A recent study found that 51% of all consumer spending involves a person or people over 50. A study in Australia found that 40% of all spending online is by people over the age of 50. At the same time, a US study estimated that only 5% of marketing targeted this group, and in Australia, […]

A recent study found that 51% of all consumer spending involves a person or people over 50. A study in Australia found that 40% of all spending online is by people over the age of 50. At the same time, a US study estimated that only 5% of marketing targeted this group, and in Australia, less than 10% directly targeted this cohort. These findings suggest several things: People over 50 represent a large and important marketPeople over 50 are shopping online and offlineThe fascination with youth in marketing is misguided Demographic research by bodies such as the Australian Bureau of Statistics and its equivalents in other countries suggests that people over 50 are: The fastest-growing market on the planet (as the population ages)The most affluent and educated market of all timeThe most outgoing and lifestyle-conscious of all time These findings suggest that there are unrealised and growing opportunities in terms…