Australians are feeling more anxious, bored, and stressed during the coronavirus lockdown – but they’re also experiencing a greater sense of solidarity. As people adapt logistically and emotionally to the crisis, aligning with public sentiment is essential for brands and marketers.

Ageism is rife among Seniors in Australia – 37% report being ignored in society. And with research finding that care for the elderly Down Under is perceived poorly among the general public, businesses are helping shift negative perceptions by building communities of support networks around Seniors.

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?

It’s a fact; we’re getting old. By 2020, over-60s will outnumber under-5s for the first time. And as death looms, our fear of it does, too. Linda Court Salisbury and Gergana Y. Nenkov sit down with Canvas8 to explain how considering our own mortality can affect decision making in later life.