The retirement glow-up: over 65s pursuing passion-driven side hustles

15 June 2026

From pet sitting, ride-share driving, content creation and turning lifelong hobbies into small businesses, new research commissioned by AustralianSuper shows Australian workers are rethinking retirement, with two thirds planning to continue working well beyond traditional retirement age.

The shift is already playing out in the workforce. According to ABS data, the number of employed Australians aged 65 and over has jumped almost 70 per cent over 10 years, from 433,000 in June 2015 to 732,000 in June 2025.

Rather than stepping away from work entirely, 87 per cent of working Australians say they want to earn income in retirement through work they enjoy and can do flexibly, signalling a major shift in how Australians are thinking about life after full-time work.

What may have once been a hobby for many retirees is increasingly becoming a source of income, highlighting how retirement is evolving from a stopping point into a more fluid continuation of work, identity and activity.

Current retirees are already leading this change, with many choosing to supplement their retirement income through flexible, interest-led work.

One trend reflecting this shift is the rise of the ‘gran-fluencer’ - older Australians building online audiences around cooking, travel, gardening, finance, fashion and life advice.

Jane McCann is a Melbourne-based content creator best known as ‘The Middle-Aged Goddess’. What began as candid social media posts about life after 50 has evolved into a thriving personal brand and business, demonstrating how digital platforms are creating non-traditional income streams later in life.

McCann has built a community of more than 213,000 Instagram followers by challenging stereotypes about ageing and demonstrating that entrepreneurship and career growth are not limited by age.

“What started as me sharing honest thoughts about midlife and ageing online has grown into something far bigger than I ever expected. I wasn’t trying to build a business, I just wanted to start the conversations I felt were missing,

“What I love most is showing that creativity, ambition and entrepreneurship don’t have an expiry date. Building an audience and a personal brand in my 50s wasn’t part of the plan, but it’s opened up incredible opportunities and become a way to earn an income doing something I genuinely enjoy.

“There’s a misconception that social media is only for younger people, but some of the most valuable content comes from lived experience. The digital world has made it possible to turn that into real communities, and for some, real income.”

However, while enthusiasm is high, many Australians (83%) have reservations about relying on non-traditional income streams later in life, with unpredictable earnings the most cited challenge (44 per cent).

AustralianSuper’s Head of Retirement, Jacki Ellis, says the findings reflect a refreshing cultural shift in how Australians are thinking about their retirement, with the rise of interesting post-work pursuits adding lifestyle benefits.

“For many Australians, retirement is becoming more of a dynamic life stage, where they may pursue income streams that align with their passions and lifestyle, rather than treating it as a hard stop,” Ms Ellis said.

“It’s inspiring to see modern retirees paving a new path for what retirement can look like for future generations – whether that’s on social media or within their community – it has certainly broadened the possibilities.

“Passion-driven pursuits in retirement can provide lifestyle benefits but often result in an unpredictable income. With most retirees relying on super and, where eligible, the Age Pension, managing multiple income streams can be a juggle, and this is where retirement planning can really help.

“With effective retirement planning, Australians can feel confident they have the right foundation in place, giving them the flexibility to pursue passion-driven side hustles in retirement, reaping the lifestyle benefits that may follow.”

To get a head start on your retirement planning visit: How much do you need to retire