With Australia's boomer demographic controlling more than 40% of the nation's consumer wealth, it's important for advertisers not to assume this age bracket is stuck in its ways, according to a new study by Mi9. "While some consumers are tightening their belts, this lucrative 'Lifestyle' stage provides real opportunity for brands to attract new customers and drive sales through more targeted campaigns based on deep audience insight and intelligent data," said Gabbi Stubbs, Mi9 research chief.

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