Brands stand to benefit from Baby Boomer consumers, yet marketing tactics still seem to be targeted towards generations with less cash.

Mike is joined by Foula Kopanidis, Associate Professor, Marketing at RMIT University, who reveals older people businesses could benefit from being more inclusive in their marketing.

“In Australia, there are 5.6 million Baby Boomers commanding a substantial 21.5% slice of the national population”, says Professor Kopanidis.

“With an average accumulated net worth of $381,100 per person, they own more than half of Australia’s national wealth – and they like to spend it.

“Baby Boomers should be the prime target market for brands, yet many ignore the great potential of this consumer with only 5% of advertising expenditure in Australia spent on this demographic.

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