Australian media company Starts at 60 has launched an e-commerce platform dedicated to tech-savvy Baby Boomers. From clothing and footwear to health supplements and kitchen appliances, this online marketplace is a space for Aussies over the age of 60 to find products and services that are already curated to their age-specific needs.
Accompanying the launch of Start at 60's new e-commerce platform is a fun and playful marketing campaign starring Australian actress and comedian Jean Kittson. In a series of TVC's, Kittson encourages her fellow boomers to spend their kid's inheritance while poking fun at the misconceptions about her generation's lagging tech abilities. In addition to being an innovative e-commerce site, Starts at the 60s provides an older generation of shoppers with a community, fitting the platform into the brand's larger media portfolio.
As brands begin to recognize the untapped potential of the digitally-inclined boomer – the wealthiest generation of consumers – we can expect there to be an increasing number of stereotypically 'youthful' products, services, and campaigns targeted directly at them. In this case, an online shopping platform and a playful, on-the-nose marketing campaign.
Boomer-Specific E-Commerce Platforms
Starts at 60 Launches an Online Marketplace For Older Aussies
Trend Themes
1. Boomer E-commerce Marketplaces - There is a growing market for e-commerce platforms specifically curated for Baby Boomers, presenting an opportunity for brands to tap into the spending power of this age group.
2. Age-specific Product Curation - E-commerce platforms like Starts at 60 are taking advantage of the unique needs and preferences of older shoppers by curating products specifically tailored to them, presenting an opportunity for brands to explore age-specific offerings.
3. Humorous Marketing to Boomers - As Boomers increasingly become a digitally inclined market, there is an opportunity for brands to create humorous marketing campaigns that both appeal to their sense of humor and poke fun at stereotypes surrounding their technological abilities.
Industry Implications
1. E-commerce - The launch of e-commerce platforms like Starts at 60 presents an opportunity for brands to tap into the growing market of digitally inclined Boomers by creating age-specific online marketplaces.
2. Fashion and Lifestyle - As e-commerce platforms begin to curate products specifically tailored to Boomers, there is an opportunity for brands in fashion and lifestyle to create specialized offerings for this age group.
3. Marketing and Advertising - The humorous marketing campaigns being used to target the Boomer market present an opportunity for brands in the marketing and advertising industry to create content that appeals to this demographic while also challenging stereotypes about their technological abilities.