AWI to go after wool's 'lost audience', the millennials

Vernon Graham
November 25 2019 - 3:00pm
STRONG MESSAGE: AWI's general manager of marketing communications, Laura Armstrong, said millennials were wool's "lost audience" and were about to inherit heaps of money.
STRONG MESSAGE: AWI's general manager of marketing communications, Laura Armstrong, said millennials were wool's "lost audience" and were about to inherit heaps of money.

Australian Wool Innovation's main marketing strategy is now targeted at persuading cashed-up millennials, who have grown up with cheap, throwaway fashions, to buy much more expensive woollen clothes.

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Vernon Graham

Vernon Graham

National machinery and property writer

Former editor of The Land, former Fairfax Media Agricultural Editor

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