In today’s rapidly evolving world, a bold and spirited group is challenging outdated ideas of ageing. Welcome to Generation Greytt — a vibrant segment of individuals aged 50 and above, who are not just ageing, but actively redefining what life after 50 looks like.
The report titled “The emergence of Generation Greytt: Re-defining the 50+ Possibilities”, conducted in June 2024, surveyed 2,006 people aged 50+ across Singapore and Malaysia. It uncovers eye-opening insights into their lifestyle, ambitions, and mindset — and most importantly, how they’re transforming the perception of ageing.
Reinvention is the new retirement
One of the key findings from the report is 55 percent of responders associate with adventure seeking traits — from travel to adventure sports to learning new skills. And for 1 in 3, “re-inventing themselves” is a top priority.
“Over 70 percent of this segment feel optimistic of their future, and 88 percent want to embrace current challenges and learn something new with the highest skew towards ‘reinventing self’ as the key factor. This attitude to the 50+ lifestage is what made us coin the term Generation Greytt when talking about them! Because beyond the grey lies Greytt,” said Preethi Sanjeevi, Co-Founder & CEO of Greytt.
Their adventurous streak is clearly visible — 93 percent of these thrill seekers want to explore the world! Travel is no longer a luxury; it’s a lifestyle. In fact, 96 percent of respondents travel at least once a year and 97 percent plan their own trips, as per the findings.
“In Singapore, 66 percent of the group are taking two overseas trips a year, and 96 percent in Malaysia are taking at least one overseas trip a year. More interestingly, even in the 60+ age group, 51 percent are taking two overseas trips a year,” noted Ramakrishnan CN, Co-Founder & CPO, Greytt.
“The second unique insight was 95 percent said they plan their own travel; and do not enjoy tour group or other forms of pre-organised travel. Almost 45 percent also book their own travel. This number stays the same even for the 60+ sub-group.”
Values over vanity
Though they have the means, Generation Greytt isn’t driven by luxury. Despite their affordability, 92 percent focus on getting the best value instead of opting for luxury goods.
For them, spending is about values — not vanity. Nearly 50 percent of them associate with traits of purposeful life, sense of fulfilment, wisdom and nurturing connections.
Companies that emphasize ethical practices, sustainability, and social responsibility will attract this discerning demographic, the report stated.
They are legacy-minded, thinking about what they’ll leave behind — not just in terms of wealth, but wisdom and impact. They want to be remembered for their contributions, not just for what they owned.
Tech-savvy, physically active and purpose-driven
One of the most surprising insights? Ramakrishnan said, “We saw over 90 percent magnitude of agreement (very high for any sort of data scale) on behavioural traits like:
- Stay up-to-date with latest technology trends including adapting to ChatGPT, smart home gadgets etc.
- Travel is a way to explore and discover
- Want to embrace challenges and learn something new
- Want to remain professionally engaged, while utilising their experience in a flexible way”
He also said that several notions were busted, and listed the top three.
- Myth: The 50+ are not digitally savvy!
- Reality: 90 percent of the segment is comfortable adopting new twitch. 80 percent of them make at least three online purchases a week.
- Myth: The 50+ are not physically active & mobile!
- Reality: 91 percent in Singapore and 82 percent in Malaysia engage in physical activity at least once a week.
- Myth: The 50+ are ready to stop working and hang up their boots!
- Reality: 75 percent of the group is seeking gig-style work. Flexibility as a key factor in how they will continue their work life was cited by 51 percent of the respondents.
And it’s not just about money — 54 percent cite financial considerations as important, but 46 percent value meaningful work more.
The idea behind Greytt
“The idea of Greytt was born from a strong personal need and urgency to build solutions for our own futures and for our peers who are not even close to slowing down,” said Preethi.
“We are an inter-generational founder team, where Rajeev is 60 years and a current Generation Greytt consumer, whilst Rama and Preethi at 46 years are not too far from this life stage.”
“It was validating to see when we did our market mapping – a glaring gap. There simply weren’t any products or services tailored to the 50-70 demographic. Everything seemed to focus either on the below 40s or jumped straight to assisted living and medical solutions for the 75+,” she said.
“This demographic has unique needs, high disposable income, an enthusiasm for this phase of life, and an outlook of optimism to use their disposable time to reinvent and relish the 50+ life! They are going to account for more than 60 percent of global consumer spending by 2030. Yet, they are largely ignored by brands or services alike.”
From concept to launch, Greytt took 12 months. It now offers:
- Greytt Moves – custom fit-for-50+ wellness solutions
- Greytt Journeys – hyper personalised travel planning for the DIY 50+ explorer
- Greytt Legacy – a digital asset aggregation & legacy management tool
Inspired by real people
When asked who inspired them to start the venture, Preethi said, “We wouldn’t say it was one role model. We were inspired by lots of people in our lives – peers, friends, bosses, mentors, celebrities – all of whom were challenging ageing norms, in big and small ways.”
“It could be a parent who started a corporate career at 50 or a mentor who relocated to a new country at 55 or peers who are opting to start-up at 47.”
“The collective energy of people 50-70 years, who are proving that aspirations that don’t fade with the passing of years is what inspires us to build Greytt, every day,” she added.
Grey divorce and new beginnings
On the topic of rising grey divorces, Rajeev Lochan, Co-Founder & CCO, Greytt, offered a thoughtful take.
“This is a very complex and nuanced topic, so we are not sure we can provide a short pov on this. But, here are some thoughts on what we see around us,” he said.
“We live in a time of such dramatic changes, where the questioning of many social constructs is inevitable. Marriage is one such construct, whether grey or not.”
“Some of the more often cited reasons for grey divorce are shifting priorities, greater independence, or a desire for differently meaningful years ahead, none of which are different from reasons for marriages at any life stage to break.”
“In this transition, community becomes vital — offering connection, support, and a sense of belonging during a time of change. Purpose comes into massive focus, and systems including transition counseling will become imperative to help individuals manage this life change. Equally important is redefining one’s legacy: what you want to stand for, pass on, or pursue next.”
Looking ahead and back
Asked what would the results look like if they did the survey either 5-10 years earlier or later, Rajeev said, “If we were to conduct the Generation Greytt study in 2035… the mindset, technological references, and consumer attitudes would be vastly different from those in a 2015 study.”
“In 2015, the group would largely comprise Baby Boomers with more traditional views on aging, limited tech engagement, and cautious openness to change. By contrast, the 2035 cohort — primarily Gen X and Millennials — will be digital natives with higher expectations around reinvention, personal agency, and tech-integrated living.”
“The biggest drivers of this shift are rapid technological evolution and the redefinition of aging as a stage of growth rather than decline.”
‘It’s a movement’
“Greytt is more than a platform or the services it offers. It is a movement,” Preethi concluded. “A stand by those who are not ready to hang up their dancing shoes or adventurous spirit. We are on a mission to make the world look beyond the grey in the hair and see the greatness that thrives within those who embrace this chapter of their lives with zest.”
