Study: Australians Over 55 Dismiss Advertising Stereotypes

Study: Australians Over 55 Dismiss Advertising Stereotypes
SHARE
THIS



New RMIT University research, commissioned by SBS, has revealed spending habits and insights of Australia’s ageing demographic

New research into Australia’s growing ageing population has revealed that consumers aged 55 years and older don’t believe that brands cater for them in their advertising despite controlling more than half of Australia’s wealth.

The research also found that this demographic rejects advertising that insults their intelligence, and campaigns which perpetuate stereotypes of older people, including the use of terms such as ‘silver’, ‘mature’ and ‘senior’.

SBS director of media sales, Adam Sadler, said: “The number of Australians over the age of 55 is growing significantly each year, now representing more than 25 per cent of the population. Yet despite controlling the most significant portion of Australia’s wealth, they are rarely targeted by marketers.

“This new research tells us that this group are not only open to trialling new brands, but also have strong purchasing power across other demographics for a range of product categories, including recreation, food and drink.

“Marketers in Australia and globally simply can’t afford to ignore this sizable demographic, and can benefit from a clearer understanding of insights and spending behaviours.”

Professor at RMIT’s Consumer Wellbeing Research Group, Kate Westberg, added: “Australia has one of the highest life expectancies in the world, which, combined with a declining birth rate, signals a growing segment for 55+ consumers.

“These consumers are not a homogenous group and are not always buying for themselves, with many purchases taking broader family needs into consideration.

“Understanding this group requires nuanced insight into their life stage and the influence of the different dimensions of ageing; biological, psychological and social.”

Based on in-depth interviews, a review of existing research and analysis of secondary data, the research highlights that:

·   Chronological age tells us very little – age is a fluid concept, with chronological age a poor predictor of attitudes, interests and behaviour.

·     Older consumers don’t feel valued – advertising targeted at this group tends to feature negative stereotypes and caricatures of ageing over positive ones.

·   This demographic is brand aware, but generally not brand loyal – quality or functionality are valued, but brands as status symbols may not be.

·   Progressive attitudes are not age-dependent – there is an increasing interest in ethics and corporate responsibility as people aged over 55 want a better future for their children, grandchildren, and themselves.

·   People aged 55-plus are staying in the workforce longer – almost two-thirds of Australians aged 55-64 are working, and 13 per cent of those aged 65 years and older.

·   Spending remains stable throughout retirement – almost 60 per cent of people spend about the same throughout their retirement.

The advertising industry has reacted positively to the study and Mark Lollback, CEO of Group M, says: “Age is just a number, and with such a large chunk of Australia’s wealth controlled by this demographic, it’s positive that stereotypes and ageism in marketing is getting the attention it deserves. It makes sense for advertisers to want to better connect with this audience by tapping into the full range of interests and attitudes, move beyond one-dimensional segmentation and develop sophisticated media strategies that ensure they get the right message to the right consumer at the right time.”

Please login with linkedin to comment

Over 55s RMIT University SBS

Latest News

NGINX Launch Parodic “Investigative Reporter” Campaign Via The Misfits Media
  • Marketing
  • Media

NGINX Launch Parodic “Investigative Reporter” Campaign Via The Misfits Media

The latest NGINX campaign is live as The Misfits Media Company, and NGINX creates parodic ‘investigative reporter’ content with Dan Ilic on the streets of Sydney. The Misfits recently partnered with the APAC marketing team at NGINX to take an investigative deep dive into the world of mobile apps as the good, bad and (even) […]

Trade Publisher AMT Acquires Radio Today
  • Media

Trade Publisher AMT Acquires Radio Today

Trade publisher AMT Pty Ltd has announced the acquisition of Radio Today, the Australian media and marketing sector’s go-to source for radio news, analysis, ratings and jobs. AMT currently publishes Radioinfo in Australia & New Zealand, Asia and Africa, and was a key partner in bringing the annual Radiodays conference to Asia. Radio Today will continue to […]

MediaHub Australia Appoints Chief Operating Officer As Part Of Major Restructure
  • Media

MediaHub Australia Appoints Chief Operating Officer As Part Of Major Restructure

Mediahub Australia has made its most significant restructuring to date, as it positions itself to professionally manage the changing world of broadcast technology and consumer viewing habits. The most significant new appointment, and one of many, is Scott Jolly being promoted to the role of chief operating officer. As COO, Jolly now has full responsibility for the […]

Life In Lockdown: How The Trade Desk’s Melbourne Office Has Become One Of The Most Successful In The Business
  • Opinion
  • Technology

Life In Lockdown: How The Trade Desk’s Melbourne Office Has Become One Of The Most Successful In The Business

For Melbourne, the past 18 months have been largely dictated by the COVID-19 pandemic and lockdowns. Despite this, The Trade Desk has managed to establish one of its most successful offices. Here, The Trade Desk lead director, client strategy, Kali Guillas [pictured], explains how the Melbourne office has managed to thrive. We are in a […]

Opinion

by B&T Magazine

B&T Magazine
“I Do Sh*ts With More Backbone Than You!” Hannah Gadsby Calls Out Netflix Executive Over Dave Chappelle Comedy
  • Media

“I Do Sh*ts With More Backbone Than You!” Hannah Gadsby Calls Out Netflix Executive Over Dave Chappelle Comedy

Australian Comedian Hannah Gadsby has slammed Netflix executive, Ted Sarandos after he used Gadsby’s presence on the platform to defend Dave Chappelle’s new comedy special on Netflix.  Chappelle’s recent comedy special, The Closer, which debuted on Netflix last week, has been met with backlash, after Chappelle used his special to discuss transgender and gay people, […]

Samsung Launches First Branded Podcast In Partnership With Acast
  • Media

Samsung Launches First Branded Podcast In Partnership With Acast

Acast has announced its partnership with Samsung Electronics Australia to produce and distribute the company’s first branded podcast within the Australian market. The Rule Benders podcast will feature conversations with extraordinary Australians who have bent the rules, defied convention, and redefined what is possible. Rule Benders is a six-week branded podcast campaign, with a new […]

DocuSign Encourages Businesses To ‘Next Time, DocuSign’ In New Campaign Via Hardhat
  • Advertising
  • Campaigns

DocuSign Encourages Businesses To ‘Next Time, DocuSign’ In New Campaign Via Hardhat

DocuSign Australia this week unveils its first work with independent creative agency, Hardhat, encouraging people to ‘Next time, DocuSign’. Spearheading the campaign is an influencer series featuring entrepreneurial business leaders Janine Allis, Jules Jund and Emma Isaacs sharing stories of oversights and slip ups during important business deals. The three ‘That time I screwed up’ […]

Experience Design Agency Imagination Announces New Hires
  • Marketing

Experience Design Agency Imagination Announces New Hires

Global experience design agency Imagination, has expanded its Sydney team, with the appointment of two new key hires. Ashley Diamond (pictured below), with over 18 years experience across large scale events and broadcast quality content production, joins as project director to continue driving the growth of Imaginations’ largest clients. “The people, the work and the […]

Switch Appoints Matt Watson To Technical Director
  • Media
  • Technology

Switch Appoints Matt Watson To Technical Director

Switch, an award-winning digital agency has announced the appointment of Matt Watson as its technical director. Watson joins Switch at an exciting time as the business focuses on its growth strategy and bringing the best talent in the market to deliver exceptional outcomes for customers. Watson is the most recent talent appointment by Switch, after […]