The latest newsletter from Evergreen, Gill Walker’s Australian based marketing communications agency, has concrete proof about the importance of the 50-plus market.
The highest household spending growth in
It is estimated that 80% of all advertising expenditure is directly targeted at people under 50. For those marketers interested in sustainable profit growth, Gill urges them to review the potential of the over 50’s audience before their competitors do!
Leading economic forecaster Charlie Nelson from Foreseechange explains that between 2001 and 2011 the Australian population aged between 55 & 64 will grow by 800,000 (44%) and the population aged over 65 will swell in numbers by 640,000 (27%).
Most younger age groups will hardly grow at all!
The newsletter contains forecasts of discretionary spending on goods & services by household. These charts show that people aged 55-64 will out spend people aged 25-34 within the next 5 years. ; Between 2001-2011 over 64% of the growth in discretionary spending occurs at ages 45 and over.
Older Australian consumers will continue to increase demand for products and services but many marketers either are unaware or ignore this fact.
Evergreen’s newsletter also contains tips to help advertising agencies understand how to communicate effectively with mature audiences.
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Gill is also involved with a web site called “Talking Baby Boomer”: ; Insights into the most financially influential audience in
;This site has been created in conjunction with Southern Cross Broadcasting.
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This site contains three great downloads:
– ; ; ; ; ; ; ; ; ; The talking ; to baby boomers newsletter
– ; ; ; ; ; ; ; ; ; Gill’s tips to communicate more effectively with the 50-plus
– ; ; ; ; ; ; ; ; ; Tips to make radio more effective
Within Evergreen, Gill has assembled a team of communication professionals in Australia and New Zealand who share her vision for growth and fresh ideas in advertising aimed at the increasingly important ‘evergreen’ target audience. gill@evergreenmc.com.au ;
