A recent report suggested that as little as 5% of marketing expenditure in Australia is directly targeted at people over the age of 65. This is despite the fact Australians over the age of 65 represent the most affluent, best educated, and most travelled, most mobile and most lifestyle conscious group of people ever to inhabit […]

A recent report suggested that as little as 5% of marketing expenditure in Australia is directly targeted at people over the age of 65. This is despite the fact Australians over the age of 65 represent the most affluent, best educated, and most travelled, most mobile and most lifestyle conscious group of people ever to inhabit the planet. They are also the biggest consumers ever – far outstripping the Y generation, who have since the global financial crisis, become the biggest savers in our history. What is more this segment has the time to do so much more than working Australians and students. Whilst some work, fewer work full time and many live on superannuation and don’t work at all. The number with superannuation is growing. They will also live longer than any previous generation. A 65 year old may have 30 plus years of consumption ahead of them Finally, this…