Research from Nielsen Australia reveals that Baby Boomers (defined as consumers aged between 55 and 74) are 16% more likely to feel financially secure than the average Australian. They are 43% more likely to spend on extras, and are reluctant savers. Time and money With more financial freedom and the time to enjoy it, Baby […]
5 lessons healthcare can learn about ageing from general business
I was recently invited to deliver a keynote address about ageing and healthcare to a group of 400 medical specialists. A tough crowd and a big challenge. My first reaction was ‘What on God’s green earth can specialists learn about ageing from a businessman?‘. This became the title of my address. The thing is, nobody is prepared […]
Aussie boomers are boozers
Two-thirds of Baby Boomers in Australia say they have consumed an alcoholic beverage in the past month, compared to just over half of Millennials (aged 18-34) and 64% of Gen X (aged 35-54). So when it comes to alcoholic beverages, Baby Boomers (aged 55+) are a segment not to be ignored. Nielsen reports that Baby Boomers […]
Why is this perfectly age-neutral product focussing on younger consumers?
It’s hard to get excited about shoe insoles, but I recently spotted this ‘age-neutral’ print ad for Dr Scholl’s GelActiv™ and I thought “how clever that they’ve designed a product for older people but kept it age-neutral”. That would make perfect sense, right? After all, age brings with it a combination of the 25 effects of […]
The Australian wine industry is vulnerable to ageing wine grape growers
Our ageing populations will impact each and every industry. Even the business of wine growing is feeling the effects. Rock bottom prices are forcing wine grape growers to sell water and diversify crops just to make ends meet. While younger growers can diversify crops and wait for prices to improve, older growers don’t have the […]
Ageism is the last ‘ism’ for inclusive marketing
Companies that fail to recognise the potential of the ageing consumer segment and have not adapted their customer experiences to ‘include’ them are effectively ageist in their approach.
Australian disconnect between the media and the (older) consumer
The average Australian marketer is a 27-year-old male, which goes some way to explaining the disconnect in advertising for over 50s.
Is this hearing-aid advert ageist?
This ad for a ‘revolutionary’ hearing aid device could have been quite fun but instead it becomes a tired, stereotypical (dare I say ageist?) portrayal. In this Bond-esque spoof, the older woman explains the unique benefits of the device to the (younger) agent but sadly/predictably, the older woman walks off with the aid. Not only is […]
Brands still failing to appeal to older consumers – research
This time from Australia where 88% of older people feel that they are largely ignored by business and marketers.
A stunning video shows ageism is alive and well
Check out this clever stunt by Australia’s Apia Insurance which is in some ways shocking and in other ways unsurprising.