Mid Lyfe Unbranded, a research project that explored the heart of a generation long overlooked in the narrative of aging—Generation X (born 1965-1980) and late Gen Y (1981-1990). This wasn’t your typical study of mid-life crises or blue-rinse stereotypes. Instead, it was an exploration of how these generations quietly redefined the mid-life stage with a sense of rebellion and self-awareness that had always been part of their DNA.
In Phase 1 of Mid Lyfe Rebranded, I launched a series of 100 interviews, conversations, and research aimed at uncovering how this cohort—often described as “stealth rebels”—had fundamentally altered the narrative of what it meant to be in the middle of life. While the calendar might have told us we were in the middle of our lives, every other facet of our world—from media portrayals to product offerings—failed to capture the complex realities of this life stage. That’s where Mid Lyfe Unbranded stepped in, offering a fresh perspective.
A New Narrative, Unfolding in Real Time
The project began with one simple question: How had Generation X re-branded mid-life? However, the answer wasn’t so straightforward. As I conducted interviews with 100 diverse individuals, it became clear that this wasn’t a topic with a singular answer but rather a series of revelations unfolding in real time. The more I peeled back the layers of social conditioning, feminism, pop culture, and growing up in the 80s and 90s, the more I saw how much had changed and continued to evolve.
As the creator and curator of this project, my role was to identify the dominant themes, behavioral patterns, and trends that emerged from these findings. The goal was not to present a definitive conclusion but to allow the work to speak for itself, with each chapter of this research being shared in bite-sized topics that built on each other over time.
Why Mid Lyfe and Not Mid Life?
You might have wondered why the project was called Mid Lyfe instead of Mid Life. This playful twist wasn’t just for fun—it served a dual purpose. First, it acknowledged that those of us in the 45-65 age range weren’t living according to the stereotypical expectations of mid-life. Yes, we were technically in the middle stages of life, but we weren’t resonating with the traditional image of the mid-life crisis. The Y replaced the I to represent that while we were in the middle of life, we weren’t fitting neatly into society’s old constructs.
Secondly, this slight alteration allowed Mid Lyfe to stand out in the digital landscape, where I could track and explore this work outside the bounds of other “mid-life” content. It was a way of ensuring that this research remained searchable and distinct, giving it a unique digital footprint and enabling it to grow organically in a way that felt fresh and relevant.
A Platform for Impartial Insights
The aim of Mid Lyfe Unbranded was to provide valuable behavioral insights into a generation often left out of research. The project rejected the commercial agendas attached to many studies on mid-life. While much of the data surrounding this stage of life had been tied to the promotion of anti-aging products, weight-loss plans, and other marketing-driven narratives, my research sought to uncover the truth without the sell. I was dedicated to offering insights into real experiences and social shifts, not just consumer trends shaped by corporate interests.
That being said, I also created a subscription-based platform where more exclusive content was available. However, the majority of the research remained free and accessible for those who wanted to join the conversation and see the findings as they unfolded.
The COOLIST: Curated by You
Through interviews and social media insights, I identified a unique need for content that spoke directly to those navigating mid-life. Many Gen Xers and late Gen Ys struggled to find relatable material that wasn’t tied to aging or “anti-aging” messaging. From this, the COOLIST was born—a curated collection of recommendations on all things mid-life, compiled from the conversations I had. This included documentaries, books, podcasts, brands, media messaging, and thought leaders who were doing groundbreaking work in this space. The COOLIST was delivered bi-weekly, giving my subscribers a constant flow of fresh, relevant content.
The Tone of Mid Lyfe Unbranded
My approach to this project was one of humor, authenticity, and thoughtfulness. Gen X and older Gen Y were known for their love of honest, well-researched insights delivered without pretense. I knew my audience rejected the guru status and superficial solutions often found in commercialized content. Mid Lyfe Unbranded was all about providing fresh, original thought, backed by real data, without a whiff of arrogance.
As I continued to dig deeper into this cultural shift, I remained committed to offering a neutral agenda, free from the influence of commercial interests. The goal was to give voice to the lived experiences of those in mid-life—people who had seen the world evolve and were now shaping the narrative for themselves.
