Not young, but not yet old: Ways to target the 50 somethings in SG and MY

The current over 50 demographic is rapidly changing the way we think about aging. Made up of Baby Boomers (born between 1946 and 1964) and Generation X (born between 1965 and 1980), this generation is distinct from previous ones due to their unique experiences, shaped by significant technological advancements, economic shifts, and social changes.generation 

However, for this generation, turning 50 isn’t the beginning of the end. In fact, 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, according to a study by Greytt, a platform leveraging experts, artificial intelligence (AI), and data to understand the experience of those 50 and above.

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While much attention is given to younger demographics and senior care, the new 50+ demographic represents a largely untapped market with unique needs and significant spending power.

Technology and work opportunities 

The study, which involved over 2,000 individuals in Singapore and Kuala Lumpur, also found that 75% of this group is seeking gig-style work and that 56% cite flexibility as crucial to continued work options. While financial security remains important for these folks, they prioritise purpose over profit. They want to contribute, not just earn, and are driven by the desire to leave a legacy. In fact, 54% cite financial considerations as important, but 46% value meaningful work more.

Companies should focus on offering meaningful work opportunities that align with this demographic's values. They seek engagements where their experience and wisdom can make a real difference. It also found that 90% of those in the generation are comfortable adopting new technologies while 80% of them make online purchases multiple times a week. 

As a result, tech brands should target this demographic 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, said the report.

Relationships, wellness and lifestyle

Relationships and community are also paramount for this new 50+ generation . 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. 

The study also found that 91% of the 50+ demographic in Singapore and 82% in Malaysia engage in regular physical activity. For them, health is also 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.

As a result, wellness brands should focus on solutions that support holistic well-being, emphasising both physical and mental health as crucial enablers of this generation’s independence and aspirations.

When it comes to travel, 96% of respondents travel at least once a year and 97% plan 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. To market to them, the travel industry should focus on experiential and customisable travel opportunities. Travel brands that can deliver authentic, adventurous experiences that cater to this generation’s exploratory spirit will win their loyalty, said Greytt. 

Spending habits

For this generation, 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 and nurturing connections.

Companies that emphasise ethical practices, sustainability, and social responsibility will attract this discerning demographic. In fact, according to Greytt, despite their affordability, 92% focus on getting the best value instead of opting for luxury goods. "Businesses that respond to the needs of Generation Greytt, from travel and wellness to tech and social connection stand to gain from their vast spending power and influence," said Greytt. 

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