If you’ve been paying attention at all, you’ve noticed that too many advertisers still labor under the impression that it’s a waste of their time to try for baby boomers’ business. They think we’re too old, too set in our ways. Oh how wrong they’ve been! Now, it looks like some are getting the message, as two writers explain for BoomerCafé. First, Kate Forgach points out how plenty of Super Bowl commercials this year will target US. My father created the first “mute” button back in the 1960s by rewiring our television. Woe unto the child in our home who didn’t cut the sound during commercials. Dad might have made an exception, however, for Super Bowl ads. That’s the one show each year where marketing agencies really push the creative edge and, lately, seem to be targeting the desirable Baby Boomer demographic. Us! It’s a wise move, considering that we control 75 percent ($7 trillion) of the total American households’ net worth. Even during the recession, we have accounted for a dramatic 40 percent of total...

I will be 53 years old this year, it is funny how that number really doesn't mean much to me. I don't feel 53, nor do I look or act like it. I feel like I am traveling through my second phase of my life, which started in my early 40's. I lived the first half of my life unconscious and really not participating in it much. I spent a lot of time watching other people enjoy their lives through sports and activities, so now I am making up for lost time. One thing that has been consistent through most of my life has been a struggle with weight.But I have made a decision for this not to be my struggle any longer.

During one of my many networking meeting, I was invited to a grand opening of a new business in town. I am always open to new information and ideas, so I went. I enjoyed the beautifully decorated office, ate the delicious food and meet some really interesting people. On the tour of the office I spent some time with Sharon, she is the consultant who deals with the Hormone Replacement Therapy clients. Of course being in the midst of "hot flashes, fatigue, weight gain and a term I had never heard before " tired but wired", I was more than interested. I went for my blood work a few weeks ago and no wonder I have been feeling like a old lady lately, I am out of hormones!!! I know that HRT isn't for everyone, but for me I felt it was something I wanted to investigate. I have an appointment with the compounding pharmacy to pick up my first prescriptions and then they deliver the prescription...

I have to…. I must…. I should…. How many times have you started a sentence off like that?

The impression is that you're not good enough as you are and you must/should/need to make changes in order to be good enough.  Ouch.  I'm here to tell you to stop “shoulding” all over yourself.  It only serves to stress you out and make you beat yourself up.

You may want to weigh less.  But why?  Do you feel like it's something you should do or have to do or will only feel good about yourself if you do?

How about this instead: I like myself as I am – extra weight and all.  In order to be healthier and live longer, I CHOOSE to release some extra weight.  And if I don't, I love myself anyway.  Chances are, from this place, it will come easier than it does when feeling the need to change in order to be better and more lovable.

Here are some tips to help you like yourself again so that you can make changes from a place of love rather than loathing:

See what you like.  Look in the mirror...