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.
Image Credit: Starts at 60