A funny thing happens when you get older. Brands, especially those in healthcare, suddenly decide that based solely on age, that one is now in need of senior services, specialized care, and other age-based items. I particularly enjoy the direct mail pieces for Medicare supplement insurance from Humana, Blue Cross Blue Shield, United Healthcare, and others with the rhetorical question, “Are you turning 65?” in the headline. Really? Do I have a choice in whether I’m turning 65? I never imagined it was a possible choice. And here is the big one for me, Consumer Cellular, your ads portray “seniors” as bumbling fools who need help to understand that “new-fangled technology.” Nonsense. Just nonsense. Age-based segmentation is wrong on many levels. Age-based marketing does not reflect the new market realities of how someone of any age uses technology, their experiences or expectations as individuals, as well as how they relate to the world, their beliefs, self-perceptions, at...