Chasing Shadows: The Age Bias Oversight in Marketing’s Obsession with Youth

Date: 22 May 2024

Dive into the world of Super Consumers, the 55-64 age group, Australia's hidden demographic powerhouse. With the strongest financial foundation, this group not only dominates weekly household spending but also stands on the verge of the greatest intergenerational wealth transfer. Yet, misconceptions paint them as fragile and conservative, overshadowing their dynamic consumer behaviour.