Next Generation Influencers

Harnessing the voice and power of the over 50 community to influence change

Introducing Paul Whinnett and Kae Bullock. With over 90 years of business experience between them, Paul has worked in the corporate arena for over 15 years and ran his own business for 35 years, while Kae’s background includes 40 years as a business owner in consumer related industries, with the past 20 years developing a very successful online business.

The savvy duo has now turned their focus to revising the stereotypical way organizations engage and market to the 50 plus community. “As members of the over 50 demographic we can see how marketing these days appears to have an ageing blind spot, and as a result, many businesses and government bodies are not engaging this audience well,” says Kae.

Paul and Kae are determined to disrupt this sector by engaging the over 50 community to be part of the solution. Their business model will help all facets of business and government understand this specialised niche market and give a voice and platform to the over 50 community.

“The number of Australians aged 50 plus is obviously increasing, as is their lifestyle and a lot of them are embracing life with ambitions, purpose, and money in their pockets,” says Paul.

“According to the 2018 Financial Wellbeing report by RMIT and ANZ, older Australians have better financial stability than the rest of the population. Yet it is nearly impossible to find organizations that understand this high value audience. This is all the more surprising when you realize the unrivalled opportunity that their massive purchasing power provides.”

With a clear understanding of how vital it is to engage this audience; Paul recognises the need to utilise the experience and wealth of knowledge of this growing demographic.

“Engaging the over 50 community to help gather market intelligence is crucial in helping us understand their needs, how they want to be perceived, their preferences and purchasing habits,” he says.

Passionate about eradicating every stereotype about people over the age of 50, Kae says it’s time to recognise the value this generation brings to the business community.

“We need to recognise that they are connected, that they make their own decisions, and that they dislike being labelled,” says Kae. “Ignoring them is a mistake, as is portraying them with bland imagery or presuming they are nearing the end of their life. Seeing advertisements with active seniors enjoying life in a residential facility doesn’t relate to the audience because the majority who are active don’t see themselves in residential care. In what is a highly tough and ever-changing marketplace, that might be a very costly communications blunder,” she says.

The 50+ influencer marketing platform is designed to help businesses and government better understand their over 50 audience and it gives the 50 plus community the opportunity to participate in product trials, test consumer engagement and service provision, sit on committees, partake in research, engage on social media platforms, undertake surveys, review products, and give organizations valuable insight to effectively engage their audience.

If you want to be part of this exciting platform register your interest at www.50plusinfluencer.com.au