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



Connect with:
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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Life Hacks in Retirement: Strategies for Aging Well

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Japan boasts: • One of the highest household savings rates at 23% (OECD, 2023) • Low household debt per capita (World Bank) • The lowest personal bankruptcy rate in the developed world (IMF Report) • And a whopping 74% of households follow this practice (Nikkei Asia, 2021) Maybe they’ve discovered the ultimate money hack: give the money to the person most likely to use spreadsheets recreationally. But you don’t need a spouse or a sushi habit to save big. Whether you're solo or shacked up, a homeowner or a renter, here are some effectively universal money-saving tips. Everyday Money-Saving Hacks: • Cut the Hidden Fees: Banking, streaming, delivery apps—if you’re not actively using them, cancel or deactivate. Your wallet will thank you. Read your bank and investment statements carefully, as if they were love letters from your money. That $3 “maintenance fee”? 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Ignoring Recovery: If you can’t walk after leg day, you’re doing it wrong—stretch, hydrate, nap. Repeat. 5. All-or-Nothing Thinking: Missing one workout doesn’t mean the week’s a write-off. Perfection is the enemy of progress. 6. Comparing Yourself to 30-Year-Olds on Instagram: Just… don’t. Unless you want to feel bad in high def. 7. Try "Fitness Snacking" Squats while the kettle boils. Do wall push-ups before brushing your teeth. Have a dance break during Jeopardy. Movement matters. 8. Stretch Before Bed Nightly stretches improve sleep and help you wake up feeling refreshed. It’s five minutes that pay dividends. Emotional Hacks: Mindset Is Your Muscle This is the part they don’t teach in school—or even in yoga class. Emotional health is what sustains you when the stock market tanks, your golf swing falters, or the kids “forget” to call. Emotional Hacks to Try 1. Upgrade Your Self-Talk: You hear your voice more than anyone else’s. Make it kind. Make it constructive. 2. Be Your Own Biggest Fan: Self-love isn’t arrogance. It’s survival. 3. Treat Yourself Like a Dear Friend: Would you tell your best friend she’s lazy, useless, and past her prime? No? Then stop saying it to yourself. 4. Forgiveness: Begin with yourself. Write that forgiveness letter, see a therapist, cry it out. Let go. No one leaves here flawless. 5. Basic Self-Care: Feed your body with wholesome food, ensure proper rest, and maintain regular grooming. Yes, plucking your chin counts. 6. Gratitude: morning and night. Focus on one thing you’re grateful for each day. It’s better than Botox. 7. Practice "Mental Hygiene" meditation, journaling, or a walk without your phone. It's like flossing for your nervous system. 8. Try Five-Minute Journaling: “What made me smile today?” “What felt hard?” “What do I want more of tomorrow?” Answer honestly—no grammar police. Emotional Traps to Avoid 1. Negative Self-Talk: There is zero upside. Science backs this up—positive self-talk improves performance and wellbeing. Try this: “Today wasn’t my best. I was tired and snappy. I’ll apologize and do better tomorrow.” or “I know I can do this. I need to practice and be patient with myself.” 2. Not Making Yourself a Priority: The oxygen mask rule is absolute. If you don’t take care of yourself, you can’t help anyone else. 3. Self-Medicating with Booze, Bingeing, or Buying: Feel the feelings. Don’t dodge them with Chardonnay or Amazon. 4. Righteousness Addiction: Would you rather be right or be happy? Being “right” is expensive—emotionally, physically, and energetically. 5. All-or-Nothing Perfectionism: Perfection is a myth—and frankly, a boring one. Flaws are where the fun and growth live. 6. Regret. Let’s face it, regrets are a part of life. The trick is not to dwell on them. Don’t store them in Samsonite to pull out whenever we want to beat ourselves up! Ever notice that the windshield on your car is much bigger than the rearview mirror? Read that again. The Social Capital Audit You are more than your RRSP and Fitbit stats. What do you bring to the table? Your kindness? Humour? Lived wisdom? A killer lemon loaf? Whatever it is—own it. Hone it. Make it your signature. Whether you’re the neighbourhood listener, laughter-bringer, or human glue-stick, your contribution matters. What Are You Proud Of… and Is It Still Serving You? Maybe once upon a time, you were known for your hair, your legs, your singing voice, or your abs of yesteryear. But here's the truth: gravity always wins. And that’s not failure—it’s biology. So if you’re still starting sentences with “Back in my day…”, you might be overdue for a mindset update. Choose something new to feel proud of now: your resilience, your sense of humour, your garden, or your ability to FaceTime your grandkid without accidentally hanging up.  Adjust the metric. Celebrate the upgrade. 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9 min

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Lately, headlines are full of talk about inflation — a response to the economy and the looming tariffs. I’ve experienced many inflationary periods, but it feels different in retirement. When I was earning a paycheque, inflation was just an annoyance, something I needed to pay attention to and maybe buy a cheaper cut of steak. Now, as someone on a “fixed income,” it feels like a real threat. Recently, Ben McCabe, CEO of Bloom Financial, appeared on Breakfast Television and delivered a truth bomb: “We’re approaching a perfect storm. Longer life expectancy, fewer defined benefit pensions, and rising inflation.”  Well, that storm has arrived — and it’s inflating more than just prices. It’s also expanding our waistlines, prescription lists, and emotional baggage. Inflation, at its core, means “the condition of being inflated.” And it turns out that definition applies to more than the grocery bill. So, grab a cup of green tea (or a celery stick if you’re feeling virtuous). Let’s explore the three sneaky forms of inflation threatening your retirement — and what you can do about them. This blog will appeal to individuals who have retired or aspire to retire in the future. Let’s light this candle! 1. Financial Inflation: The Usual Suspect Let’s start with the obvious: inflation means your money won’t stretch as far as it used to. In 2022, Canada’s Consumer Price Index increased by 6.8% — the highest rise in 40 years. Although it slowed down a bit in 2023, essentials such as food, rent, and fuel continue to grow. Your retirement income might be fixed, but prices definitely aren’t. Retirement Risks from Financial Inflation: • Longer lives mean longer bills. A 65-year-old woman today has a 50% chance of living past 90 years old. That’s over 25 years of expenses. • Vanishing pensions. Defined benefit pensions are disappearing faster than good manners on Twitter. • Healthcare creep. Public healthcare doesn’t cover everything, especially if you want care that wasn’t designed in 1978. As Ben McCabe aptly put it:  “We need to stay healthy so our health span matches our lifespan,” huh?— “otherwise, inflation will affect us through the cost of medications, home care, and long-term care facilities.” What You Can Do: • Review your income sources. Prioritize indexed income sources, such as CPP, OAS, and annuities with COLA (Cost of Living Adjustment) riders. • Use home equity sensibly. If you’re house-rich but cash-poor, consider a reverse mortgage or other equity release products. • Adjust your spending habits. Host themed nights, like “Tuna Tuesdays” — a nostalgic, fun, and budget-friendly option. How to Support Others: • Discuss money matters with kindness. Many retirees feel ashamed of their finances. Show compassion, listen more, talk less. • Bring food, not judgment. A regular Saturday brunch with Sadie can make a significant difference, not just financially. • Foster social connections. Financial stress can cause isolation. Encourage hosting potlucks, card nights, or joining a community group. 2. Physical Inflation: The Expanding Middle Retirement brings more free time… and more room. Waistlines, cholesterol, and prescriptions all seem to rise in tandem. Signs you’re experiencing physical inflation: • Pants that used to be snug are now aspirational • Your Fitbit died months ago — and so did your motivation • Your pharmacy knows you by name... and birthday The bad news? Poor physical health is expensive. Chronic illness can deplete savings faster than a grandchild with your credit card. What You Can Do: • Keep moving. Walk, garden, spin — whatever gets you vertical and vibrant. • Lift weights. Muscle mass starts declining at 40. Resistance training isn’t just for 20-somethings. Strong is the new sexy, pass it on! • Meal plan smart. Grocery inflation peaked at 8.9% — eat better, waste less, save more. Consider shopping daily and buying only the amount of food needed for that day. Your health span should align with your lifespan. Stay strong, stay mobile, and yes, stretching counts — but not if you’re reaching for the TV remote. Inflammation — The Silent Saboteur If inflation is bad, inflammation is worse. Chronic inflammation contributes to: • Heart disease and stroke • Type 2 diabetes • Alzheimer’s disease and brain fog • Arthritis, osteoporosis, and varicose veins • Mood disorders such as anxiety and depression • Certain Cancers Even CNN and Al Jazeera recently reported that Donald Trump was diagnosed with chronic venous insufficiency (CVI) — a common, often overlooked condition among those over 55. Small veins, big problem. (Insert your own “tiny vein, tiny…” joke — I’m staying classy.) Inflammation is the unwelcome guest that never departs. If inflammation had a personality, it would be the dinner guest who drinks all your wine, insults your cat, and brings up politics at dessert. Whether it's fueling joint pain, causing swelling in your ankles, or messing with your metabolism, chronic inflammation is one of the biggest saboteurs of aging gracefully. It often hides in plain sight, presenting itself as: • Low-grade fatigue • Weight gain (especially belly fat) • Mood swings or brain fog • Increased pain and stiffness • Slow healing. What You Can Do: • Eat anti-inflammatory foods, such as leafy greens, whole grains, and healthy fats. Cut out the sugar. • Move each day. Yes, again. It’s that important. • Lower stress to improve sleep. Stress and poor sleep fuel inflammation. • Maintain social and emotional bonds. Loneliness and inflammation are frequently connected — break the link. De-Inflation — The Great Slowdown • So, we’ve discussed inflation... but what about its quieter, sneakier cousin: deflation? • No, not the economic kind. We’re talking about the physical “poof” that occurs when we reach our late 70s and 80s — when the padding diminishes, posture declines, and everything else… well, just seems a little less buoyant. • Suddenly, you’re shrinking. Your weight drops — but not in a sexy, "I’ve been intermittent fasting" kind of way. More like "my pants are falling down and my doctor says I’m 2 inches shorter" sort of vibe. Welcome to the gravitational pull of aging. Signs of De-Inflation: • Pants fit strangely, but not in a bragging way • You’re hunched over as if you’re forever bowing to the Queen • Your arms and legs have that crepey, crinkly look — like tissue paper with a gym membership • And let’s not forget the wrinkles on your face — a stunning topographical map of your life Let’s be honest: gravity always wins. Biology always wins. And yes, our skin thins — insert your own joke about being “thin-skinned” here. But we are not entirely powerless. Here’s How to Push Back (Gently — you don’t want to break a hip): • Check your posture monthly. Have a friend take a quick side photo. Are you upright and confident — or resembling a question mark? • Stretch regularly. Yoga, fascia stretching, and massage can help combat the hunch. • Move intentionally. Gentle strength training and balance exercises can maintain muscle and stability. • Moisturize and hydrate. For your skin, your joints, and your soul. • Celebrate your lines. They’re not “flaws” — they’re proof you’ve felt joy, sorrow, surprise, and a few good martinis. They’re not signs of aging; they’re signs you’ve been living. Remember: frowning only causes more wrinkles. So, smile — or better yet, laugh. Loudly. Often. Preferably at inappropriate moments. Oh — and take my advice on this: never (and I mean never) open your eyes during downward-facing dog. Some things just can’t be unseen. 3. Emotional Inflation: When Grudges Accumulate Like Interest Here’s the sneaky one. Emotional inflation appears as: • Bitterness over who got what in Mom’s will • Inflated egos and “right-titis” (a chronic need to be right) • Replaying 1983 arguments in your head like they’re Oscar contenders. • Giving not-so-nice nicknames to your former coworkers (and using them… publicly) • Keeping a mental spreadsheet of injustices — now colour-coded for quick reference (who says seniors are not tech-savvy?) Here’s the thing: emotional inflation isn’t just about what others have done. It’s also about how we interpret our role in those stories. Ready for a bold idea that can free you from decades of emotional baggage? What if we stopped keeping score and instead focused on how we want to show up in our relationships? What if you chose, intentionally, to be a generous sister, a supportive friend, a gracious parent, or a collaborative co-worker — not because they "deserve it," but because that's who you want to be? It’s not easy. It may require deep breathing and the occasional muttering in the car. However, for those willing, this mental reframe can be a total game-changer. What to do: • Let go. You can’t carry joy and a grudge at the same time — and joy is lighter. Lighten the emotional load. You don’t need to wait for someone to say sorry to feel free. • Choose your character. Think of it as casting yourself in the movie of your life. Be the wise one, the peacemaker, the person who breaks the cycle, not the one still angry about a forgotten birthday in 1996. • Write your own story. Present yourself as the person you want to be, even if others haven’t read the same script. You can’t control other people, but you can control how much space they occupy in your mind (especially if they’re not even paying for snacks). • Reframe your perspective. Instead of keeping score, focus on who you want to be: a generous sibling, a gracious friend, or a person at peace. Let go of the scorekeeping. It rarely results in a tie, and even if you win… You still feel empty. • Define your role. Be the big-hearted sibling, the calm presence, the one who lets go, not the person who stores bitterness in Tupperware containers. • Invest in joy. Dance classes, martinis, laughter — choose your remedy. • Talk it out. Therapy is more affordable than wine-fuelled Facebook rants and far more effective. Take the high road. There’s less traffic and better scenery. You can’t always avoid emotional hurt, but you can avoid living in a constant state of emotional inflation. And trust me, nothing deflates retirement faster than a bloated list of resentments. And if you’re feeling weighed down by the bloat of what life has thrown at you, remember: you can’t control inflation, but you can choose your response. Choose grace over grudges. Choose strength over stagnation. Choose the version of yourself that makes you proud. Because guess what? You’re still becoming who you are. Trust me — it’s better than a juice cleanse and more affordable than therapy. Some people age like fine wine; others age like vinegar. Emotional inflation is the burden you carry that doesn't show on the scale, but it weighs everything down. You can’t rewrite someone else’s story, but you can decide how to present yourself in your own. Taking the high road is less crowded and provides better perspectives. Inflation May Be Inevitable — But Misery? That’s Optional. Inflation has seeped into our lives like glitter at a craft table — impossible to contain and popping up in the most unexpected spots. It’s not just your budget that’s swollen (thanks to blueberries and Botox), but also your belly, your prescription drawer, and — if you’re not careful — your resentment list. But here’s the good news:  While you can’t control how high prices go, how slow your metabolism becomes, or how long Uncle Jerry holds a grudge… You can control your response.  So, here’s your call to calm, intentional, fabulous action: 1. Reclaim your power — in your spending, your body, and your mindset. 2. Choose curiosity instead of crankiness. Move more instead of staying still. Salad rather than salt (well… sometimes). 3. Be the kind of person who ages like disco — a little dramatic, slightly sparkly, and always ready to dance. And if you absolutely must inflate something… make it your sense of humour. Because in the grand game of Retirement Inflation Nation, laughter is your best hedge — and it’s fully indexed to joy. Oh — and if you're wondering whether I practice what I preach: I'm a certified fitness instructor and teach 5 jam-packed fitness classes a week at Canada’s largest gym. Movement isn’t just medicine — it’s music, community, and yes, a fabulous way to earn the right to your next martini. So, take it from someone still riding the rhythm of life — gravity is real, but so is joy. And we’re still dancing under the stars. (Here’s proof from the Coldplay concert — yes, I was the one yelling “Fix You” with both hands in the air and not a single regret.) Keep inflating the things that matter: your laugh lines, your playlist, and your purpose. With love, lunges, and a little glitter, Sue Don’t Retire... Rewire!

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