Super Consumers: Welcome to the Halftime Show
In advertising, we're all addicted to the fountain of youth. The obsession with youth has led us to overlook an incredibly powerful audience. Far from being ‘over the hill,’ this generation holds immense value, and it’s time we recognise them as the Super Consumers who are reshaping the marketplace.
What You Need to Know
50 - 64 years old
Super Consumers can’t be underestimated
They straddle two generations, Gen X and Boomers, and make up 22% of the population, yet they hold 38% of the nation's wealth. They are the wealthiest generation to date with spending power of $2.4 trillion. Yet they are overlooked and underrepresented in advertising. So why are so many brands getting it wrong?
Source: Warc
Over 50s account for:
58% of hospitality and leisure sales
60% of all car sales
50% of health and beauty sales
58% of travel and tourism spend
Overlooked and underrepresented. Why are so many brands getting it wrong?
Our Research Methodology
Bringing back the spotlight to this lucrative audience
Unpack our four trends
Wealth: Generation Giving
From selfish spenders to generous givers
The wealth gap between old and young is growing, which has fueled generational divide. However, we’re about to see the biggest generational wealth transfer in Australia’s history.
$3.5 trillion in assets forecast to be transferred over the next 20 years
YoY spending and saving change
Spending data 13 weeks to 7 Jan 24, savings data up to Dec 23
The family safety net
60% of Australian first home buyers use the ‘bank of mum and dad’ to get on the ladder
55% are prepared to support their children's financial needs within the next five years
Wealth: Generation Giving
What does this mean for brands?
Health: The Lure of Longevity
Data-driven health choices
From limited lifespans of previous generations to prolonged living, this is the first generation with complete access to their health data, making them significantly more health-conscious and positioned to live far beyond previous expectations. Armed with such unprecedented insight, they’re empowered to make smarter, healthier choices that are reshaping the ageing process.
The first generation to have full visibility of their vitals
2007
Nokia N95, the first smartphone to launch in AU
2009
Fitbit, the first fitness tracker
Sleep Cycle, the first smart alarm clock app
2012
Launch of Earpods
2013
First smart ring
2015
My Fitness Pal
First Apple smart watch
Dr Google launches
2018
Dexcom G6, the Continuous Glucose Monitoring System
Health: The Lure of Longevity
What does this mean for brands?
Work: Like a Boss
Retirement is overrated
In 2022-23, Australians had the highest average retirement age since 1972. Their strong growth mindset and restlessness mean that this audience is consistently looking to learn and upskill.
24% of 50+ Australians think they’ll never retire
Average retirement age
Work: Like a Boss
What does this mean for brands?
Play: Born to Be Wild
Rewriting the rules
Super Consumers grew up in a time of great independence and imagination. They are masters of the art of reinvention and are liberating themselves from the tyranny of "age-appropriate behaviours".
48% of 50+ Aussies are ready to embrace fresh hobbies in 2024
1 in 3 Gen Xers are keen to adopt a new sport
Talking taboo
57% would like to see brands embrace taboo subjects
Divorce
Finances
Menopause
Sexual health
Alternative relationship constructs
Salary
Sex
Race
Divorce
Finances
Menopause
Sexual health
Alternative relationship constructs
Salary
Sex
Race
Play: Born to Be Wild
What does this mean for brands?
Brands to watch
Get inspired by brands that are supercharging super consumer communications
Celeste Barber
#Keepthegrey
Admit it, this age thing suits you
The Hornicultural Society
Speaking to Super Consumers isn’t optional, it’s imperative.
Are you ready to explore how you can better connect with a high-value audience?
For further information on Super Consumers: Welcome to the Halftime Show, contact your Nine representative or complete the form. A member of the team will be in touch.
