.

Many prefer not to think about the inevitable conclusion to life, but for Baby Boomers, the end of life is becoming more concrete and palpable. Boomers are losing their parents, and a surprising number of their peers have begun to succumb to fatal illnesses, including high-profile personalities such as newsman Tim Russert, folk-rock-star Dan Fogelberg, and Carnegie-Mellon professor Randy Pausch.

I addressed marketing professionals for hospices from around the nation under the auspices of the National Hospice Work Group (NHWG) and then the leadership team of the Suncoast Hospice.

NHWG is “a professional coalition of executives from some of the largest and most innovative hospices … committed to increasing access to hospice and palliative care.” These compassionate leaders want to eliminate “bad deaths”: dying in pain and in places other than in accordance with the wishes of the dying person. NHWG hospices strive each day to fulfill one overriding promise: that each patient may die with dignity — as each person defines it.

This association’s members take care of about 12 percent of the nation’s hospice patients every year. It’s not merely coincidence that many of the CEOs of the nation’s hospices are Boomers who have pursued this profession with passion since the 1970's and 1980’s — another tangible testament to the beneficent values of the “sixties generation.”

Hospice provides care for those who have terminal medical conditions. Either in free-standing, often home-like facilities, in patient homes, or in hospitals and nursing homes, hospice practitioners deliver palliative care. Services include pain control, nursing care, spiritual counsel, and many other nurturing services. One major goal of hospice is to help patients experience maximum possible peace and comfort during the final months, weeks or days of life. Hospice also provides bereavement counseling and support groups for family members of those who are dying or have passed away.

My presentations addressed some boilerplate topics, including an overview of all living generations, the sociological and cultural factors constituting each generation, strategies for marketing to generations, emerging business trends, and current life-stage issues confronting Boomers. I also shared my assessments of how Boomers might challenge the traditions of dying, including hospice.

For example, healthcare policymakers can expect this generation to test inflexible traditions that reduce the fullest possible expression of life experiences during final months and weeks. A trend emerging now is “slow medicine,” in which those confronting difficult medical choices slow down the process to assess fully the restorative potential of yet another medical procedure.

Life-prolonging medical intervention has its value when the outcome allows greater life quality if not extension of time remaining, but when medical procedures only promote more pain and weakness without recovery, then many Boomers will reject last-ditch procedures. Many will put the brakes on “heroic medicine.”

A Boomer neighbor of mine had brain cancer last year, and surgeons recommended a biopsy, which she reluctantly approved without further investigation. She later lamented not traveling to Europe with her husband for a couple of weeks instead of suffering the brutal and lingering side effects of the biopsy. She never regained enough strength and stamina after the biopsy to enjoy any of her remaining time.

Many Boomers will endeavor to make their final days as meaningful as possible by recording and preserving their legacies. This will lead to dramatic growth of personal historians and online resources for those with terminal diseases to “upload” life experiences, values, philosophies, photographs, videos, insights and hopes for humanity.

Researchers at Johns Hopkins University have recently isolated the psychoactive compound in the hallucinogenic mushroom psilocybin, one of the drugs some Boomers experimented with during the sixties. Researchers have tested the synthesized drug on adults who have never experimented with recreational drugs to determine the potential impact of psilocybin on spiritual exploration. In various studies, those who have taken the synthesized drug have reported experiencing some of the most profound spiritual events of their lives. Someday, hospice may offer psilocybin or other consciousness-altering medications for their patients who are seeking profound experiences of the divine but who are unable to get to this state of awareness through prayer or meditation.

Experts predict that nearly half of those who die in another 20 years will choose cremation. This will have significant impact on the funeral industry. Some Boomers will have their carbon ashes compressed into manmade diamonds. Others will choose “green cemeteries,” where remains are buried legally in public parks and inside cardboard boxes with no grave markers. Others will choose to have their cremains buried offshore in artificial reefs. Hospice personnel will likely become involved in helping patients plan more creative funerals and burials.

We can expect Boomers to transform the final stage of life with as much creativity as they changed the nature of being a teenager, a middle-aged adult and now a grandparent. They will embellish the dying process with new customs that allow people to reach the conclusion of life with the greatest possible dignity and grace — a genuine sense of completion.

The last slide of my presentation revealed a graying Boomer man holding a protest sign, hearkening back to the sixties and a time of strident protest marches; he bore one possible concluding aphorism for this generation:

  

Will Retiring Boomers Bust Stock and Bond Markets?

This blog post presents a retrospective on 2006 media coverage stirred up by the so-named, former "Junk Bond King" Michael Milken and Wharton Professor Jeremy Siegel. They predicted collapse of the U.S. stock and bond markets due to Boomer retirements. How prescient were they? Judge for yourself. 

Michael Milken and Jeremy Siegel have a couple of things in common. Possessing sufficient personal retirement wealth is the first.

In spite of his nefarious reputation as the "junk bond king," a convicted felon for securities and mail fraud, Milken clearly has squirreled away enough money to cover his nut (with an estimated net worth of over $3.7 billion in 2020). Siegel, a tenured finance professor at Wharton, will never face the potential indignity of being a Wal-Mart greeter late in life.

The other commonality is their focus on the possible financial collapse of stock and bond markets when Boomers cash out of more risky investments to fund conservative retirement allocations and late-life expenses.

Siegel correctly warns that “the aging population is the most critical issue facing the developed world.” He observes that in 1950 life expectancy vs. retirement age were 1.6 years apart: age 69 vs. 67, respectively. The gap today is 14.5 years. To reverse this trend and slim down the period that the average Boomer might spend in retirement, one option is for the average retirement age to increase from 62 today to 73 or 74 in the future. In this scenario, people will work, on the average, 10 to 12 years longer.

However, he recommends an alternative strategy. The non-Western world is younger than the developed world, especially the U.S., Europe and Japan, so “we embed in a global economy, (and) we can sell assets to a developing world (and) they can ship us goods.” The elderly in developed countries trade their savings for goods produced by the young in developing countries.

Milken, who has remade himself as a major philanthropist, contributing millions to cancer research and public health organizations, further observes that there are two noteworthy demographic trends today. The first is a growing middle class in developing nations, such as India (thanks, in part, to the off-shoring of so many U.S. technology and customer support jobs). The other is an aging population in the developed world.

The very good news to Milken is longevity. Men, for example, have gained 12 relatively healthy years during the last 20, from a life expectancy of 60 to over 72. “We’re living longer and more productive lives, so we’re going to want to work longer.”

Working longer means we’ll produce more products and services to sell worldwide (and be less likely to liquidate the assets we have), so we won’t need to trade our assets (retirement investments in stocks and bonds) for goods and services. The nation will produce more goods and services for an increasingly materialistic world.

This all seems rather naïve. According to a gloomy story in U.S. News & World Report, "Forty-one percent of workers ages 45 to 54 have less than $25,000 saved up for retirement." Further, neither pundit addresses the human resources side of a nation risking deep recessions because of Boomer longevity and corresponding market lassitude. Quite the contrary, the most threatening issue of our time is longstanding ageism in corporate America.

For two decades, many Boomers have confronted the career turmoil of outsourcing and off-shoring. They are your neighbors and former colleagues who now methodically dispatch “youthified” resumes to online job sites, network in mastermind groups, and sometimes admit defeat to become now-and-again consultants. Some end up measuring your inseam for a new suit or steaming you a latte. Some do both in a single day. (These victims of globalization and the breakdown of loyalty between companies and workers do not include someone who made a fortune selling junk bonds or a professor shrouded in tenure.)

The Boomer Generation has been an abundant human resources goldmine that has enriched this nation’s corporations for decades. The most educated generation in history has augmented the nation's economic competitiveness, both as creators of wealth and aggressive consumers. For the last several years, this gift of inventiveness, industry and consumerism has been rewarded with bankruptcies of pension funds, widespread layoffs, and movement of blue- and then white-collar jobs overseas.

Siegel sees further globalization as the salve. Milken believes longer, healthier American lives will logically lead to longer careers. Both offer incomplete solutions.

If Mr. Milken and Professor Siegel wish to see this nation securer from financial upheaval due to a market exodus by aging Boomers, then they need to focus on how the business community can change longstanding discriminatory practices, including disengaging older workers mid-career and providing too few new opportunities for meaningful and secure employment in later life.

We won’t find satisfying and highly remunerative work if our jobs continue to relocate overseas. We can’t work if corporations don’t learn to value and employ older workers beyond low-paying service jobs.

Postscript: In September 2020, 40 percent of Boomers had retired according to Pew Research Center. On March 7, 2021, the Dow Jones Industrial Average gained 306.14 points, or 1%, to reach a new record of 31,802.44.

P.P.S. In 2014 during a speech to the Canadian financial services industry, I addressed how Boomers+ transform industries to defy the gloomiest predictions about the impact of their aging. Take a look. 

 

The Immortality Narrative for those who have lost someone to COVID-19

When we depart this life, must the stories of our existence fade within the passing of a few years? That has been the fate of billions of mortals who have preceded today’s living.

Since the beginning of human history around 50,000 B.C., 108 billion humans have been born. Just over seven billion are living now, or 6.5 percent of all those ever born are still breathing—a tiny fraction when we consider the meteoric growth of world population today.

How much do we know of the 101 billion humans who have preceded us? The majority are nameless, forgotten as if they never lived, merely dust in the wind.

Except for a relative handful of kings, queens, heroes, political leaders, scientists, artists, writers, intellectuals, athletes, and celebrities who have been held in perpetuity through their works or historical documentation by others, the clear majority of human stories have just perished. We know nothing of those masses who have lived and passed on. Most of us do not know anything about the lives and times of our great-great-great grandparents, if even their names.

The First Immortal

Five thousand years ago, in Mesopotamia, the ancient lands between the Tigris and Euphrates rivers now called Iraq, something miraculous happened in the evolution of our species and its ceaseless battle against temporality. Humans discovered how to write.

Death could no longer silence people after departing their mortal bodies. The written word gave our species the power to reach through millennia and speak inside the heads of those living in the distant future.

Then something else happened, another miracle of self-preservation. Enheduanna, daughter of the first emperor in history, was also the first person known to sign her name to a literary creation.

She lived 4300 years ago, and her gift to humanity was the possibility of immortality that can be bestowed by the written word when assigned to a single visionary author. The writing was no longer nameless, codified thought but personal ownership in the future.

Enheduanna’s name means “Lady Ornament of the Sky.” For centuries after her death, the first author continued to set standards for culture, literature, liturgy hymns, poetry, and religion. Her legacy includes an extensive body of creative output, including forty-two poems, psalms, and prayers that have served as a template for poets, priests, and scribes throughout history.

We know that she existed at a certain point in time. We know what she dreamed. We are aware of her fearlessness and prescience. We know she was a great author, composer, poet, and High Priestess of the ancient Moon God Nanna at temples in the Mesopotamian city-states of Ur and Uruk (Iraq).

Enheduanna lives today, four-and-a-third millennia after she exhaled her final breath. She speaks to us through her creations—and when combined into a complete archive, we have her time capsule filled with revelations that we can contemplate at will.

Permanent Acclaim

A generation ago most unexceptional people, removed from the public eye, could not hope to persist beyond death, except perhaps as represented by a deteriorating marker bearing an irrelevant name, lost somewhere in a cemetery or mausoleum. Without notable personal achievements that would become written documents or audio or video recordings, it was not possible for the majority to survive beyond the grave.

With the advent of the digital age and the extraordinary power and memory of the internet, it is now possible for anyone to write and record their thoughts, dreams, and values for others to read, see, and hear—and with archival preservation, for thousands of years from now. Today, for the first time in human history, anybody can paddle beyond the grave, aiming for the distant shores of time.

Questions to contemplate about your “Immortality Narrative”

• Which of your life lessons are most important to share with your children or other young people in your life?
• Have you been inspired by classic children’s book characters, and, if so, which characters had the most impact on your views and values?
• Who would you most like to attend your last lecture and why are these people most important?
• If you were to be diagnosed with a terminal disease, such as pancreatic cancer, how would you prefer to spend your final months of “functional health,” if granted this time for closure? What would be your priorities?
• What tangible memories about you would you like to leave for future generations, and in what form would these memories be encapsulated? A book or other writing? A video? Artwork? A legacy website?

Excerpted from Questions of the Spirit: The Quest for Understanding at a Time of Loss by Brent Green, Copyright 2017. All Rights Reserved.

A beautiful hit song by Kansas, a progressive rock super-group, helps drive home the point of this blog post. Kerry Livgren, the song's writer and guitarist, was my high school classmate. Kerry has recently published his memoir entitled Miracles Out of Somewhere.

 

To order your copy of Questions of the Spirit, visit the book's Amazon page.

Marketing to Baby Boomers - The Power of Generational Experiences Applied to Television Advertising

Generational Sociology and Boomers

Karl Mannheim (1893 — 1947), a founding father of the field of sociology, conceived the essence of generational theory through a seminal 1923 essay entitled "The Problem of Generations." Mannheim insisted that when a youth cohort faces substantial turmoil during its formative years between ages 12 and 25, a sense of generational identification strengthens. 

ERA march in 1976 is a precursor to the Women's Marches of 2017 and 2018

The leading-edge of the Boomer generation came of age between 1964 and 1975, an intense era of social, political, and technological changes. Protest marches, lifestyle experimentation, and social role reinvention became hallmarks of Boomer youth, a movement full of fervor, fun, and fantastical ideas about reorganizing society and culture.

Quantitative Research Supports Generational Theory

Even before I became fully aware of Mannheim's theories, and as I was finishing the first draft of Marketing to Leading-Edge Baby Boomers in 2002, I was convinced that Baby Boomers had substantial generational affinity influenced by extraordinary turmoil during our youth, buttressed by a mass-market advertising industry that had targeted us since we were in diapers. 

But I had no quantitative evidence, other than the insights I have gained since 1978 from creating myriad successful advertising and promotional campaigns targeting Boomers.  

The Pew Research Center conducted a national survey from March 10 through April 15, 2015. Researchers studied 3,147 adults who are part of their American Trends Panel, "a nationally representative sample of randomly selected U.S. adults surveyed online and by mail."

Pew's study concluded that Baby Boomers have the most pervasive sense of generational identification when compared with four other living generations: The Greatest Generation, the Silent Generation, Generation X, and Millennials or Generation Y. Pew concluded: "Fully 79% of those born between 1946 and 1964, the widely used age range of this generation, identify as Boomers. That is by far the strongest identification with a generational name of any cohort."

Not only do the majority of Boomers identify with their generational label, 70 percent also feel that their assigned generational label applies to them "very well (31 percent) or fairly well (39 percent)."

Research evidence suggests that shared generational values formed during external conflicts and cultural turmoil do not perish with time passing; rather, the sociological phenomena typical of Boomer youth are finding newer ways of manifestation as the generation ages. Shared generational values can also be thought of as "collective mentalities" or "dominant ways of thinking."

How can marketers tap into the powerful influence of generational values? 

One method is to employ nostalgic memories creatively, and this has been done successfully by a number of international companies, including Subaru, GE healthymagination, and Fidelity Investments. 

Here's how Volkswagen recently delivered a nostalgic advertising message targeting Boomers for its People First Warranty: 

This ad scored an 85 percent positive "sentiment rating" on iSpot.tv. 

Another method is to examine topical issues confronting members of the generation today, such as possible exposure to the hepatitis C virus infection. Gilead Sciences directly addressed Boomers in the following commercial: 

Also ranking high for viewer reception, this ad scored an 82 percent positive "sentiment rating" on iSpot.tv. 

Whichever method advertisers use to attract attention and instill positive brand impressions with Boomers, it is critical that creative directors and copywriters understand subtleties and nuances of what it means to have reached adulthood during the Vietnam War era.

Like all generations, we retain positive memories of our youthful years and struggles. Like all generations, we have contemporary needs, wants, and concerns unique to our generational journey.

Appropriated vs. Acquired Memories

Generational theory recognizes that memories we appropriate from other generations — meaning those memories we experience vicariously through stories shared by members of older generations and historical media — are not as powerful as memories we acquire through personal experiences during adolescence and young adulthood.

Picket fence behind "grassy knoll" where alleged second Kennedy assassin hid and fired.

To members of younger generations, the assassination of President John F. Kennedy represents an abstract lesson from history; to leading-edge Boomers, the killing of this president remains vivid and enduring. Every one of us born before 1957 remembers that fateful day — exactly where we were when we heard the shocking news. America changed, and the Boomer generation lost much of its innocence and trust. Kennedy's assassination persists today in our collective psyche.

To members of other generations, the Woodstock Music & Art Fair may sometimes be seen as a hackneyed cliche. To Boomers, the festival represents a time and place when everything changed in dramatic ways, whether or not as individuals we attended.

To members of other generations, being at risk for infection with Hep C may represent a moral failing of too much "free love." To Boomers, the possibility of being infected hearkens back to memories of long-lost lovers when "making love" was not seen as something awful but rather natural. 

The inexorable journey of contemporary aging includes novel opportunities to reach and motivate Boomers+ through TV advertising that rings insightful, authentic, and compelling.

Dr. Mark Crooks, A 57-Year Cancer Survivor, A Life Dedicated to Showing Adults How to Age Well

Brent Green has written and published a biographical novel inspired by Dr. Mark Crooks, his long-time friend and fitness mentor, entitled: WARRIOR: The Life and Lessons of a Man Who Beat Cancer for 57 Years. His buddy died ten years ago, on July 8, 2010, and this is Brent's tribute to Mark and his lasting impact. 

Mark Crooks, PhD, an exercise physiologist, sports psychologist, fitness pioneer and daredevil, risked everything to survive five bouts of cancer spanning 57 years. 

The stony truck driver was exhausted following his overnight drive from Chicago to Kansas City. He had kept himself awake by drinking a thermos full of coffee and taking several No-Doz. His eyes burned from staring at dark, isolated highways. Even morning chatter on his radio did not perk him up for the final leg of his long haul to Salina, Kansas.

His eighteen-wheeler raced across the Paseo Bridge spanning the Missouri River. The weary driver ignored a crudely hand-lettered sign held by one of Dr. Mark Crooks’ assistants. The sign demanded: Slow Down, Jumper Ahead.

A warning sign about a jumper threatening to hurl himself into the angry Missouri should have been sufficient to cause any alert driver to pause. But the trucker could only think about the number of miles he must still drive to finish a tough haul to Salina. At that moment, he didn’t care if another idiot might be threatening a suicide jump.

Focused on the river below, Dr. Crooks stood outside the guardrail at the apex of the bridge, the roiling river ten stories below — the distance to impact easily sufficient to break his back and end his life. Several nearby assistants grasped the situation, understanding that this eighteen-wheeler would throw off sufficient wind draft to push the fitness expert out of a carefully practiced vertical pose and force an awkward angle that could snap his back. The truck’s diesel engine issued a throaty rumble, but Mark could not hear anyone’s warnings not to jump.

Instead, he gazed into the choppy, brown water below, envisioning his carefully selected landing spot, a deep gulch running through the river bed where his scuba diving surveillance mission had discovered this place of optimum depth, free from impaling junk. At six-foot-four inches tall and 215 pounds of sculpted muscle, he stood on the bridge ledge above the river as if a Greek god surveying the Aegean Sea from mighty cliffs of weathered limestone. He wore a midnight-black diver’s suit, which might offer some insulation upon impact, perhaps binding his anatomy together as the force of water, hard as concrete, made contact with his feet.

Mark’s intractable goal was to leap from the bridge and will himself into a perfect vertical posture soon after reaching the apex of trajectory. Then he would press his arms to his side so that they would not be dislocated or broken at impact. If his calculations were correct, buttressed by six months of dogged preparation, he would slide into the water without damaging himself, being the first human not to die by a jump from this precarious location. His focus had become so intense to have rendered awareness of impending danger irrelevant.

With three full breaths to oxygenate his system and prepare for the plunge, he pulled his arms behind him as if an artistic highdiver and leapt. The errant trucker rumbled by Mark’s jump location at forty-five miles an hour — five-miles an hour above the speed limit. The draft off the truck flung small rocks and paper liter behind it, and gusts caught Mark’s back as he reached jump apogee, pushing him head first into an uncontrolled, awkward freefall. His assistants gasped as they watched Mark cascade downward, his legs and arms flailing to return his body to a vertical posture.

Will Tests Life.

At the beginning of my second year of graduate school at the University of Kansas, several students and I were visiting a professor at her home. Her boyfriend stopped by, a man of imposing stature. At six-foot-four-inches and with a chiseled jaw, Mark appeared to be a stereotypical jock, albeit one who could have also posed as a male fashion model. I learned that he was a PhD candidate seeking double degrees in sports psychology and exercise physiology.

Mark’s extraordinary fitness and friendly nature caused me to confess that I was then having concerns about my health. By the early 1970s, the connections between cigarette smoking and cancer were gaining wider acceptance in spite of persistent denials by tobacco companies. I knew my long-term health was on the line. Mark invited me to go jogging with him and though hesitant I accepted.

The next Saturday we ran in a city park in Lawrence, and at first I kept pace, being young and lean. But as the miles stretched out, Mark’s graceful stride left me in the background. He jogged effortlessly ahead in the distance. Because health was what I wanted more than anything after a childhood of illness, I quit smoking four days later, on September 14, 1973, an auspicious occasion more important to me than my birthday. Mark never scolded or lectured me about smoking but caused me to seek health because of his example.

As our friendship grew, I discovered that he also had confronted severe illnesses in childhood but to a degree far greater than my own tribulations. When he was an infant and living with his mother in Mexico City, relentless intestinal bleeding threatened his life; but his mother persevered until she found a physician with knowledge of nutrition who prescribed a life-saving diet of soy instead of cow’s milk.

When Mark was two, he suffered from severe sinus infections, and a then-experimental therapy involved X-ray radiation. By today’s standards, Mark received an unfiltered radiation overdose fifty times what's recommended for an adult, predisposing him to cancer.

When he was eight, a tumor appeared on the left side of his neck; the diagnosis: neurogenic sarcoma. Surgeons removed muscle, lymph and nerve tissue, including the sternoclydomastoid muscle, which is responsible for assisting with head and neck rotation. Instead of becoming handicapped relative to his peers, Mark tenaciously worked out, played football, and ran in track while in high school, earning letters in both sports.

Because he had lost muscle tissue on his left side, throwing his physical symmetry out of balance, Mark also became committed to resistance training until he built himself up to the physical stature I first witnessed at my professor’s house. He joined the marines after high school, surviving the mental and physical ordeals of three months of training at Parris Island, South Carolina: “the ultimate rite of passage into manhood.” He also wanted to dispatch a lingering threat of cancer’s metastasis.

Mark may be the only marine in history who was also a pre-induction cancer patient, enduring rigorous training at Parris Island while receiving an Honorable Discharge after three years of service. In the Marine Corps, he also learned to love running since new recruits ran everywhere as they fulfilled daily duties.

Mark worked tenaciously to get his PhD, and discoveries during his education, as well as life experiences, became the foundation of his book entitled Achieving Wellness through Risk Taking. This book preceded many of the health and fitness trends of the 1980s and articulated now-commonplace ideas about nutrition and fitness. His premise is set forth in the book title: human beings can achieve greater states of health by taking measured risks.

While working as a health consultant in the late 1970s and early 1980s, Mark performed a number of experiments to test his own physical and psychological endurance, as well as to demonstrate principles set forth in his book. The feat of greatest impact to me was his jump from ten stories off the Paseo Street Bridge in Kansas City, into the swirling Missouri River below.

Mark prepared for months, enlisting support from scientific and medical advisors. The physical challenge for him was to enter the water vertically. Since the upper half of the human body weighs more than the lower half, the body has a tendency to tumble forward when falling from great heights.

If he did not hit the water exactly upright, he risked breaking his back. Several tortured people had already committed suicide from the location of his jump. Mark spent many weekends jumping from successively higher cliffs in the Missouri Ozarks until he perfected ways to achieve vertical orientation in midair.

Practice did make perfect, and, after making mid-jump corrections due to draft from the passing eighteen-wheeler, he landed artistically, making a small splash and emerging from the depths of the muddy river unscathed.

On another harrowing adventure of five days duration, Mark swam and floated from Kansas City, Kansas, to St. Louis, Missouri, in the Missouri River. Not only did he encounter man-made dangers, such as fishing lines and barges threatening to pull him into their wake, he also struggled with severe hypothermia since the muddy river relentlessly sucked away body heat.

I understood these experiments as true testimonials to the power of mind over body. Their enactment stood as a metaphor for Eros, the life force.

Mark didn’t choose to live in a safe, predictable groove; his early encounters with mortality caused him to stare death in the face — by his accounting — thirty-nine times. To Mark and many people lucid about the exigencies of mortal existence, this aggressive, gentle man chose to challenge life on his terms.

In 1992, Mark called me to let me know that the area around his Adam’s apple had swollen twelve times normal size. The diagnosis of thyroid cancer, undoubtedly a residual of his overdose of X-ray radiation, did not bend his knees for more than two days. Surgeons removed the cancerous gland, and forty-eight hours later Mark ran 2 ½ miles through wooded trails around his home. Again, this aggressive activity wasn’t rash; Mark had prepared with weeks of conditioning for the surgery and rapid return to extreme activity.

Mark called me nine years later to tell me that while running his usual path he felt tightness in his chest. He finished the four-mile run but continued wheezing and coughing over the next few weeks. One day while running he coughed and tasted blood. After a carousel of medical tests, surgeons recommended evasive surgery to remove a cancerous egg-shaped tumor.

Mark spent six weeks getting into peak condition for one of the most difficult and painful surgeries imaginable. The week following his operation was excruciating; removal of his left lung also required breaking ribs.

As he told me, “Getting to the bathroom was like running a marathon (and I refused to use a bedpan). Tubes hung from everywhere: a venous line, an arterial line, a needle in my low back delivering titrated morphine, an oxygen tube in my nose, and drainage tubes under my left armpit.”

Mark reflected on the irony of his own medical history: “I have never smoked, and I avoid others who smoke. I was a running pioneer, doing it way before it became a social norm. I could not rationalize this happening to me. I had crafted my body into 215 lbs of toughness, and this was not part of the plan.”

Nevertheless, Mark struggled out of his bed, where it was so much easier to lay anesthetized by pain medications, and began to fight At first he walked hesitantly. Then he set physical goals. His one-year post-operative celebration included running three miles nonstop. His goal for the next year was to run four miles nonstop, which again he accomplished. Then he ran three miles in thirty minutes.

Mark believed his survival through so many adversities was due to a determined effort that never waned. “It comes from winning all those little confrontations with oneself. Once I’m standing on a treadmill, I know that I have won. This is how I survive.”

Getting old isn't part of the plan for many Baby Boomers, a generation noted for its youth-seeking character. But the human condition demands that we age, and we have two fundamental choices for how we do it: to surrender to aging, allowing the body to unravel with the mind and spirit; or to confront and fight aging, as was the path of Dr. Mark Crooks, who faced the diseases and accidents of aging long before his contemporaries.

In November 2009, Mark learned that lesions had appeared in his liver. Resolute as always, he began exploring how he might receive a liver transplant. Medical policies required that patients be declared cancer free for at least five years before a transplant could be scheduled.

When it became clear to Mark that this would be his final confrontation with Thanatos, he accepted his fate and continued exercising in whatever form he could manage, even pushing an IV cart in front of him as he circumnavigated a hospital floor. He never stopped challenging himself until one week before his death — a week spent in the Kansas City Hospice. He died on July 8, 2010.

What have I learned about aging from Mark? Any excuse not to stay in the best shape possible is insufficient. Any excuse not to keep setting and fighting for goals is inadequate.

Life is a test of will demanding that we make conscious daily choices to prevail and thrive. Mark’s approach to living is also an optimistic metaphor for a generation getting older and coming to represent societal conceptions of the aging process.

We can choose Thanatos and allow our bodies to perish due to sloth and gluttony, bad habits and dependencies, or we can choose Eros and get in shape physically and mentally, redefining the meaning of aging. We can confront media forces aimed at tearing apart aging spirits and demonstrate that this generation is not narcissistic, self-absorbed, fatuous, or any other condescending label.

To the media and to ourselves, we can resurrect an aphorism from our youth: “Hell no, we won’t go.” Against all odds, we won’t go passively to Thanatos. We will go on.

Enjoy an intense and uplifting story inspired by Mark's life through Brent Green's biographical novel, Warrior, which focuses on the protagonist's steadfast commitment to health and fitness while fighting cancer for 57 years. 

Click on this link to order your copy of Warrior on Amazon.

All photos and videos, Copyright 2020, Brent Green. All rights reserved.

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What Vincent van Gogh Can Teach Boomers (and everyone else) about Failure

Waking from a fitful dream, he struggled out of bed and stumbled to a barred window. From this perspective in the asylum, he beheld a clear night, a large morning star enchanting him. The sight of stars always inspired him. Just as we take a train from Paris to Amsterdam, he thought, we take death to go to a star.

About a year later, he died from a self-inflicted gunshot wound to the chest. He was 37 years old.

Life started more hopefully for him. He was son of a country minister who valued education. He memorized more than three-fourths of the Bible. As a young man, he lived in Paris and worked for his uncle who was a successful art dealer. He learned and mastered four languages.

He also fell deeply in love with his landlady’s daughter, who rejected him in favor of another. This rejection devastated him and led to his being fired from his uncle’s gallery.

He decided to follow his father’s footsteps and devote his life to God. Preachers being punished by the Methodist Church were often sent off to southern Belgium to coalmining territories where retched conditions prevailed. He volunteered for this assignment, finding special inspiration working with the poor and oppressed. He was quite effective as a spiritual counselor, and the miners nicknamed him “Christ of the Coal Mines.”

Church leaders did not see him as an asset but rather as undignified, so they fired him. Again, he sought refuge in his family and even became captivated by his widowed cousin, Kate. He declared his love for her, which Kate and her parents found repulsive.

Finally, he decided to dedicate the rest of his life to pursuing art. His younger brother saw potential in his paintings and agreed to support him with a monthly stipend. An art dealer, his brother believed the older brother’s paintings might sell in Paris.

During the next ten years, he moved around Europe while befriending artist peers. He started an artist’s union in a town near Paris where notable artists visited and painted with him.

The stipend his brother, Theo, gave him was adequate for living expenses but not for models, canvases, and expensive oil paints. He often lived solely on coffee, cigarettes, bread, and the psychedelic liqueur absinthe. He had a habit of putting his paintbrushes in his mouth, exposing him to lead poisoning. He also sipped turpentine from time to time.

These horrible health practices and the hallucinogenic effects of absinthe contributed to occasional spells of madness and thus the asylum that I described at the beginning of this story.

Yet he worked at a feverish pace. He wrote, “The power of work is a second youth.”

During ten years of prodigious output, he created over 2,100 paintings. Yet he did not gain the favor of rich art collectors. People in the town where he lived treated him viciously and even signed a petition asking government officials for his removal.

During this decade of frenetic work, his younger brother was only able to sell a single painting for the equivalent of $2,300 today.

Vincent van Gogh, who preferred to sign his paintings with just Vincent, felt despondent, lonely, and rejected for most of his adult life. He shot himself in the chest as a final act of self-loathing, although he did not successfully kill himself outright. He died two days later in the arms of his devoted brother, Theo.

Today, we view Vincent as one of the greatest artists of the twentieth century. The 1889 painting inspired by the clear night while he was in an asylum became known as “The Starry Night” and is housed at the Museum of Modern Art in New York. His painting called “Irises” sold for $54 million dollars at auction. Another painting, a portrait of a doctor who cared for him in the asylum, sold for $83 million dollars.

Vincent’s story can be a lesson for all of us. He went to his grave seeing himself as a loser. He felt unloved, misunderstood, and rejected by all but his younger brother.

Most of us experience some of the pain that followed Vincent through his life. Maybe we fail to achieve our most private dream. Or we lose in love. Or we feel misunderstood. These feelings are part of the human experience.

Vincent’s story teaches us that in the end we may never know the full scope of our impact on the world. Our total influence may emerge after we are gone.

Next time things don’t work out, remember Vincent, an asylum and a painting called “The Starry Night.” It is a priceless masterpiece and one enduring legacy of a downtrodden and defeated man who created the work.