Although over-50s hold the vast majority of the world’s wealth, marketers tend to direct their attention – and budgets – towards younger audiences. Canvas8 spoke to Cesare Amatulli and Alessandro M. Peluso to find out how youth-focused advertising impacts the spending habits of Seniors.

Often subjected to ageism, Australia’s Seniors remain optimistic and have plenty of savings to spend on brands that treat them nicely. So what exactly does the nation’s swelling cohort of ageing yet adventurous and vivacious consumers want to experience before their sun finally sets?

With COVID-19 highlighting the shortcomings of care for an ageing population, increased public funding for Senior care services is growing in popularity. With health services front-of-mind for many, brands can that recognise and act on the need for stronger care solutions will win favour.

Aussie start-up CareApp has received funding from the government to increase access to its platform. With social distancing stopping families from seeing their older loved ones, the platform is letting people keep up to date with their well-being, while also digitally upskilling Seniors.