Nielsen’s latest Consumer and Media Insights (CMI) report highlights that New Zealand’s over-65 demographic is increasingly becoming an influential economic force. Contrary to traditional views of retirees, this group is financially robust, with substantial disposable income and many still remaining active in the workforce. As the over-65 population grows, they present an untapped market opportunity for brands looking to expand their customer base. The report urges companies to reconsider and tailor their marketing strategies to engage with this burgeoning audience, who are not only cashed-up but also tech-savvy, staying connected through digital channels. As the population in this age bracket continues to rise, understanding and leveraging the spending power and lifestyle choices of New Zealand’s older adults could drive significant business growth. Ignoring this segment could mean missing out on a lucrative market share, as their economic impact is poised to increase even further.
NielsenNew data shows NT tourism spending soars to a record $2.36bn amid surge in interstate visitors
October 1, 2026
New data reveals that Northern Territory tourism spending has reached a record-breaking $2.36 billion, highlighting a significant boom despite economic and environmental headwinds. This surge