Category Archives: Social Studies

Don’t Patronize Products that Patronize You

At a time of life when my income is increasingly limited, with a set monthly amount from Social Security, a small pension from my years as a newspaper journalist and whatever I can scratch up from contract work, everyone is pitching me to spend money on stuff I neither want nor need.

The neighborhood newspaper I subscribe to invariably has advertising inserts for pricey senior living buildings that deliver less than what they promise, if my late mother’s experience is any example. The spam calls from people wanting to sell me burial insurance have morphed from being a joke (talk about feeling old!) to merely an annoyance, especially after I’ve told the caller that I plan to be cremated.

But the most egregious examples of unwanted sales pitches are the omnipresent ads in my personal Gmail account. Every time I check email, which is multiple times a day from my iPhone, at least two new “sponsored” emails pop up, many advertising products or experiences I have never purchased or even searched for online.

Recent examples include:

  • An ad for a women’s “three-wheel e-bike” by a manufacturer that clearly views the word “tricycle” as a turnoff, though that’s what it is;
  • A promise of “$5,000 off any trip” from Overseas Adventure Travel, which specializes in expensive luxury group tours, including for solo (read: widowed and well-heeled) travelers;
  • Ads for Eileen Fisher’s “responsibly made” tops that offer “the right mix of comfort and style” — flattering, just-below-the-waist designs meant to hide the thicker midsections women develop after menopause; and
  • Skechers slip-in shoes, all flats, with catchy names like “Classy Cruiser” and “Reggae Slim.” This may be the most practical example of all, given that no woman I know in her 60s wears high heels for any but the most special occasion, and even then, she likely packs her walking shoes in a discreet cloth bag.

Despite living in an Amazon-influenced era, I don’t like to shop online. Plus, I’ve grown increasingly impatient with advertising now that I record the TV shows and women’s basketball games I want to watch precisely so I can zip through the commercials — a shocking number of which are for prescriptions with a litany of scary or smelly side effects.

But that’s not the problem. What disturbs me is advertisers’ assumptions about seniors, which rarely line up with the realities and reflections of my post-career life. Or with the passions, politically fueled anxieties and inevitable physical afflictions that dominate conversations with my friends.

“The public’s perception of aging is . . . antithetical to how most older people feel and what experts in the field know to be true.”

National Center to Reframe Aging

Not all of us want to travel abroad, pamper our pets, fix up our homes (we’re lucky if they’re paid for) or attend cultural events that occur downtown at night. Yet that is what the sponsored ads in my Gmail account push: new windows, cheaper internet, a dinner theater 23 miles away, a Tai Chi walking program that looks laughably slow for a fitness walker who moves 18,000 steps a day.

What I want from Gmail is no ads at all. I’m no one’s target market anymore. Or at least push the products and places I care about: good face cream, artsy earrings and glasses frames, locally owned bookstores and bike shops. By this age, I know what I want and need.

I understand, sort of, how algorithms work. That an ad not just for L.L. Bean but for their fleece-lined bedroom slippers and winter-walking Stabilicers will show up as banner ads on other websites after I’ve scrolled the Bean site for just those items.

So, yes, I get it that many of the sponsored ads in my personal Gmail — which, oddly, never show up in my work-related account — relate to some web search or another. I don’t want an e-trike (at least not yet), but I do read “Bicycling” magazine online. Maybe the ad for shapeless shirt dresses from Maye, a company I’ve never heard of, is there because the algorithm knows I’m 68, an age at which many women have developed enough self-confidence and common sense to prioritize comfort over body-hugging fashion.

Or am I giving the faceless algorithm too much credit?

A recent article titled “Marketing to Seniors,” which promised “transformative insights” into reaching my digital-wary demographic, manages to be both heartwarming and offensive — not unlike the senior-focused ads I see.

  • On the upside: The urge toward “straightforward language” and “offering customer support through phone calls rather than automated messages” strikes me as practical and respectful. Whatever our level of digital savvy, or lack thereof, we Baby Boomers are comfortable and conversant with a telephone.
  • On the downside: The article’s call to feature photos of people “5 to 10 years younger than your target demographic” because “it’s how folks tend to see themselves” may be accurate, I’m sorry to say, but it also is blatantly ageist and emotionally cruel.

Employing younger people to sell products and services to seniors plays on the insecurities and fears of older women, in particular, who for decades have been barraged with the fiction that only youth can be attractive.

Photo by Rosa Rafael on Unsplash

In the United States alone, the beauty industry is expected to garner $106 billion (yes, B for billion) in 2026. And now the folks who are marketing senior housing, flowing clothing and expensive foreign trips are instructed by advertising experts to employ models whose only sign of authentic aging is coiffed white hair.

I’d like people my age — women, especially — to fight ageism by boycotting products that imply growing old is a shameful condition to be hidden and denied. Older Americans Month in May urges us “to recognize the contributions of older adults” and “to raise awareness concerning elder abuse and neglect.” Let’s also grant older people the dignity of portraying us as we are, even if the advertising art directors think their necks will never wrinkle, their eyebrows won’t thin and their thighs will forever remain smooth.

Shopping can stimulate cognitive processes, provide physical benefits, and function as a leisure pursuit that promotes social engagement. 

Comfort Keepers, “Benefits of Shopping for Older Adults

It isn’t that I dislike spending money. I’m as susceptible as anyone to the dopamine fix of treating myself to things and experiences, whether new walking shoes or a weekend getaway. But as I grow older, I am both more philanthropic — if by “philanthropy” you also count generosity with your grown children — and more intentional about where I invest my finite resources.

Age has shifted my priorities and patterns.

I enjoy shopping, especially for groceries, and try to support the shops and restaurants in my neighborhood, especially after seeing several go dark during COVID. Recently I learned that elderly folks (not quite where I am yet) benefit from in-person shopping because it gets them outside, keeps them moving, prods them to make decisions and handle money, and forces interactions with others younger than themselves.

Less need or desire for stuff, an aversion to online shopping and a commitment to supporting my own community all make me a poor target for the products that companies are pitching me online. Except maybe this one: The You Are Enough Co. spammed me with an ad recently for “Dear Person” T-shirts and sweatshirts.

Curious about the concept, I clicked through and learned that You Are Enough aims to boost and normalize mental health awareness through clothing that proclaims to onlookers: “The world needs you” and “You are great.”

I may buy one and gift it to an older woman who needs a reminder that, no matter how much society tries to convince her to hide her age, she is fine just as she is. She’s earned her wear and wrinkles.

Then again, maybe I’ll keep that T-shirt for myself.

ICE Brings a Bitter Chill to Minnesota

Returning home from a dog walk on a bitterly cold Monday afternoon in mid-January, I saw a black GMC pickup truck idling alongside my house in St. Paul. ICE protestor Renée Macklin Good, a mother and poet, already was dead at the hands of the federal government’s armed invaders in Minnesota. We didn’t know yet that multiple agents would kill intensive care nurse Alex Pretti 17 days later — a murder that my younger son accurately described as an execution. In hindsight, we might have predicted it.

I was on edge that chilly day, my scattered thoughts seeking refuge in quotes about how courage means acting in the face of fear.

I paused on the sidewalk, looked over the enormous slush-sprayed truck and eyed the driver with visible disdain. He immediately rolled down the passenger side window and assured me that he was helping to install new windows at a house down the block. Then he jumped out of the vehicle waving his business card to prove he was a sales consultant with Renewal by Andersen windows and not one of those “jokers” grabbing Hispanic, Somali and Hmong residents off the streets, from their workplaces and out of their homes.

I took the man’s card and apologized for my suspicion, although I didn’t feel sorry for a level of caution that has become commonplace in the Twin Cities since masked and armed Immigration and Customs Enforcement (ICE) and Customs and Border Protection agents descended on us in December. “If I ever need new windows,” I told him, “I’ll look you up.”

As I returned to my comfortable, warm home in a middle-class, largely white neighborhood that had not yet witnessed any ICE activity, I thought of a sign I had seen at a protest less than a mile away. “What the government is doing to others, it will eventually do to you,” it read. I can refuse to believe that, or I can get myself prepared.

“No one is coming to save us,” said an organizer from Unidos, a community leadership and empowerment organization, on a Zoom call for some 300 activists in the Twin Cities on January 29. “Only we can save ourselves.”

Nearly two months into Operation Metro Surge, ICE has injected terror and uncertainty into our daily lives. Make no mistake, however: People in the Twin Cities and smaller communities that have been targeted throughout the state are bent but not broken. As was demonstrated in Shine a Light for Minnesota the night Alex Pretti was killed, a hastily assembled initiative to get folks out of their homes with a flashlight or candle to commiserate and reconnect, the historically white population has pulled together for all our neighbors, of all colors and ethnicities.

In an Atlantic article headlined “Minnesota Proved MAGA Wrong,” staff writer Adam Serwer calls it “neighborism.” (Shout out to my Saint Paul City Councilmember, Molly Coleman, for pointing her followers to that piece on Bluesky.)

Looking beyond the well-meaning but ultimately meaningless “thoughts and prayers,” many of us who still feel relatively safe are seeking out concrete actions we can take. Signal chat groups have become a private way to organize laundry brigades, school patrols, food delivery for populations afraid to leave their homes and mutual aid initiatives to drive people of color to and from their jobs.

“We are aching from the consistent and unfathomable violence done by ICE to our communities over the last days, weeks and months,” wrote Our Justice, a reproductive freedom organization, in its appeal to leave donations of diapers, pull-ups and feminine pads at Moon Palace Books. An activist bookseller, Moon Palace was the first business in Minneapolis that I saw spray-painted with “Abolish the Police” after officers killed George Floyd in May 2020.

The website Stand with Minnesota highlights countless ways to contribute. And, as my aging peers and I acknowledge, no one person can do it all. “My volunteerism hours are about maxed out,” I told a young compatriot seeking my participation in yet another worthy cause.

I didn’t get to the peaceful mass protest on Friday, January 23 — the Day of Truth and Freedom that saw many schools and offices closed and businesses shuttered in solidarity with courageous resisters (a word that some prefer to “protesters”). Thousands of people filled the streets of downtown Minneapolis, culminating in a rally at Target Center, an event that Target Corp. itself reportedly took no hand in supporting.

Instead, I rode the Green Line to a tiny protest at the State Capitol the next day, feeling the shockwaves as another murder shook the city. I was there as a favor to a colleague. I was there as a favor to myself. After spending several hours with my 6-month-old grandson, I wanted to do something to ensure our democracy holds for his lifetime. Despite our small numbers in the subzero windchill, we thrilled to the waves and honks from passing vehicles as people acknowledged our good intentions and homemade signs.

How, at 68 years old, can I still be so naïve? As though these tragedies, this reign of terror, could never happen in liberal, peaceful Minnesota, a flyover land whose generous support of parks, libraries and other social services has always been a point of pride. I refused to sing or stand for the National Anthem at the Gophers women’s basketball game the day after Pretti’s murder, a perhaps pointless but determined gesture that many social media friends supported. “We have to take action any way we can these days,” one said.

The searing headlines continue to shock me after weeks of these atrocities, and they should: a Black baby and his family being teargassed, a Hmong American man ripped from his house in his underwear, a 5-year-old Hispanic boy and his father deported to Texas, with false and racist claims that the child’s parents had abandoned him.

Earlier in the occupation, my older son directed me to Instagram as a more authentic resource than traditional media for on-the-ground news. I stumbled upon a provocative video by Black musician and author Andre Henry (“fighting despair in the world,” his bio says). “I’m gonna hold your hand while I say this,” he explains. “But if you’re from the U.S., you’ve always lived in a fascist country.”

Masked ICE agents, one showing a gun, ride through a protest in a large gray vehicle.
ICE agents in St. Paul. Facebook: Jamie Palmquist

Employing a gentle tone, Henry seeks to upend the patriotism of white, middle-class, homeowning Baby Boomers raised to believe in the U.S.A. — those of us who benefited from its biases and exclusions, its rules and norms. “What we’re seeing is not America acting like Nazi Germany,” he says, a comparison I have heard from white neighbors — and voiced myself. “It’s America acting like America.”

I recently heard Dr. Yohuru Williams, a Black Civil Rights scholar, speculate on Minnesota Public Radio whether the outrage would be less widespread if the murder victims in Minneapolis had not been white. Another Instagram reel puts this racially charged moment into context for seemingly well-educated whites whose schools taught no lessons on white oppression. “ICE isn’t just like the Gestapo,” says journalist and videographer Ashley B (“history & headlines — decoded, unfiltered”). “They’re closer to slave catchers. And once that clicks, a lot of people get real uncomfortable real fast.”

“Slave patrols are the history that a lot of white families don’t talk about,” she concludes. Mine certainly never did.

The social media posts become exhausting, overwhelming, though they’re also a ready source of information and inspiration. “I was told today by someone close ‘there’s nothing else I can do but pray,’” a former colleague posted. “I call bullsh*t.” Then she asked people to help her list what “we all can do to make a stand against this occupation in our country.”

My advice was this: “Stay connected to your favorite social justice organizations and take their direction. Volunteer at a food shelf like Keystone Community Services, many of which are now delivering groceries to their clients who feel unsafe coming in. Talk to your activist friends for ideas. If we all do what we can, it will be enough.”

It will be, so long as we embrace activism as a way of life, not a job that will be finished once ICE and border agents exit our communities. “This battle is not just to get rid of ICE,” an organizer at the recent Unidos training said. “We are all committed to building the future and the Minnesota that we deserve.”

Having made my living in journalism and communications, I am following a variety of news sources, networking with friends and neighbors, and staying centered in the sharing of information and ideas.

  • I love to walk and have volunteered to be a patrol at my neighborhood elementary school, which will begin once I complete my “constitutional observer” training through Monarca on February 1.
  • When an ICE agent cased a fourplex that houses University of St. Thomas and Macalester College students three blocks away, I connected a nearby homeowner with the landlord and the university’s chief of staff.
  • I told a friend who sings in her church choir about Singing Resistance, which CNN anchor Anderson Cooper covered during his reporting trip to Minneapolis.

“It takes all sorts of people, a variety of personalities and gifts and skills, to make social justice happen,” writes Rev. Shay McKay in the February newsletter for Unity Church-Unitarian in St. Paul.

I recently reviewed the full meaning of the Starfish Theory and recognized that staying stuck in guilt — because, as I grow older, I have less tolerance for the cold and feel unsafe getting to and from nighttime protests — is wasted energy. “Do What You Can” is the title of Rev. McKay’s essay. Anything less is only an excuse and capitulation.

Age Can Help Us Resist Tribal Thinking

“I’ve learned how to say ‘no.’”

“I no longer spend time with people who drain my energy or don’t interest me.”

“I’ve quit over-filling my calendar.”

“I am trying to focus on what matters in the time I have left.”

Declarations like these are common among young-old women like me, who built careers in an era with few social supports, who have raised children or seen their parents to their graves, who once viewed multi-tasking as a virtue and wore their stress on their sleeves. Women who led purposeful lives for decades.

Photo by Mehdi Merzaie on Unsplash

Now, many of us achievers in our 60s are seeking how best to spend our golden years — how to make a difference and live a life of meaning while our health still holds. For me, that means becoming more discerning about where I choose to volunteer and when to stand up for my point of view.

Since retiring, finally, in September, I’ve been digging deeper into the causes I already support — reproductive rights and food insecurity — and investigating where else I want to spend my time. That has brought me up against a different sort of challenge: Where to turn and what to say when my views run counter to the ethics of my chosen community and the causes and political leaders I support. Where can I safely speak my truth?

Case in point: I was delighted to volunteer for Planned Parenthood North Central States’ first booth at the Minnesota State Fair on Labor Day earlier this year. But I was mortified when I picked up my light-blue T-shirt in advance and saw the list down the front of what the organization — and supposedly the wearer — stands for. “I’m for birth control, sex education and gender-affirming care” all ring true for me. I can wear that across my chest in public.

But “I’m for abortion”? No, I don’t promote it. What I have marched, volunteered and donated money for since the days when we thought Roe v. Wade would never fall is the protection and expansion of abortion rights. That’s the language I wanted on the T-shirt. When I proposed that to the young staff member in charge of our booth, she said the movement wants to remove any stigma or sense of shame from the practice of abortion. I see her point, but I also saw the quickly averted glances while I walked around the fairgrounds. And Planned Parenthood needs supporters these days, not skeptics.

More significant than what others thought of me is how the T-shirt made me feel. I wore it home, forgot to change and let my husband take a photo of me holding our infant grandson beneath the words “I’m for abortion.” After that, I just gave the shirt away.

An agnostic seeking answers

Binary thinking dominates our yes-or-no, right-or-wrong, polarized society. Am I willing to lurk in the shadows between the black and white, or can I dare to lead a life in living color? By speaking up about my nuanced views on, say, trans women in sports — or countering a local activist whom I believe is unfairly maligning a mayoral candidate in our upcoming election — might I be banished from my tribe, the network of colleagues and left-leaning friends that I have cultivated since my 20s?

I am trying to find the line between honesty and provocation, between truth telling and egocentric mansplaining (yes, women do it, too). Recently, I had a chance to test this out.

“Dear Neighbors,” began the note, delivered quietly to my mailbox on a sunny fall day. “I belong to a community organizing group called Isaiah. Your yard signs have encouraged me to think that you might be interested in one or both of these community events.”

The yard signs that I had out on my corner lot included:

  • “All Are Welcome Here” by my well-tended Little Free Library;
  • A “Vote Yes” sign for the public-school referendum in St. Paul, where we homeowners already are overtaxed but feel obliged to support our underfunded schools; and
  • A “Safer Summit” sign to promote a multi-million-dollar off-road bike trail on the city’s signature street, which many who live on Summit Avenue ardently oppose.

My neighbor, whom I don’t know well, had the courtesy to sign her pitch. She is among a handful of people who have pointed me toward the good work Isaiah does in our community, including its calls for a transition to clean energy and “dignified wages” for childcare professionals. Still, as an unchurched agnostic — one who believes in a higher power but doesn’t claim to know its shape or origin — I resist Isaiah’s religious orientation.

I emailed my neighbor a week or so later. No liberal can rightly argue with racial and economic equality, I told her, and Isaiah’s call for a “collective voice” is a smart strategy that conservatives have long employed — but I can’t move past the organization’s faith-based roots. I signed off by urging the woman to “keep up the good fight.”

As of this writing, she has not responded, and that’s unfortunate, because it shuts down any opportunity for mutual understanding.

Tribal thinking discourages dialogue

“Speak your mind, even if your voice shakes,” goes a famous quote by Gray Panthers founder Maggie Kuhn. I didn’t think about my personal safety when I took the light-rail train to Minneapolis on a sunny Saturday morning in October to join 100,000 people in a No Kings rally. Opposing the policies of Donald Trump felt that important.

Nor did I hesitate recently to display a yard sign calling on the City of Saint Paul to reinstitute its common-sense restrictions on student housing in our neighborhood, even though people with whom I often politically align oppose it. The state’s largest private university is five blocks away. Having served as that institution’s director of neighborhood relations for eight years, I know firsthand that the Student Housing Overlay District — since undone by a pro-density City Council — saved this area from being overrun by noise, trash, property crimes and ill-kept rentals.

Age has granted me more freedom to speak my truth. I’m less fearful about what other people think, or at least I can dial back my anxiety more quickly. I no longer have employers to please or any fear about my causes blowing back on them (which volunteering with Planned Parenthood did when I worked for a Catholic institution).

But I still can’t shake the niggling insecurity that speaking out on hot topics may alienate some members of my tribe or get me pilloried on social media.

Part of that fear relates to the reality that my views are moderating with age, even as my party moves farther left. Thirty days into the government shutdown — and in full support of keeping healthcare costs within reach for all Americans — I think the Democrats, my party, have played their hand and lost. Congress needs to do the people’s business again or give up their own paychecks in solidarity with sidelined workers.

Must I blast that out on social media and then fervently check my feeds to see who “likes” me and who doesn’t? As courageous as I like to think I am, that isn’t how I want to expend my energy.

“Humans, like animals, are pack animals,” says a January 2025 article in Psychology Today called “Tribalism: How to Be Part of the Solution, Not the Problem.” People naturally want to align with a group, to feel less alone, which is why demonstrations like No Kings are momentarily empowering — even if no lasting change takes place.

The article challenges us, however, not to let the emotional exhilaration of tribalist belonging overtake research and rational thought. Among the “difficult questions” that author John G. Cottone, Ph.D., asks readers to explore are these:

  • “Do I know how to recognize the propaganda of my own tribe, and resist it when I see it?”
  • “Do I pursue multiple perspectives on important issues with intellectual honesty — or do I only solicit my own tribe’s political perspective?”
  • “Do I have compassion for everyone on the road of truth, even those who are walking today where I walked yesterday?”

As I prepare to vote in my city’s off-year election — casting a ballot for mayor and the school funding initiative, as well as monitoring the contentious Minneapolis mayoral race across the river — I won’t be in full alignment with the bike-riding, urbanist activists, my tribal pack, who are posting lengthy arguments on Bluesky and Facebook about how they plan to vote and why.

Disagreeing with people with whom you normally align is uncomfortable, uneasy. But in this case, speaking out will mean casting a secret ballot and having the confidence to recognize where and how to use my voice.