Advertisers Ignoring 50 And Older Consumers In Australia, International Advertising Association Event Speakers Say

Consumers 50 years and older are being ignored by advertisers, according to the Forgotten After Fifty event hosted by the International Advertising Association in Sydney. Ipsos research director Laura Demasi marketers, who have adopted to the multicultural characteristics of the Australian population, need to address ageism in advertising. According to Demasi, 94 percent of agency staff are younger than 50 years, creating a significant gap between advertisers and the growing seniors market. Macquarie Media Network executive chairman Russell Tate said, the average Australian marketer is 27 years old and is male, according to a PwC report released in early 2016.