Despite the rapid growth and economic influence of Australians aged 60 and over, only 4% of ads worldwide feature people aged 60+. This feels like a striking oversight, especially as the over-60 cohort is expanding in both size and spending power, which will only accelerate as the population aged 75+ in Australia is set to increase by 49% over the next decade. A trend that we have seen in our broader work exploring older consumers across the US, UK and China.

Challenging stereotypes to unlock potential

Partnering with our fieldwork partner Walr, in May 2025 we surveyed 300 Australians aged 60 and over to explore and highlight the disconnect between how brands perceive older consumers and how these people see themselves. We found that 71% of this 60+ cohort reject the common stereotypes of being frail, passive or disengaged that tend to dominate advertising and media today. Actually, it actively leads to frustration:

“There definitely seems to be an age bias in ads, especially for smartphones, internet deals, electronics, holidays, etc. I feel inundated by ads for Funeral Insurance.”
– Australian Consumer 60+

This powerhouse generation is redefining what it means to age. Retirement is no longer viewed as a time to slow down, but as an opportunity for reinvention. In fact, 57% of silvers have many goals and ambitions they still want to pursue. Nearly two thirds of the silvers are quite physically active. 88% say they don’t let age define what they can and cannot do, and 79% want products to help them optimise what they can do, rather than fix what they cannot. They are aspirational and celebrate vitality and living better.

Australia is a market ready for change

Australians 60+ don’t only have time to reinvent themselves, they have the resources to do it. According to KPMG; Baby Boomers now hold an average net worth of $2.3 AUD million; far outstripping Millennials ($757,000) and Gen Z ($96,000). Yet, marketers remain fixated on youth, where our study found 69% of over-60s feel ignored or undervalued by brands.

There are a number of reasons for this. A youth-centric advertising culture fuelled by younger staff in agencies may result in unconscious bias inadvertently overlooking older age groups. A lack of deep insight into this group fuels outdated assumptions, and many brands still lump all older consumers into one homogenous group. Others underestimate their digital fluency – despite 74% saying they’re curious and eager to learn and 43% actively seeking apps and tools to sharpen their tech skills. (Yes, older Australians do want to learn new tricks.) Add to that a lingering fear of brand “age association,” and the result is a missed opportunity.

Because this isn’t just a growing segment, it’s an engaged and empowered one. A striking 82% of Australians aged 60+ want to be actively involved in decisions that impact them. Brands that take the time to listen, consult and co-create with this audience stand to unlock meaningful opportunities for innovation and growth.

One great example is the brand Levande who are already disrupting outdated notions of retirement, offering fresh perspectives and experiences for older Australians and treating them like the vibrant and exciting people that they are, challenging the stereotype of sedentary and frail in retirement homes.

Embracing age is an opportunity

Forward-thinking brands are already responding. Lululemon recently featured Joan MacDonald, 78-year-old fitness influencer, as the face of its new campaign, a big, bold move toward age inclusivity in advertising and branding.

The message is clear: Australians aged over-60 are an influential, dynamic group with both the desire and the means to engage with brands that see and value them. The real opportunity lies in moving beyond stereotypes and involving this cohort in shaping your brand’s future.

Are you ready to unlock growth?

Engaging with this key group of consumers through qual at scale approaches can help bring their world to life in deep and rich ways. The online space has become a vital social hub for those over 60, enabling strong connections with each other and their communities. It’s also a powerful channel for engaging this cohort in research. Qual at scale lets us reach more people, for longer, uncovering not just what they do – but the deeper human truths that drive their decisions. Bringing the voice of the 60+ cohort into the decision-making process and hearing their perspectives can add new opportunities that might not have been apparent before.