Stop focusing on retirement homes and cruises when marketing to older Australians, health expert says

Marketers are misunderstanding Australia’s aging population and missing opportunities as a result, Tonic Health Media founder Norman Swan has warned.

“People are staying younger longer, and marketers are missing this. They are focusing on retirement villages and cruises and things like that,” Swan told the Mumbrella Health Marketing Summit.

Swan says marketers are missing the fact mature Australians consider themselves young until their final years.

Swan, who is also the host of ABC Radio National’s Health Report, said today’s older consumers don’t consider themselves ‘old’ and the stereotypical market view of a aged customer is really only applicable to the last stages of one’s life.