Is the 55-64 Audience Your Marketing ‘Blindspot’?
12% of Australians are 55-64 – they have high net wealth (growing), their real household consumption outstrips the 25-34’s, they aren’t tied down to responsibilities, are financially confident, worry less, and are highly valuable. So why are Australian Marketers failing to see their importance. This research by Kantar for our Eat Well Christmas TV broadcast partner Channel 9, tells us that this ‘blindspot’ is 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.