DEDHAM, Mass.--(BUSINESS WIRE)--The Bucket today announced its online magazine that aims to help people live their lives more fully by acknowledging – even embracing – their own mortality or what founder David Abend calls “mortality-based living.”
Equal parts philosophy and utility, the site’s original content is authentic, candid and witty, offering a deliberately different perspective of life and death to those 45 and older. The Bucket’s philosophy Live Fully, Die Well, is founded on one’s “Bucket Age” – the number of years one has left to live, statistically. Calculated by subtracting current age from life expectancy (men 84, women 86), it’s often an ‘aha’ moment upending how people view death and inspires a new way to approach their lives.
“There’s a movement underway towards mortality and death awareness, which is a good thing,” says Abend. “By acknowledging it, people are in a better position to think about and enhance their lives, whether it’s the job they’re in, the marriage they’re in or the experiences they really want to have. Doing that can be instrumental in dying well, and with fewer regrets. That’s what The Bucket is helping people do.”
The site went live in May and today tops 90K readers with expectations of 400K by next spring, attributable to its popular content. Enlightening articles and podcasts are featured by an eclectic mix of notable authors, celebrities, doctors, entrepreneurs, adventurers, philosophers, musicians and soldiers; among them, comedian Carl Reiner, historian David McCullough and Harvard Medical School’s Dr. Sanjiv Chopra.
“I think [The Bucket] is a terrific idea. It's an attitude to develop. An attitude that each day has promise,” shared David McCullough, a Pulitzer Prize winning author. “It only comes once — life — and enjoy every morsel of it. Good to the last drop.”
The Bucket also features heartfelt, theme-based article series such as the recent Dogs. Life., the living, dying and loving of dogs, as well as The Bucket Brigade reader’s forum, and reader surveys and comment sections that foster engagement and wisdom sharing.
An ad-funded model, The Bucket targets adults aged 45 and older. They are the single largest, fastest growing segment of the U.S. population, controlling over $3T in annual spending – over 40% of all consumer spending in the country. Among the site’s advertisers are Cabot Cheese, Cleveland Golf Clubs, Oceanwide Expeditions, Trust & Will Legal Services and Srixon Golf Balls.
The idea was sparked 30 years ago when the mother of Abend’s friend passed away and her family built her coffin by hand as a cathartic exercise. Intrigued, he researched but found no resources to learn about ways to memorialize loved ones. Abend believed it was because of people’s reluctance to face their own mortality. A forward-thinking advertising and creative veteran who has helped global brands such as Converse, Holiday Inn and Samsung tell their stories for over four decades, he decided the best way to change people’s perception about death was to do what he had been doing his entire career - rebrand it.
About The Bucket
The Bucket is an online magazine that helps people 45+ live their lives more fully by acknowledging – even embracing – their own mortality. Founded on one’s “Bucket Age” – the number of years one has left to live, statistically – calculated by subtracting current age from life expectancy. It’s often an ‘aha’ moment that upends how people view death and inspires a new way to approach their lives. The Bucket’s original content is authentic, candid and witty, with enlightening articles and podcasts by an eclectic mix of authors, celebrities, doctors, entrepreneurs, musicians and more (ex. comedian Carl Reiner, historian David McCullough), and heartfelt, theme-based article series such Dogs. Life., the living, dying and loving of dogs. The Bucket Brigade reader’s forum, reader surveys and comment sections foster engagement and wisdom sharing.