Born The Agency’s specialist over-55s offering, Seasoned, has partnered with insights and research consultancy The Research Agency (TRA), to help brands better understand and connect with one of Australia’s most consistently overlooked audiences.
The partnership will see TRA become Seasoned’s dedicated research partner, providing access to ongoing audience intelligence, consumer research and creative effectiveness testing, alongside opportunities for collaborative thought leadership.
Launched by independent creative agency Born The Agency, Seasoned was established to challenge the way brands understand, represent and engage Australians over 55.
The partnership represents a significant expansion of Seasoned’s capabilities, combining its strategic and creative expertise with TRA’s established research methodologies and human insights.
“The commercial opportunity is enormous, but the industry’s understanding of this audience has simply not kept pace. Partnering with TRA gives us the research capabilities to understand these audiences more deeply, identify where the real opportunities exist, and help brands turn those insights into more relevant, effective and ultimately more profitable work,” said Seasoned managing partner Shawn Griffiths.
Under the partnership, TRA will provide Seasoned and its clients with research services spanning category and audience understanding, creative territory development, campaign optimisation and ongoing brand tracking.
The two businesses will also collaborate on an ongoing programme of audience intelligence and thought leadership, to explore the changing expectations, behaviours and cultural realities of Australians over 55.
Early insights from TRA’s Aussie Minds research illustrate the limitations of traditional age-based segmentation.
While 72 per cent of Australians over 55 prefer to stick with brands they know, 28 per cent enjoy discovering new brands, and almost a quarter are quicker than average to try new products.
The findings reinforce the partnership’s central belief: age alone is a poor predictor of how people think, behave or buy.
“There’s a significant opportunity for brands willing to look beyond conventional assumptions about ageing. People over 55 are not one homogeneous audience. TRA’s partnership with Seasoned brings together rigorous insight and specialist creative thinking, helping businesses identify opportunities they may otherwise have overlooked, and translate that understanding into meaningful commercial outcomes,” said TRA managing partner Australia Terri Hall.
“At Born, we believe brands are the great storytellers of our time. They shape how we see the world, how we see each other and, importantly, how we see ourselves. And when it comes to people over 55, the stories our industry has been telling have been remarkably narrow. Ultimately, we want to help brands see an audience they’ve been overlooking, understand an opportunity they’ve been underestimating, and create work that is better for both people and business,” said Born The Agency co-founder David Coupland.
The partnership is effective immediately.
