With all due respect to millennials and Gen Z’ers and their fair, youthful glow, there’s a whole population out there that’s tired of them hogging the conversation. Specifically, the midlife lot, many of whom feel that they’re in the prime of their lives, even more so than they were in their 20s and 30s. Two of them, Alisa Volkman and Pilar Guzmán, both former editors and journalists, are at work completely rebranding middle age as a club you want to be a part of. Literally.
“There’s such bad and antiquated messaging around midlife,” says Volkman, over mint tea at The Odeon in Tribeca earlier this month, just before the coronavirus realities took hold across the country and, in particular, shut down almost all of New York. “AARP is still a market leader. Most people dread turning 40. There’s a huge market around weddings, then babies, then teenagers, then parenting. Then after parenting, it’s death.
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