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Speaking on a panel at the recent Mumbrella360 marketing conference, Channel 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.
“The world desperately wants us to believe that growing older is about losing,” Day said. “But we believe it’s about winning. More freedom, confidence, experience and adventure. People are growing bolder, but the targeted advertising doesn’t reflect this.