But what about the one problem that none of us can fight?
Ageing.
The anxieties associated with this have proved fertile ground for the men who made us spend.
In the last decade a new wave of companies has looked to cash in on one of the biggest insecurities of all;
losing our memory.
Among the first was gaming giant Nintendo,
their Brain Age and Brain Train games adapted the ideas of neuroscientist Dr Ryuta Kawashima into a series of mini games,
simple mental exercises designed to stimulate the brain and keep it young.