‘Granfluencers’ or influencers over the age of 50 are becoming increasingly popular on social media, and now a new research has proven their potential to drive tourism and challenge stereotypes about ageing.
One Queensland-based influencer has amassed 1.5 million followers on Instagram while documenting her hair’s transition to grey. The 55-year-old describes herself as an “anti-ageist, no fashion rules model”.
Rachel Waller is another Queensland-based influencer in her 60s, who gained a social media following for showcasing her modelling journey at Harper’s Bazaar.
A recent study by Dr Rashid Saeed from The University of Queensland’s Business School investigated the effectiveness of two types of granfluencers – those who broke elderly stereotypes and those who didn’t.
“Across three experimental studies, participants consistently responded more positively to age-stereotype-defying ‘granfluencers’ than they did to conventional depictions of ageing,” Dr Saeed said.
“People reported stronger emotional engagement, more favourable attitudes toward travel brands and a greater intention to book experiences.”
With those over 60 projected to make up almost a quarter of the global population by 2050, according to the World Health Organization, the positive portrayal of older people and ageing is important.
“Solo travel among older adults is also rising, with travellers over 65 increasingly exploring destinations on their own terms,” Saeed said.
“By portraying older adults as capable, adventurous and future‑focused, they contribute to a more inclusive understanding of ageing, one that resonates across generations.”
The study found that the old-age-defying granfluencers improved attitudes towards the brand and increased purchase intention as well as evoking hope.
“These findings show that late-life influence in tourism is not only viable, but also powerful, when communicated through stereotype-challenging narratives that affirm vitality, agency and future possibilities.
“By eliciting hope through stereotype-challenging imagery, granfluencers may trigger motivational processes that encourage consumers to reimagine aging and re-evaluate their future orientation, particularly in symbolic consumption categories like tourism.”
Images: Instagram
