Available now: Starts at 60 Boomer Guide 2023

Apr 19, 2023

We are excited to release our annual Boomer Guide, which includes a detailed consumer snapshot of the modern, digital-savvy, older Aussie using insights direct from the Starts at 60 audience.

All too often when we talk about diversity, we often think of gender or one of the many niche and minority groups of significance that need to be included in advertising and marketing. However, one area that is commonly overlooked is age-related diversity.

Brands and marketers in Australia simply do not spend enough time and attention to consumers aged 55 years and over – and it’s to their own deficit. And when they do, the advertising and messaging is still far too often out of sync with the reality of today’s older, more active buyer.

Today’s over 55s are unlike any generation before them yet there are still misconceptions and stereotypes about them that simply aren’t true. They aren’t sitting around at home doing nothing. They’re not walking down the beach and into the sunset.

They are looking to stay actively engaged in society and are living longer than before. It’s a fact.

Curious to learn more and what you can do to change the dialogue?

Here’s a preview of what you’ll learn:

  • What their media preferences are and what media they are willing to pay for
  • Their post-Covid travel plans
  • Their health standard which has improved dramatically
  • The ailments that prevail in this emerging generation
  • Their shopping habits and willingness to change brands for a better deal

More than a quarter of all Australians are over 55, and this number is expected to double between now and 2050. There’s no better time to truly understand this generation.

Download the Starts at 60 Boomer Guide 2023