HEALTH & WELLNESS
WISDOM FOR THE AGES A NEW ALTERNATIVE DESIGNED JUST FOR MIDLIFERS By Bailey Beckett
K, boomer.” It’s a phrase that makes the Modern Midlifer scream. Though a gentle insult—coined by a millennial, no less—it’s a not-so-subtle reminder that the pecking order has changed. Youth is in, age and experience are out. And marketers continue to chase the elusive younger demographic, who are increasingly marginalized as tired, old, and ready to call it a day. Just not today or anytime soon if Denis Keane and Tom Lamb have anything to say. The long-time friends, Modern Midlifers themselves had no intention of slowing down, and they bet people in their same age group didn’t either. They are living longer, healthier, and enjoying their lives like never before. They still work, keep busy social schedules, travel, and represent 70 percent of U.S. spending power. This makes them the perfect target for a new brand Keane and Lamb envisioned for the age group. Wisdom Essentials, derived from the “wisdom” the founders have amassed in their lives, is a line of CBD-based products focused on the mind, body, and spirit. The brand includes three oils, a balm, and gumdrops infused with nutraceuticals, nootropics, and other elements, which provide a natural alternative to prescriptions and other dubious remedies. They are also creating a virtual community, including website, blog, and Podcast for their audience. “Our intention is to use natural and plant-based ingredients to create supplements that help our customers feel their best in the pursuit of what’s next,” says Lamb. New York Lifestyles talked to the two Modern Midlife’s to get the scoop on their new brand. Why do Modern Midlifers need Wisdom Essentials? Denis: We’re a special group in our society who are actively pursuing our next opportunities. Whether it’s continued learning, starting a new business, or starting a new career, we are curious, have an open mind, are active and social, and pursuing the purpose in what’s next. We’ve decided we are not stopping or simply falling into the old trope of sedentary “retirement.” What was the inspiration for starting this? Denis: We were motivated by a couple of strong inspirations. We both looked at how the medical community looked to prescribe opioids and other pharma products and thought there was another way to feel better naturally without the effects and dangers of potentially addictive drugs. We saw our good friend die way too early from drug and alcohol addiction and hoped we could find another way. Tom: Denis’s cholesterol was through the roof and was motivated to find another treatment beyond the statins he was taking. His doctor recommended he get off this poison. 58 | OUR CITY, YOUR LIFE | NOVEMBER/DECEMBER 2020
Soothe Bottles
