The world we know is changing around us as the demographic tidal wave of our ageing population sweeps through Australian society.

The traditional image of growing old and gradually slowing down while waiting for the life cycle to come to an end is not how many Over 55s are experiencing it.

Instead many (and soon most) are grasping life’s opportunities with vigour and with aspirations that rival those of much younger people. Thirty or forty years of working hard to build careers, families and wealth is now being pushed aside to allow life to be experienced in a new way.

Giving a voice to the Over 55s who are discovering what the new experience of growing older means is what we do, and what we uncover.  Understanding what they really want and meeting those needs remains the job of marketers. The need to imagine a life stage they haven’t personally experienced yet is where the value lies in instinct and reason’s research among the Over 55s.

instinct and reason tracks the trends affecting the Over 55s as well as the transition ages from 50-54 to 55+. Turning 55 is a critical moment of consciousness in the lives of many.  Moments of change represent opportunities for everyone – for the Over 55s themselves, the government, and commercial service providers.

Our research, and our monitor is designed to give a voice to this group which historically has been ignored.

See our WE ARE THE OVER 55s INSIGHTS here.


Our monitor provides context to research findings that helps us understand changing needs and aspirations of this important group.

Our WE ARE THE OVER 55s Monitor covers:

  • Aspirations & concerns
  • Meaning in life & happiness
  • Technology & media
  • Shopping behaviours
  • Health & nutrition
  • Lifestyle
  • Wealth & financial
  • Disability & ageing
  • Travel &Tourism
  • Media
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