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  • How can brands appeal to Aussies in their ‘golden years’?
  • How can brands appeal to Aussies in their ‘golden years’?
    Murray (2017) ©
REPORT

What do Australian Seniors want from brands?

Often subjected to ageism, Australia’s Seniors remain optimistic and have plenty of savings to spend on brands that treat them nicely. So what exactly does the nation’s swelling cohort of ageing yet adventurous and vivacious consumers want to experience before their sun finally sets?

Location Australia

Scope
Australia’s spritely older generation makes up a sizable part of the population. Around 3.7 million Australians or 15% are aged 65 and older. And the number and proportion of older Aussies look set to keep increasing. By 2056, it is projected that this demographic will be more than double: 8.7 million or 22% of the population. [1] Ever more people – 26% of males and 40% of females – will live to age 90 and beyond, thanks to a wave of resilient baby boomers. [2]

The burgeoning cohort of senior consumers needs to be courted ...

Canvas8

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