Mumbrella360: Karl Stefanovic and Deborah Knight ‘flabbergasted’ at marketing’s age bias

May 23, 2024 10:15

Marketing to people aged 55 and over shouldn’t be all about retirement, grey hair and anti-aging. Instead, brands should remember their spending power, and better target their advertising.

Speaking on a panel at Mumbrella360 on Wednesday, Nine’s Karl Stefanovic and Deborah Knight joined Lisa Day, director of Nine’s Powered, and Michelle Newton, head of cultural forecasting at Fiftyfive5, to discuss the age bias in marketing’s obsession with youth.

People aged 55-64 have the strongest financial foundation, dominating weekly household spending and supporting younger generations, which in turn drives the economy. However, they are often overlooked in marketing.

Be a member to keep reading

Join Mumbrella Pro to access the Mumbrella archive and read our premium analysis of everything under the media and marketing umbrella.

Become a member

Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.