I was thrilled to meet so many passionate people at the Active Ageing Conference in Adelaide. Their plans to get our older population living longer and stronger were inspiring people, lots of great ideas.
According to market research group Wine Intelligence, there are nearly 11 million wine drinkers in Australia, which is the 11th largest wine market in the world. Nearly 70% of Australian adults drink wine at least once a month.
What’s particularly interesting is that the average age of Australian wine drinkers is 50 and older. Baby Boomers are switching from beer to wine and an increasing number of them are women.
Evergreen won the category awards for Event Marketing and Integrated Marketing Campaign – where winners receive the Platinum Award trophy the highest accolade.
Obviously this was a common discussion topic at the recent LASA Tristate conference, in Albury Feb 2013.
Firstly my observations are that the industry has always delivered consumer directed care in practise, it just the ‘marketing’ inference this term has that providers need to embrace.
By Konrad Markham, Consultant Digital Projects
As I caught up with various clients, colleagues and friends in the hospitality industry over the new year, I heard a number of similar stories about online review sites.
“I hate review sites like Trip Advisor for hotels/Urbanspoon for restaurants.”
“If people have a problem, why don’t they communicate with me directly.?”
“People just make stuff up on those review sites.”
Everyone knows that the population is getting older. The latest figures show that in June 2011 just over 3 million people were aged 65 years and over, representing 17.4% of the total population. This will rise to up to 23% by 2040.
One of the consequences of the GFC has been the increased participation of many older workers in the workforce, as they delay their retirement to better manage their finances. More and more people aged 65 years and over are staying on at work and by 2040, the number of Australian workers aged 55 + will rise by nearly 50%.
We all know that the internet and social media are changing the way we think about communication, shopping, research and socialisation. Many polls conducted online would suggest that all age groups are surfing the net with unbounded enthusiasm. Online research, of course, captures an already converted audience. However, research conducted by the Australian Government has shown a clear divide between some Boomers and Seniors when it comes to understanding, take-up and skill-sets when using and adapting to this new technology. The majority of Boomers are jumping online and embracing a great deal of what cyberspace has to offer – however, many Seniors are more suspicious of the online environment and find it difficult to see the value of this “brave new world”.
A week ago, Mumbrella ran an article about how rich do you have to be as an organisation before you stop asking for ‘pro bono’. I commented online that, as an agency about to enter our 10th year, I would share our experiences (both negative and positive) with any interested readers and also offer the opportunity to view our agency’s ‘pro bono’ policy.
I have been overwhelmed by the response from other agencies, and more pleasingly advertisers, asking for a copy of our policy. So much so, I thought I would post it.
Boomers are renovating, redecorating and remodelling their homes and investment properties like never before. The statistics speak for themselves: they are 37% more likely than the general population to spend $5,000 or more on renovating or extending their homes. Just over 26% of Boomers repainted inside and outside the home within the last 12 months; some 25% visited a home interiors store and 20.6% updated their decor with soft furnishings including carpets, curtains, cushions or wallpaper. And they’re environmentally conscious too: Boomers are 36% more likely than the population to install a rainwater tank.
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