Things people did in 1965 without thinking about them.
Skipping breakfast when they weren't hungry. Now: "intermittent fasting." Requires an app, a podcast, a wearable, and a £40 hardback explaining what your great-grandfather did for free on a Tuesday.
Drinking water from the tap. Now: reverse-osmosis filtered, remineralised, sold in glass bottles at £4.50 a litre because the tap is, apparently, suspect.
Going outside without sunscreen. Now: "irresponsible UV exposure." SPF 30 daily, year-round, including overcast February mornings in Glasgow, where the UV index is roughly that of a filing cabinet.
Walking somewhere. Now: a logged step count, a target heart rate zone, carbon-plated trainers, and a recovery protocol for the walk to Sainsbury's.
Cold houses in winter. Now: "thermal stress." Replaced with a smart thermostat holding 22°C year-round, then sold back at £3,200 as a cold plunge tub to deliberately recreate the conditions everyone hated in 1973.
Eating three eggs for breakfast. Now: "dietary cholesterol risk." Triggers a lipid panel and a frank conversation about your "egg habit," conducted by a doctor who hasn't been told the 2015 retraction happened.
Eating butter. Now: "saturated fat exposure." Triggers a leaflet for a plant spread containing fourteen ingredients, none of them dairy and none of them recent.
Children playing outside until the streetlights came on. Now: "unsupervised outdoor risk." Requires a GPS tracker, a registered childminder, and a parental anxiety app, none of which existed when your mother was, at nine, climbing a tree two miles from home with a penknife in her pocket.
Three meals a day at a table with the family. Now: a "structured eating window" and a "social connection intervention," delivered by a £140-an-hour behavioural psychologist suggesting you eat dinner with your wife.
A 55-year-old man lifting his own shopping into the boot. Now: a "functional fitness goal," six-week programme, personal trainer named Jason.
The default conditions of 1965 produced a population that was, on every available measure, leaner, fitter, more fertile, better slept, and considerably less anxious than the population of 2026.
The cure isn't a product. The cure is the protocol they were already running. Tap water. Real butter. Three eggs. Sunlight on skin. Walking because you needed to be somewhere. Cold houses in winter and open windows in summer. Dinner at a table. A child outdoors until dark. None of it was branded. None of it was monetised. All of it worked.
Take it back. It costs nothing. It was yours the whole time.