01.07.2025

Australia is on the brink of a demographic revolution. By 2030, one in five Australians will be over 65, and the number of those aged 75 and above will surge by 50% in the next decade. Yet, despite holding $3.4 trillion in wealth and controlling 46% of all disposable income, older Australians remain largely invisible in marketing strategies, with only 2% of advertising briefs targeting this powerful cohort.

A new global study by marketing insights consultancy, Human8, reveals a powerful message from the world’s fastest-growing demographic: the Silver Generation (aged 60+). According to the research, 75% of older Australians want brands to involve people their age in developing new products, signaling a call for more inclusive innovation.

The study, conducted across the UK, US, Australia and China, highlights a cultural shift in how ageing is perceived and experienced. Today’s older adults are not winding down – they’re reinventing what it means to age, embracing vitality, purpose and reinvention. 88% of Australian Silvers don’t let age define what they can or can’t do. And 58% even consider ageing as an opportunity to reinvent themselves.

The research also found that:

• 85% believe there are too many outdated stereotypes around ageing
• 71% don’t see themselves in the typical description of their generation
• 59% say they rarely see older adults represented in advertisements and media
• 79% want products that help them do what they can, not fix what they cannot

“The 60+ cohort is a large and growing opportunity for brands. It’s imperative for marketers to not only include this group in marketing campaigns, but to rethink how they are engaging with this group if they want to maintain commercial growth,” says Matthew Jorgenson, Human8 Senior Business Director. “Our views on aging are changing as we live longer, fuller lives and the rules for connecting with this group are changing with them.”

Human8 urges brands to move beyond age-based stereotypes and embrace co-creation with older consumers. The message is clear: innovation should be inclusive — and the Silver Generation is ready to lead the way.

“Embracing older Australians isn’t just smart business – it’s the right thing to do. By listening to and involving them, marketers can help build a society where everyone is valued, connected and empowered to thrive at every stage of life,” added Jorgenson.

More information and the full Silvers report are available at: https://inspiration.wearehuman8.com/content/silver-generation-report/.