Senioragency Australia is one of the few consultancies to specialise in reaching Baby Boomer consumers with offices in Brussels, Hamburg, London, Oslo, Paris, Stockholm, Tokyo and Vienna.

Culturally Australia follows Europe and America in being unable to effectively depict Baby Boomers in its advertising and marketing.

Baby Boomers, like most mature adults, defy attempts by marketers to label and put them in boxes. But the ‘Greys’, ‘The New Old’ or the ‘Next Generation’ – call them what you will they are rich, numerous and powerful.

They account for 39 percent of Australia’s wealth, they are responsible for almost half of all deposits in Australia’s financial institutions and they are 21 per cent of the population.

Baby Boomers are used to being at the top of the hill, not over it. Unlike their parents who were finishing up at 55, many of them are just starting out. Baby Boomers invented the “opportunity” generation – they back packed around Europe, they were vocal and visual during the Vietnam conflict.

They are physically active, intellectually bright and they look younger than their years. They are starting their own businesses, going back to university and staying at work much longer. Thanks to their healthy lifestyles, and the major medical advances of recent years, they live 15 to 20 years longer than their parents. And because they are living longer, they are spending longer!

They are avid purchasers of everything from luxury cars and holidays to sophisticated electronics, anti-ageing products, specialist financial services and investment properties.

With Australia’s ageing community, four generation families are more common, and promotions which reach every generation as the unique groups they are, are becoming more and more necessary.