About us: Men at Work. Again.
Why This Matters To Me
I’m Peter Wright. For years, I've run LiveWell Marketing Inc., a national staffing and marketing company with over 240 people across Canada, with my business partner. We built programs, launched products, created jobs—and watched how good work lifted people up.
Many of our clients featured 'premium positioned' products that followed ideological lines, such as Free From (additives), Gluten Free, Fair Trade, Responsibly Sourced, Plant Based, and more. All our messaging had to go through that 'secret handshake' from the brand to the consumer. It wasn't just marketing, it was messaging. And we were good at it.
But after my business partner passed in 2019, everything shifted. COVID followed, and like many, I was knocked sideways. My face-to-face businesses stalled. I worked from home. The structure, the people, the purpose—gone. And I struggled.
What helped me back? A job. A simple, part-time role I got through a friend, working with a group of guys. We got along. We had a reason to show up. And for the first time, I saw how work—any work, shared with good people—can rebuild a man’s sense of self.
But here's the thing: guys looking for even part-time work not only have to sell themselves, they also have to sell the concept of hiring someone 55+. So, I’m taking everything I know—how to make a case about an idea, how to frame reasons to look at something differently, how to connect people, and create real value—and focusing it on a group that’s too often overlooked: men 55+. The ones who’ve been downsized, retired too early, or just quietly pushed aside.
I want to make the case to companies to hire guys 55+.
This isn’t just business for me. It’s personal. And it’s time.
Peter Wright