The Emergence of Generation Greytt
Re-defining the 50+ Possibilities
September 2024Enter email to download a copy of the report
What you can find in this report
- 01Executive Summary
- 0210 Key Insights into the Gen Greytt
- The Great Reimagination: Life Begins at 50
- Flexibility: The New Gold Standard in Work
- Health as Freedom: The Pursuit of Wellness
- Adventure Awaits: The New Travel Pioneers
- Tech-Savvy Multitaskers: Breaking the Digital Divide
- Friends, Family, and Connection: The New Social Capital
- Money Matters, but Meaning Matters More
- The Legacy Seekers: Building Something That Lasts
- Purposeful Consumerism: Values-Driven Spending
- The Adventure Never Ends: A Life in Motion
- 03Conclusion
- 04Methodology Details
- 05About ADNA Research
- 06About Greytt
Executive Summary
The current 50+ demographic, coined Generation Greytt, is rapidly changing the way we think about aging. No longer a group defined by slowing down, they are instead embracing reinvention, wellness, flexibility, and digital multi-tasking. This report highlights the key trends and psychographics that define this dynamic generation, demonstrating their significant impact across industries. From travel & work to health & technology, Gen Greytt is rewriting the rulebook on what it means to thrive beyond 50!
01The Great Reimagination: Life Begins at 50
For Generation Greytt, turning 50 isn't the beginning of the end—it's the beginning of new adventures. Over 70% feel optimistic about their future, with a significant 88% expressing a strong desire to learn and grow. They are not simply aging; they are actively reimagining what the next stage of life can look like
This generation thrives on personal growth and reinvention. Businesses that can provide opportunities for continued learning and self- improvement will attract their attention and loyalty.
02Flexibility:The New Gold Standard in Work
Flexibility
75% of this group is seeking gig-style work and 56% are citing flexibility as crucial to continued work options.
Fulfillment
Hiring parties need to look beyond remuneration if they want this strategic talent group. Project- based roles meets meaningful assignments are the key to unlocking this talent pool.
03Health as Freedom: The Persuit of Wellness
For Generation Greytt, health is more than just staying fit—it's the gateway to independence and an active lifestyle. Their focus on wellness is about enabling the freedom to travel, work, and experience life on their own terms.
Wellness brands should focus on solutions that support holistic well-being, emphasizing both physical and mental health as crucial enablers of this generation's independence and aspirations.
04Adventure Awaits: The New Travel Pioneers
Generation Greytt has transformed travel from a luxury into a lifestyle.
With 96% of respondents traveling at least once a year and 97% planning their own trips, they seek unique, immersive experiences that reflect their desire for independence and exploration. Travel for them is about expanding horizons and discovering new cultures.
05Tech-Savvy Multitaskers: Breaking the Digital Divide
From AI to smart homes, they see tech as a means of enhancing their lives and staying connected!
- 90%Of Generation Greytt are comfortable with adopting new technologies.
- 80%Of them make online purchases multiple times a week.
Tech brands should target Generation Greytt with user-friendly, impactful solutions. This group is eager for innovation, and businesses that deliver accessible, intuitive digital products will gain traction with this tech-savvy audience.
06Friends, Family, and Connection: The New Social Capital
Relationships and community are paramount for Generation Greytt. With 90% stating they wish to remain professionally and socially engaged, their focus has shifted towards building deep, meaningful connections with friends and family. They view their social network as essential to maintaining emotional health and well-being.
Social platforms and community-focused brands must create spaces where this Gen can foster relationships, whether through virtual connections or real-world experiences. Enabling meaningful engagement will lead to brand loyalty
07Money Matters, but Meaning Matters More
While financial security remains important for Generation Greytt, they prioritize purpose over profit.
They want to contribute, not just earn, and are driven by the desire to leave a legacy.
Companies should focus on offering meaningful work opportunities that align with Generation Greytt's values. They seek engagements where their experience and wisdom can make a real difference
08The Legacy Seekers: Building Something That Lasts
Generation Greytt is focused on legacy—what they can leave behind for future generations. This is about more than money; it's about wisdom, values, and social impact. They want to be remembered for their contributions, not just for what they owned.
Nearly 60% of this group is over 55, and 91% want to utilize their experience in meaningful ways for another decade or more.
Brands that create opportunities for this group to engage in philanthropy, mentorship, or community-building will resonate with Generation Greytt. They are looking for ways to give back and leave a lasting, positive imprint.
09Purposeful Consumerism: Values-Driven Spending
For Generation Greytt, spending is not just about acquiring goods; it's about aligning purchases with their values.
Nearly 50% of them associate with traits of purposeful life, sense of fulfilment, wisdom & nurturing connections.
10The Adventure Never Ends: A Life in Motion
Even as they move into their later years, Generation Greytt is far from slowing down. Their adventurous spirit is alive and well, with a significant portion of this group engaging in new hobbies, travel, and even extreme sports. 93% of these thrill seekers want to explore the world!
55% of the Gen Greytt associate with adventure seeking traits across travel, adventure sports & even learning new sports/ skills.
1 in 3 of them said 're-inventing' themselves' is top priority.
Conclusion
A Forward Looking Generation Greytt; a Catalyst for Innovation & Growth
Generation Greytt is redefining aging, turning 50+ into a dynamic period of life marked by reinvention, exploration, and purposeful living. This generation demands more from the brands they engage with, valuing flexibility, authenticity, and meaningful experiences.
Businesses that respond to the needs of Generation Greytt, from travel & wellness to tech &social connection stand to gain from their vast spending power and influence. Now is the time to recognize their impact and cater to their unique, evolving aspirations!
Methodology
Fieldwork Timeline: June
Geography: Singapore and Malaysia
Sample Size: 2,006, 50+ individuals
Singapore: 1,005 respondents &
Malaysia: 1,001 respondents
Data Collection: Conducted through an online survey, focused on socio-economic parameters and age.
Questionnaire Design: Closed-ended questions, with a duration of under 5 minutes to ensure completion
About ADNA (Our research partner)
ADNA is a Singapore-based global research consultancy, disrupting the quantitative market research through its proprietary platform, which gathers feedback directly from real, everyday people. ADNA specialises in custom quantitative studies, offering rapid turnaround times and larger sample sizes than industry standards.
With access to over 600 million people globally and a seasoned team of career researchers and tech talent, ADNA serves multinational corporations, SMEs, startups, and government organizations.
Led by Nishant Kaushal, a market research leader in Asia, ADNA is at the forefront of challenging the precarious “good- enough” standards prevalent in today's research industry, always focused on delivering robust & actionable insights that drive impactful decisions.
Contact nishant@adna.global for more info.
About Greytt
Greytt is a premier Fit for 50+ platform, with services across wellness, travel, gigs, finance & more.
We are on a mission to power purposeful and passionate lives for the ageless. Using Greytt experts, AI, and data we build age-centered products & services to match the passion areas & life stage needs of the 50+
Greytt's foundation is built on a powerful manifesto that challenges societal perceptions of aging. It's about celebrating the vigour and aspirations that don't fade with the passing of years
Greytt embodies a spirit of adventure, wisdom, and the relentless pursuit of growth, tailored expressly for a demographic that's too often overlooked yet brimming with potential and passion.
At the heart of Greytt is a vibrant community of individuals who are united by their refusal to be defined by age. Greytt doesn't just offer services; it builds connections, crafts experiences, and fosters a sense of belonging among those who are often sidelined by mainstream narratives around aging.
Because, Beyond the grey lies Greytt!