Tapping the Demographic Dividend Project

Project update: July 2018

"Look for ways that older Australians can participate more effectively in our society and our economy to the best of their abilities" 
The Blueprint for an Ageing Australia, (2014), Per Capita


The Tapping the Demographic Dividend Project commenced in August 2015 and completed in July 2018. This project aimed to identify and then implementing economic development opportunities that centred around the significant senior population within the Fleurieu region (Alexandrina Council, District Council of Yankalilla and Victor Harbor Council). The finding from the research and consultation conducted for the project is available in the activities report for the Tapping the Demographic Dividend project for 2016-17. This provides the scope of the initial work carried out for this project over the first 12 months and the development of the Action Plan Summary for 2016-18 for the next two years. 


During 2016-18 the project initiated a variety of actions against the activity areas identified. Projects and initiatives were:

  • What Seniors Need and Want Market Research - McGregor Tan was engaged in 2016 to undertake market research on "What Seniors Need and Want" across the Fleurieu Peninsula. This report can be accessed by clicking on the following link - Fleurieu Peninsula Seniors Needs and Wants Research Report 
  • Assisted Accommodation Tourism Package: This project commenced in 2016-17 and developed an accommodation package underpinned by care support. Working with McCracken Country Club, My Care Solutions (was Home Instead Senor Care) and Xtra Aged Care with further support provided by Country SA Primary Health Networks, older tourists with health concerns will still be able to travel and have a tourism experience benefiting their physical and mental health. The product worked to allows this client group to continue to travel and enjoy life as much as possible. It also opens a new market for accommodation providers.
  • Inclusive Tourism: Inclusive Tourism or Accessible Tourism aims to ensure that people of all needs are able to access tourism products. This initiative sought to inform and advocate for inclusive tourism across the Fleurieu and delivered 11 business reviews by Push Adventures http://pushadventures.com.au for Fleurieu Tourism Operators. A Workshop “Inclusive Tourism 101” was also held on 1 August 2017 in McLaren Vale for Tourism Operators and other interested organisations across both Adelaide Hills and Fleurieu. This workshop informed on the opportunity inclusive tourism brings to the industry and how to access this opportunity for local businesses. One example of this work is the new access information webpage for the Willunga Farmers’ Market https://www.willungafarmersmarket.com.au/visitor-access-guide/ 

Other Inclusive Tourism activities were: 

  • FleurieuA grant was provided to Fleurieu Peninsula Tourism to update their website with information for visitors on ‘accessible’ activities and accommodation in the region; and for operators with links and information on how to be more inclusive  across customer service, information provision and infrastructure areas.  Content for this was developed from the Push Adventures business reviews, websites and knowledge of local attractions.
  • Adelaide HillsThis included working with the Hills Positive Ageing Taskforce on their own Inclusive Tourism project that was completed in December 2017 with business reviews and access information on the Adelaide Hills Tourism website for tourism operators and visitors http://www.adelaidehills.org.au/inclusive . A further project was then identified around Dementia Friendly Communities which successfully won grant funding for 2018-19. 



  • VIBE Skilled Volunteering Project - Following consultation and project scoping in 2016-17 the VIBE project was delivered from mid 2017 through to end of March 2018 by Southern Volunteering. VIBE sought to develop the processes for the recruitment of skilled volunteers and education and promotion of skilled volunteering to community organisations. This project provided the following outcomes:
  • Almost 100% of potential candidates for the VIBE project expressed a desire to be considered for a skilled role. Those who declined did so due to ill health, had gained employment of were satisfied with existing volunteer roles;
  • Successful referrals have been given the opportunity to utilise their skills and to transfer their skills into industries where they had no previous exposure
  • Southern Volunteering has now developed the processes and staff/volunteer education in a greater understanding of the opportunities for volunteers with skills and organisations requiring skills
  • Over 30 local volunteers were referred to skilled roles across graphic design, teaching, bookkeeping and accounting, IT, nursing, editing and writing, music, Counselling and disability;

Although in principle many community organisations were enthusiastic, barrier to implementation were encountered. Reasons identified were: 

  • Confusion of what could be considered a paid vs volunteer role
  • Time constraints to develop new roles
  • Unwillingness to relinquish control of skilled work areas
  • Lack of support from higher management

Southern Volunteering http://www.svsa.org.au continues to offer Skilled Volunteering opportunities. 


  • Make it IntergenerationalA small grant was provided to the Community Hub at Goolwa to improve communications and interactions between the generations by engaging young people in interviewing and recording videos of older people’s stories. These stories were presented at The Zest For Life, A ZestFest Event in October 2017 and the first birthday celebrations of the Community Hub at Goolwa. The Festival is a Council of the Ageing initiative, which every year celebrates opportunities to form relationships between the generations. The short film developed through this project showed young and old interacting through the interview process and the older people telling their stories.

  • No One Need Eat Alone Tonight - Social isolation is a major cause of poor health including nutrition and mental health and affects 1 in every 3-4 people who live alone. This project sought to bring innovation to social eating programs aimed at seniors by the development of three test models. The project worked with Test Kitchen https://www.testkitchenproject.com on consultation and model development. A consultation session was held in October 2017 with local government social eating program coordinators and home and community care providers, Meals on Wheels, dietitians and other groups operating in this space. The information gathered at this session, plus further one-on-one consultations identified three potential test models:

      • Residential dining, encouraging and facilitating locals to mix and socialise;
      • Home, this model proposed to work with a cluster of Meals on Wheels clients encouraging them to eat together with their meals being delivered to the one address;
      • Community dining breakfast utilising a community space for a social dining experience.

The Community and residential dining models were tested with a breakfast event held in April 2018 at the Goolwa Community Hub and an Epicurious Dining event at a number of locations in Victor Harbor held over two days that sought to engage with people (particularly older people) and support them to dine socially. 


  • Food and Healthy Ageing Project was commenced in late 2017 working in partnership with the SA Government on market segmentation work. Through industry consultation and three senior’s consumer focus groups across metropolitan Adelaide and the Fleurieu, the Food and Healthy Ageing Survey was developed and market segmentation analysis performed on the data collected. For more detailed information on the Food and Healthy Ageing Project visit http://www.rdahc.com.au/177.html 

Further details and project reports on each of these project can be obtained by contacting Steve Shotton stephens(at)rdahc.com.au or call the RDA office on 08 8536 9200.


Other reports and information: 

Shaping the Future of SA - Ageing Well report