Understanding mature audiences and reaching them where it matters
We understand how mature audiences consume media, search for information and make decisions - and how those behaviours change across life stages.
Our approach combines sophisticated audience targeting with the right media environments and channels, while recognising that major later-life decisions are rarely made alone. We often build dual-audience strategies that reach family members, carers and other influential decision-makers alongside the primary audience.
Connect with a seniors marketing strategistWork with a marketing agency that understands audiences 60+
People aged 60+ are a diverse audience with different needs, priorities and media habits. Reaching them effectively means looking beyond age to understand what influences their decisions and where they spend their time. It also means representing them authentically. We favour aspirational, lifestyle-led creative that reflects how mature Australians see themselves, rather than relying on outdated stereotypes about ageing.
In my 10+ years working in digital marketing, Connected have been hands down the best digital media agency I have personally worked with. They really understand our business goals, the challenges of our industry, and they have adapted to our changing needs over the years. Plus, they are a good bunch of people that are a joy to work with!
How we delivered 1,054% growth in monthly leads for Aveo over 5 years
See Aveo case study
The growing opportunity for reaching mature audiences
of people in Australia are aged 65 and older.*
of Australian adults used an online service to watch video content in a typical week.*
of baby boomers use generative AI tools for shopping.*
Why brands choose Connected
Our expertise reaching audiences 60+ comes from experience, not observation. We’ve helped scale national brands through shifting demand and changing market conditions, building a deep understanding of what drives growth across the segment.
Our experience spans retirement villages, aged care facilities, medical services, and funeral services.
What to expect from Connected
Understand more than age
“60+” is a starting point, not a strategy. We consider life stage, intent, location and other signals to identify the audiences most likely to engage and act.
Reach the wider decision-making circle
For major later-life decisions, family members and carers can play an important role. We build strategies that reach both the primary audience and the people who influence their decisions.
Choose media based on behaviour
We use audience behaviour and campaign data to determine the right mix of search, social, video and traditional media; rather than making assumptions about where mature audiences can be reached.