As men grow older their testosterone levels fall, leaving many looking to medical science for solutions to a range of aging-associated ailments, including negative mood, anxiety, low libido and weight gain.

Cue Hormone Replacement Therapy (HRT), the treatment which already helps innumerable women through the menopause when the body stops making oestrogen and progesterone.

In men, testosterone decline is more of a gradual process from the age of 30 onwards. Private medical companies and doctors are now capitalising on HRTs growing acceptance as a ‘fix-all’ for many age-related ailments.

In the words of just a few HRT treatment provider websites:

• “Most men don’t like to hear this, but when it comes to testosterone, they hit their peak at about age 17”
• “Externally, an astounding rejuvenation of the body by as much as 15 years can be achieved, wrinkles are smoothed, and tone and strength are restored to tissue”
• “There is ageism in the workplace, and you can't help by feeling a bit frustrated when your colleagues are getting the promotions at work ahead of you, and dating plenty of attractive women”

While clearly attractive, these propositions don’t address the potential impacts of mood and desire-altering impacts, and further complicate our understanding of male decision-making and behaviour in the workplace.

Men between the ages of 50 to 65 tend to be more risk-averse and consultative in their decisions, while younger males are likely to be characterised by their risk taking and individual competitiveness.

This balance could shift dramatically as more men take up HRT and behave contrary to current expectations relating to gender and age.

For business analysts and specialist sector and market advisors, our approaches to leadership and customer interaction need to be rewritten where widespread use of HRT might become a factor.

Behavioural assumptions based on existing demographics are transforming dramatically. Imagine an insurance industry facing older clients who drive faster with less due care, or formerly successful organisations offering mass market services to the middle-aged which suddenly no longer appeal.

Changes in expected demographic decision-making and behaviour in higher earners is already becoming noticeable, as are the increase in testosterone-fuelled office romances.

Do those on HRT feel stronger, more active and happier? Medical research indicates the answer is positively yes, at least for a short period of time. But perhaps they also place themselves at potential risk of a host of side effects tied to the body’s premature burnout.

At this stage, who knows what the long-term effects might be? One thing that is clear are that views based on age-related demographics are no longer predictive.