Why the grey market has become so appealing

In this Mumbrella  guest post, Gill Walker says the grey market of 50-plus Australians is as diverse as the coveted 18-35s demographic, so why aren’t marketers more effectively targeting them?

Over the past 10 years of selling the story that 50-plus is sexy, I am delighted to see the increasing interest in media opportunities aimed at older people.

MevCorp Research recently released The Wise Up! Research Study, the most comprehensive Australian research study (it claims) ever undertaken into the 50+ market. The study revealed that brands and services who continue to ignore this well-heeled, large and growing demographic do so at their own peril.

The greatest growth has been in the explosion of digital media offerings, with a number of lifestyle and directory-based websites popping up specifically targeted at the mature consumer. Websites such as Guide, WYZA, Starts at 60 and Over Sixty have joined the ranks of long-running websites such as Your Life Choices and agedcareguide.com.au.

As more dedicated 60+ websites offer their advertising opportunities and preach the consumption of ‘grey food’, we share some observations to save time and money.

This post originally appeared in Mumbrella on May 11, 2016. Click here to read the full article.

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