Marketing Jun/Jul 2017

Every issue of Marketing looks at the story behind brands and the people that devote their blood, sweat and tears to them. From one-on-one interviews with Australia's top marketing executives, to valuable case studies and strategy-level opinion, every page is authoritative and insightful.

Niche Media Pty Ltd
USD 5.24

en este número

1 min.

Marketing would like to recognise and thank the members of its Editorial Advisory Board for their invaluable guidance, including but not limited to Dr Michael Valos (chair), Caroline Ruddick, Erik Zimmerman, Mike Harley, Shannon Peachey, Trisca Scott-Branagan, Skev Ioannou, Cameron Woods and Peter Little. * CONTENT PARTNER: a Marketing Content Partner is an organisation with which we’ve entered into a partnership to collaborate on content for the magazine (see page numbers listed for each) and/or exclusive benefits for Members of Marketing Pro. See for more information.…

4 min.
editor's note

It's almost 10 years since I first visited China. Then as a freshly-graduated, naive young man my appetite for adventure was matched, or perhaps spurred, by the dearth of job prospects at home for a psychology major not continuing to an honours year and masters degree. Hence, it was an easy choice to embark on a gap year – which turned into two and a half – teaching English in a couple of Chinese universities. As I write this I'm back, this time as a son-in-law several years overdue for a visit. The family home I'm sitting in is a collection of buildings with three generations living side by side – and an additional generation visiting most days. I'm struck now, as I was then, at this arrangement's place at the…

8 min.
why are marketers still neglecting the boomers?

French author Jules Renard once wrote, “It’s not how old you are, it’s how you are old”, and it is fair to say that today’s over-60s are redefining the meaning of seniority. Compared to their parents, who witnessed the Great Depression and World War II, Baby Boomers have led a privileged life. They grew up in the era of The Beatles, Woodstock and feminism, rode the property boom and, with the help of credit cards, were encouraged to spend freely for the good of the economy. Boomers also have a very different attitude to retirement than their more frugal parents, who invested and saved hard for old age. Today’s older generation are working and living longer, travelling more, buying new cars, eating out and spending more on entertainment and attractions. Clearly they…

1 min.
boomer fast facts

In total the Baby Boomers (born 1946 to 1964) are a quarter of the population, but own 53% of the nation’s wealth, so their economic footprint is double their demographic footprint. Baby Boomers aged 55 to 64 have a net wealth almost five times that of Generation Y, with a net worth exceeding $1 million. Boomers keep getting richer. While Generation Y has seen household income increases of 5% since 2013, Boomers achieved income increases of 14% as a result of increasing investment income. More than two-thirds feel more youthful than their parents were at their age and 70% want to get out and be active. 74% are trying to live a healthy lifestyle and eat and drink responsibly. They are a high spending group: 41% express a desire to spend their children’s inheritance…

1 min.
retail nps benchmarks: category averages

Marketing and SSI have teamed up to explore customer satisfaction in Australia and New Zealand. Throughout 2017 we’ll be surveying people to find out how they feel about the brands they use in industries from automotive to retail, travel and more. Each survey will sample 1000 people in Australia and 600 in New Zealand, adjusted to be representative of the age, gender and location make up of each country. This page contains top-level results – for full reports visit: Net Promoter, Net Promoter System, Net Promoter Score, NPS and the NPS-related emoticons are registered trademarks of Bain & Company, Inc, Fred Reichheld and Satmetrix Systems, Inc. SSI is the trusted global leader in survey and research solutions for market research firms, B2B and B2C companies. Visit…

16 min.
ageing in place

That the Australian population is ageing isn’t news. Demographers, futurists and planners, fed by an explosion of statistical data about the aged have been telling this story for years. What is news is that our cities and built environment are relatively unprepared to accommodate a growing section of the population that has been expressing the desire to remain engaged and active in the community – something that has been convenient to suppose the ageing population didn’t want to do. Designers, planners and architects now have an urgent role to play, where policy and development have been slow to read the signs. The most visible and flamboyant component of the new ageing population is the Baby Boomer, the ‘Golden Children of a Gilded Age’. The welfare state provided their free education, and the…