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Why our obsession with age is costing Australian marketers billions.

There’s a blind spot in advertising. 

It’s a gap worth $2.3 billion in weekly household spending. That’s how much marketers could unlock by just stretching their demographic targets beyond the 25-54s to reach people aged 55 to 64.

The problem is, the conventional framework for targeting this group is outdated and leaves marketers missing out on extending their target market. 

Why our obsession with age is costing Australian marketers billions.

There’s a blind spot in advertising. 

 It’s a gap worth $2.3 billion in weekly household spending. That’s how much marketers could unlock by just stretching their demographic targets beyond the 25-54s to reach people aged 55 to 64.

 The problem is, the conventional framework for targeting this group is outdated and leaves marketers missing out on extending their target market. 

This research is designed to update the demographic buyer personas and provide valuable insights into crafting compelling, authentic messaging that connects with the new Super Consumers. Armed with these insights, marketers can safely extend their media buying and reach the 55 to 64s. 

We can all agree the world has changed. Now theres a chance to redraw the demographic picture of your most valuable consumers, no longer confined to being an invisible market.

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This research is designed to update the demographic buyer personas and provide valuable insights into crafting compelling, authentic messaging that connects with the new Super Consumers. Armed with these insights, marketers can safely extend their media buying and reach the 55 to 64s. 

 We can all agree the world has changed. Now theres a chance to redraw the demographic picture of your most valuable consumers, no longer confined to being an invisible market.

Click the button below to download our full whitepaper

How we did it

Groundbreaking new research from Nine and Kantar, together with the most authoritative data sources, including the Australian Bureau of Statistics, McCrindle and CommBank Retail Insights, paints a picture of the new power group of highly valuable 55 to 64s – the Super Consumers. 

How we did it

Groundbreaking new research from Nine and Kantar, together with the most authoritative data sources, including the Australian Bureau of Statistics, McCrindle and CommBank Retail Insights, paints a picture of the new power group of highly valuable 55 to 64s – the Super Consumers. 

Methodology

8x expert depth interviews conducted by Kantar with marketers, media & creative agencies, industry leaders and advocates.

Kantar 15 min online bespoke survey of n=1,596 Australians aged 18-69 (12-19 Apr 2021)

16x online consumer immersions conducted by Kantar with Australians aged 55-64.

Secondary desk research of Australian and global sources.

Kantar TRENDSearch – cultural trends analysis.

Kantar Millennium Monitor.

Methodology_Mobile

8x expert depth interviews conducted by Kantar with marketers, media & creative agencies, industry leaders and advocates.

Kantar 15 min online bespoke survey of n=1,596 Australians aged 18-69 (12-19 Apr 2021)

16x online consumer immersions conducted by Kantar with Australians aged 55-64.

Secondary desk research of Australian and global sources.

Kantar TRENDSearch – cultural trends analysis.

Kantar Millennium Monitor.

Recap on the Blindspot session

Full session

Research Recap

Panel Recap

What you need to know

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The current buying demo is out of step.

25-54 is no longer the silver bullet it once was.  Times have changed and so have consumers, but these are the super consumers advertisers are ignoring – an audience too important to ignore.

The current buying demo is out of step.

25-54 is no longer the silver bullet it once was.  Times have changed and so have consumers, but these are the super consumers advertisers are ignoring – an audience too important to ignore.

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It's a total myth it's downhill from 55 years of age.

It’s an audience that under-indexes on marketing spend, with advertising that doesn’t reflect who they are or who they want to be.

They feel stereotyped, invisible and ignored, but the good news is it's fixable.  For Super Consumers, life is on the up - they are more happy and free, are more self-confident and less constrained.  They have similar views to other groups on the big issues facing Australia - so you can connect with them on the issues and values that are important to them and other age groups.

All this means you can extend your targeting with confidence.

It's a total myth it's downhill from 55 years of age.

It’s an audience that under-indexes on marketing spend, with advertising that doesn’t reflect who they are or who they want to be.

They feel stereotyped, invisible and ignored, but the good news is it's fixable.  For Super Consumers, life is on the up - they are more happy and free, are more self-confident and less constrained.  They have similar views to other groups on the big issues facing Australia - so you can connect with them on the issues and values that are important to them and other age groups.

All this means you can extend your targeting with confidence.

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The key is to be inclusive.

Inclusive and diverse advertising pays dividends, and is also effective.

But, there are different ways in – it doesn't have to be about 'brand activism', it can just be better casting, or brand storytelling that uses different people than we're used to seeing in stereotypes.

Three key steps:

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The key is to be inclusive.

Inclusive and diverse advertising pays dividends, and is also effective.

But, there are different ways in – it doesn't have to be about 'brand activism', it can just be better casting, or brand storytelling that uses different people than we're used to seeing in stereotypes.

Three key steps:

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Unlocking the Super Consumers

Key Takeaways

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Hit the target.

Extend your target demos to 25-64 and unlock a growth audience with billions to spend.

Kill the clichés.

Update your mindset  and refresh your messaging to include an optimistic, dynamic and influential set of consumers.

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Channel their behaviours.

Leverage their loyalty to the channels they trust and the talent they respect.

Catch up on the latest Powered Unpacked episode here

Research from Nine and Kantar says marketers’ singular focus on younger demos has led to media plans and creative campaigns that miss the highest spenders: high earning and progressive thinking 55-64 year old consumers. Kia marketing boss Dean Norbiato agrees – but thanks rivals for leaving the path clear for Kia to tap the most lucrative prospects.

DontGetBlindsided

Contact Nine for more information.