Featured Post from Retire with Equity

What’s Your Brand, Boomer?

Tips on avoiding the brand trap of aging and crafting your identity at 60+

Jul 3, 2025

5 min

Sue Pimento

Picture this: a group of women in their 50s and 60s who've collectively decided to stop caring about chin hairs, laundry schedules, and everyone else's opinions. Sound liberating? It should. The New York Times recently profiled Melani Sanders, founder of the "We Do Not Care Club"—a crew of perimenopausal and menopausal women living by one fabulous rule: NO RULES!


Their motto might as well be "Chin Hair, Laundry, Your Opinion: We Don't Care."


While targeted at a younger demographic, the spirit of this movement resonates loudly among retirees, especially those dancing into their 70s and 80s, with less concern for public opinion and a greater commitment to living life to the fullest. But here's the thing—this "liberation" isn't just about attitude. There's actual neuroscience behind why we become more authentic versions of ourselves (and sometimes more blunt) as we age.


Brain Aging & Inhibitory Control


Let’s start with the science before we move into sass.


Frontal lobe shrinkage: Researchers, including Stephanie Wong, a Research Fellow and Clinical Neuropsychologist, are studying how changes in the brain impact inhibitory control and social cognition as we age. Research shows that as we age, the prefrontal cortex—the brain’s internal social bouncer—begins to shrink. That means less inhibition, more "Oops, did I say that out loud?" moments.


Inhibition deficits: Research published in the APA Journal of Neuropsychology shows that older adults find it more challenging to ignore distractions or hold back their impulses. Tasks like "stop-signal" tests reveal a clear decline in impulse control. Disinhibition causes behaviour shifts. Sometimes charming, sometimes awkward. If it's just being unusually honest, that’s one thing. If it's full-on undressing in the produce aisle, it might be time to see a doctor. Particularly with frontotemporal dementia, disinhibition can be a serious warning sign.


Emotional Wisdom: Who Cares?


Here’s the upgrade part of aging:

• Less shame, more self-acceptance. Turns out, as you get older, you care less if Karen from yoga thinks you talk too much.

• Socioemotional selectivity theory. As we become aware that time is limited, we stop pretending. Why waste valuable hours pretending to enjoy kale chips or dull book clubs?


When to Be Concerned

• Normal aging: Some verbal slips, occasional public flatulence, and quirky jokes.

• Red flags: Rude outbursts, memory lapses, risky behaviour, and dramatic personality shifts. That might signal more than "aging into your truth."

• Impulsivity warning: High impulsivity in older adults can sometimes be associated with early-stage cognitive decline. When uncertain, discuss it—preferably with a professional.


TL;DR

• Physical: Brain shrinkage leads to fewer filters.

• Emotional: Less time means less pretending.

• Caution: Disinhibition and cognitive issues suggest it's time for a check-up.


Crafting Your Identity After 60 (Before Someone Else Does It for You)

Let’s be honest: You already have a brand. Even if you never wrote a tagline or hired a designer, your brand is what people whisper (or shout) about you when you leave the room.

It’s how you show up, how you age, and whether you become known as:


"The Cranky Codger Complaining About the Price of Lettuce"

or

"The Glamorous Grandma with a TikTok Following."


If you don’t brand yourself, trust me—someone else will. And they might not be as flattering.


The Branding Trap of Aging

Aging often loosens the filter and tightens the waistband. That’s just biology. But if we’re going to become more blunt, forgetful, and comfortable saying whatever pops into our head, shouldn’t we decide who we want to be first?


Instead of becoming The Know-It-All, The Debbie Downer, or The Hovering Grandparent, why not become:


• The Mentor

• The Lifelong Learner

• The Sexy Sensei with Killer Dance Moves


And let’s not forget: most of us swore we’d never become our parents. Spoiler alert: unless you act intentionally, you’re heading in that direction, with even worse tech skills.


Timing Is Everything (And Also Totally Forgiving)

The best time to plant a tree? 30 years ago. The second best? Right after you finish this blog, brush Dorito dust off your fingers, and take action.


It’s never too early or too late to develop your personal brand. Think of it as building compound interest, but for your character.


Start now before you need a doctor’s note for skinny jeans.



Build a Brand That Outlasts Your Wi-Fi Password

The goal? Shape a brand that becomes your legacy. Something grandkids remember, communities admire, and mirrors reflect with pride.

I’m aiming for Hip, Fit & Financially Free. That means:

• Eating like I care

• Moving daily

• Sleeping like it’s my side hustle

• Managing money like I want it to stick around

• And fiercely guarding my energy from sugar crashes and toxic people


Avoid These Unintentional "Elder Brands"

• The Cranky Codger: Complains constantly, hates oat milk, gives paper cuts with sarcasm.

• The Sweet Old Lady: Harmless and charming—and almost invisible. So sweet, she could give you cavities. Stands for nothing, falls for everything.

• The Know-It-All: Believes Google exists solely to confirm their opinions.

• The Nona/Nono: Helicopter grandparenting, over-involved, uses spit to clean your face in public.


Attract These Brands Instead:

1. Glammy or Glampa

2. Wise Old Owl

3. Sexy Sensei

4. Unstoppable Opa


Tips for Maintaining Youth in Mind, Body & Spirit

1. Hang out with younger people—use their slang, apps, and playlists.

2. Volunteer—Gratitude is more effective than Botox.

3. Mentor—your wisdom is not meant for hoarding.

4. Move every day—your joints might protest now, but they'll thank you later.

5. Protect your energy—eat healthy, sleep well, say no to nonsense.

6. Be mindful of your screen time—doomscrolling drains your spirit.

7. Keep learning—new languages, new tech, and new ways to be awesome.


Legacy is the Long Game

You don’t need to run marathons at 85 (though if you do, I’ll cheer wildly). But you should ask: "How do I want to be remembered?"


Learn Italian at age 70. Take a gap year at 65. Get an MBA at 69 (worked for me!). Write your eulogy and then live it.


Age isn’t a liability. It’s your proof of resilience. Now’s your opportunity to demonstrate that to the world.


So, what’s your brand, Boomer? Because like it or not, you’ve got one. It’s showing up in every family dinner, work Zoom, golf game, and passive-aggressive Facebook post. The only question is — did you choose it… or did you just inherit the ‘We Do Not Care Club’ starter pack?  


Maybe we don't care about chin hair, laundry, or your opinion — but we do care about how we’re remembered. That’s your real brand, Boomer. So, you can either define it — or let your grandkids do it for you… and trust me, they’ve already got the group chat ready!


So go ahead. Print those business cards that say something fabulous. Brand Strategy at Any Age: Intend it. Live it. Leave it behind.  Stay hip. Stay fit. Stay financially free. And stay tuned. There’s more coming next week.  Spoiler: There will be laugh lines and a squat rack.


Don’t Retire … Re-Wire!


Sue



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Sue Pimento

Sue Pimento

Founder | CEO

Focused on financial literacy and retirement strategies. Authoring new book on home equity strategies to help seniors find financial freedom

Pension ReformInterest RatesHome EquityMortgagesReverse Mortgages

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Say you're 70 and you take out a $200,000 reverse mortgage at Bloom's lifetime rate of 6.69%. Over 20 years, with compounding interest and no payments, you'd owe approximately $724,000. Now, if you took out a traditional reverse mortgage at 6.54% over those same 20 years (not including rate hikes, though they're likely), you'd owe approximately $707,000. That's a $17,000 difference — not a high price to pay for lifelong comfort. But There Are Trade-Offs The early-exit penalties are steep: · 8% in year one · Decreasing until year five · Then three months' interest thereafter Penalties are waived if you downsize, move to assisted living, or pass away. But if you leave for other reasons? You're responsible for the costs. Translation: Only select this reverse mortgage product if you genuinely plan to stay put. Zooming Out: The Full Menu of Equity Options This lifetime reverse mortgage is just one tool in a broad (and expanding) equity-release toolkit. Others include: ADUs (Accessory Dwelling Units): Build a suite, rent it out, house a caregiver, or create multigenerational living. Offers independence and income potential. Downsizing: The classic move. Big house to small house to building a solid cash cushion. Emotionally complex, financially empowering. HELOCs (Home Equity Lines of Credit): Offer flexible, interest-only repayment options. Manulife One: The Swiss Army knife of HELOCs. Perfect for disciplined retirees. HESA (Home Equity Sharing Agreements): No payments or interest — you exchange future house appreciation for cash today. Traditional Reverse Mortgages: Similar to Bloom in structure but without the lifetime rate. And yes — boomers have more equity-access options than any generation in Canadian history. Not arrogance. Just facts. And increasingly relevant ones. Research shows that 91% of older adults in Canada prefer to age at home rather than move to an institution, with 92.1% of Canadian seniors currently living in private dwellings in the community. Honest Questions to Ask Yourself Before Signing for Any Type of Loan Wondering if you should take the leap?  Before you even consider signing anything, pour yourself something warm (or stronger) and ask a few honest questions. · Am I emotionally ready, or just tired of worrying about money? · Am I genuinely content to remain in this home forever, or am I romanticizing the past? · Where are interest rates heading — and how will that affect my comfort level? · What exactly do I need cash flow for — income, essentials, opportunities, legacy, or "finally something for ME"? · Have I thought about how this decision might affect my children and inheritance? · What future choices could this create — or prevent? · And the biggest question of all: if Plan A fails, is Plan B truly realistic… or just wearing yoga pants and pretending? Because here's the real truth: the happiest retirees aren't the ones who got lucky — they're the ones who used their luck with purpose, timing, and emotional clarity. Bloom's lifetime reverse mortgage isn't a miracle cure, nor is it a trap. It's simply one tool — and for the right person, it provides emotional stability and financial predictability. Here's What Matters Before you sign for a reverse mortgage, HELOCs, or anything else with an acronym and a sales commission attached, here's my professional advice: Get the full picture so you can make decisions that truly work for your life — not merely to meet someone else's sales quota.  The "best" financial move isn't the one that appears impressive on a spreadsheet. It's the one that allows you to sleep peacefully at night. The one that grounds you emotionally and supports you financially. Retirement isn't the end of the story. It's the chapter where you finally get to blend strategy with self-awareness, confidence with clarity, and luck with a bit of laughter. And if life insists on being unpredictable? Then outsmart it, outlaugh it, and choose the equity tools that help your future self say, "Nice move." Love, Aunt Equity" aka Sue "Don't Retire… ReWire!!!" Want to become an expert on serving the senior demographic? Just message me to be notified about the next opportunity to become a "Certified Equity Advocate" — mastering solution-based advising that transforms how you work with Canada's fastest-growing client segment.

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