Over 50s Dating App Lumen Launches New Campaign ’50 Is Just The Start’

Lumen, the dating app exclusively for over 50s, today reveals findings from newly commissioned research into the attitudes of Australia’s over 50-year-olds as part of its bid to challenge ageist stereotypes that permeate society today, especially in the media.

The research, which was released to launch Lumen’s ‘50 Is Just The Start’ campaign, reveals older Australians are dynamic, youthful and courageous – refuting the frail, conservative and fuddy duddy image that is all too often projected in media today.

The research found that 40 per cent of over-50s surveyed are travelling more than they did when they were younger, and 30 per cent are trying new experiences and enjoy pushing themselves out of their comfort zones.

A staggering 40 per cent say they are exercising regularly and feel fitter than they did when they were younger – something which is clearly illustrated in Lumen’s campaign which features the world’s oldest professional surfer, a 55-year-old with a 6th degree black belt in Kenpo 5.0, a 50+ year-old pole dancer, and an 82-year-old daily gym-going grandmother – all proving that age is just a number.

Tony Angus, 55, the highest ranking Kenpo 5.0 artist in the southern hemisphere, and Michael Cottier, the world’s oldest professional surfer at aged 63, are examples of Australia’s older generation who are defying the social preconceptions that life slows down when you reach a certain age.

Both are performing at elite levels in their chosen sporting fields.

According to the research, nearly 60 per cent of over-50s claim they are still learning, including Sarah Thompson, aka Miss Fit, who at 55 is the oldest in her pole dancing classes, proving that new skills can be gained at any age.

The commissioned research follows a recent international study into the media’s representation of over 50s, which revealed that 86 per cent of this age group felt misrepresented stating that the images portrayed of their age group were not reflective of their generation today.

Lumen co-founder and CMO, Charly Lester commented: “Far too often the media sweeps anyone over the age of 50 into one ‘50+’ age bracket, and regularly depicts being ‘over 50’ with images of 70- or 80-year-olds. But there is a huge difference in those age groups.

“While 50 might have been the start of old age years ago, today that is just not the case – in today’s day and age, 50 is far closer to mid-life than retiring with most 50-year-olds living lives conducive to that of someone in their 30s and 40s, not someone in their 70s and 80s.”

Lester added: “At Lumen, we want to put a stop to ageism and to celebrate people that are 50+ by highlighting that life is far from done with you ‘hit the big 5-0’.

“The individuals in our latest campaign do just that.

“Practicing a martial art at a 6th degree black belt level displays far more dedication to fitness than most people I know in their 30s and 40s.”

She concluded: “And learning to pole dance in a class full of people 30 years younger, is hugely inspiring both physically and mentally.

“These age-defying 50+ year-olds really are proving that age is just a number and that for them, 50 really is just the start.”

Advertise with us

Please login with linkedin to comment

Lumen