Article provided by 2025 ADMA Global Forum partner, Nine.
In 2025, the Australian marketing landscape has shifted from a battle for attention to a battle for disposable income. While we’re fixated on chasing the latest Gen Z TikTok trend, we are collectively overlooking a powerhouse that has grown to an estimated $2.5 trillion: the super consumers (Gen X and Boomers).
As we navigate a low-productivity era where the RBA has lowered productivity growth assumptions to just 0.7% p.a., the economic engine is cooling. For marketers, this means the 'all-purpose' budget is a thing of the past. To drive growth when inflation is 'higher for longer' and household debt sits at a staggering 113.7% of GDP, you cannot afford to target audiences who are simply trying to survive.
The real opportunity lies in a strategic pivot: moving away from the 'cash-strapped' and toward the 'capital-rich.'
While the broader economy faces headwinds, the super consumers (over 50s) represent a resilient growth hedge. In a market where it is arguably harder than ever to get people to part with their money, this cohort remains the most willing and able.
Recent 2025 data shows a stark polarisation in spending power. While younger Australians are rebuilding their buffers after a 2% spending contraction, the 65+ demographic is leading the nation with 7.7% spending growth.
The debt gap: Under-40s are disproportionately affected by the 'mortgage trap', with 44.5% of mortgage holders now in housing stress, spending over 30% of their income on repayments.
The renter squeeze: For those not owning, the situation is worse. Rents have surged 5.5% nationally in the last year, with Perth spiking by 8.9%, locking younger consumers out of discretionary markets.
Targeting the over-50s isn't just about reaching a demographic; it’s about reaching the only liquid capital left in the current market.
Peak wealth: This group holds 38% of national wealth but makes up only 22% of the population.
The inheritance wave: We are currently in the early stages of a $3.5 trillion wealth transfer. This isn't just future money; it’s fueling current premium spending in travel, health, and luxury. They are planning on sharing it with the generations that come behind them, but they will have a voice on how it is used and a lot of influence.
Recession-proof spending: Unlike younger cohorts who react instantly to rate hikes, Boomers and Gen X often benefit from higher interest rates via their savings pool, property assets and healthy super funds and low levels of debt.
Marketers are under pressure to make budgets go further in a media landscape that feels like it’s breaking apart. The solution isn't to spread thin; it’s to double down on what scales and will give you the biggest bang for buck. We are an industry that gets excited by what's new and shiny. We are being asked to do more with less… less dollars, people and time. Getting the most growth for your business and impact is imperative. We can’t let our biases blind us to the greatest opportunity, the audiences we target and where and how we target them.
Total TV remains the efficiency play: In 2025/26, TV still accounts for nearly 70% of all video viewing time. It remains the most effective top-of-funnel driver that makes your digital performance channels work 14% harder.
The representation gap: Despite wielding the most significant purchasing power in the country, 75% of super consumers feel misunderstood by current advertising. The opportunity for brands to lead with authenticity is immense. Research shows the average Australian feels at least seven years younger than their chronological age; we are a more youthful society, hitting major life milestones nearly a decade later than previous generations. Consequently, targeting the over-50s doesn't age your brand – it aligns it with the actual drivers of the economy. It’s not about who you target, but how you represent them. Done correctly, it’s the most lucrative pivot a brand can make. We have created a comprehensive creative playbook at Nine that you can download to help you target this audience better creatively.
When your finance team asks for ROI, show them growth.
ROI can be a trap: Cutting spend increases ROI in the short term but destroys market share.
The 2025 reality: Brands that maintain presence during this productivity slump will capture the 'wealthy few' who are still spending.
The strategy: Stop chasing the influence of the youth and start following the affluence of the super consumer. In 2025, they aren't just an audience; they are your path to profitability and luckily for us at Nine we have this audience in large volumes.
Household debt: 113.7% of GDP – the highest sensitivity to rates in decades.
Spending lead: 65+ age group outspending the national average at 7.7% growth.
Housing stress: 44.5% of mortgage holders are 'at risk', primarily in the 25-44 age bracket.
RBA Productivity Data: The Reserve Bank of Australia downgraded the medium-term trend productivity growth assumption to 0.7% per annum in its August 2025 Statement on Monetary Policy.
Wealth & Debt Statistics: ABS (Australian Bureau of Statistics): "Australian System of National Accounts 2024-25" (National Net Worth) and "Finance and Wealth, September 2025".The Global Economy: Household debt-to-GDP reporting (June 2025).
Consumer Spending Insights: CBA iQ: "CommBank Health Insights" (May 2025) and "Household Spending Insights" (October 2025).
Housing & Rental Market: Roy Morgan Research: "Mortgage Stress Risk" reports (December 2025 and January 2026).REA Group / PropTrack: "Rental Price Insights" (December 2025/January 2026).
Marketing Effectiveness: Mutinex (2025): Revenue contribution and saturation point analysis by channel. Magic Numbers & Adgile (2025): Data on TV-initiated search journeys and digital performance uplifts.