Having a sense of purpose: staying relevant, motivated and fulfilled
This is the fifth post in our Grey Matters series exploring the six pillars of wellbeing in later life. So far, we’ve looked at independence, security, staying connected, and keeping healthy and active. In this post, we turn to something less tangible but just as vital: having a sense of purpose.
Purpose is the invisible thread that runs through all other pillars. It gives structure to our days, meaning to our actions, and a reason to stay involved. And far from fading in later life, the need for purpose often becomes even more important.
Why purpose matters
In our research with homeowners aged 70 to 89, we found that many participants were clear: just because they had retired, it didn’t mean they were ready to stop contributing.
65% said they valued having ways to give back
63% wanted to keep learning and developing
42% were still working by choice, not necessity
These aren’t passive statistics. They reflect an active desire to stay engaged, to remain useful, and to feel like they matter.
What does purpose look like?
Purpose in later life can take many forms. It doesn’t have to be grand or world-changing. It might be:
Volunteering for a local charity or cause
Caring for a partner, friend, or grandchild
Contributing to a community garden or club
Continuing with part-time or freelance work
Mentoring others or sharing hard-earned experience
Learning a new language, skill or craft
Purpose can be personal, practical, intellectual or emotional. What matters is that it feels meaningful to the individual.
The impact of purpose on wellbeing
Purpose is closely linked to emotional and cognitive health. Studies consistently show that older adults with a strong sense of purpose experience:
Lower levels of depression and anxiety
Better cognitive function and slower memory decline
Increased resilience during times of change or loss
Greater satisfaction with life overall
In short, when people feel like they have something to offer, they also feel more like themselves.
Purpose and identity
Much like independence, purpose plays a key role in how people see themselves. When someone retires, moves, or loses a long-held role, it can create a vacuum. But when there’s still something to aim for, contribute to or care about, identity is preserved.
One participant told us: “I may be retired, but I’m not done.” That statement reflects the quiet determination we heard from many people in our study.
Too often, older adults are portrayed as winding down. But our research shows that many are actively looking for ways to stay useful, curious and involved.
Barriers to finding purpose
While the desire for purpose is clear, it’s not always easy to find. Some of the barriers people face include:
Ageism: Feeling overlooked or excluded because of assumptions about age
Loss of previous roles: Retirement or bereavement leaving a gap
Limited access: Lack of opportunities to learn, volunteer or contribute
Mobility or health issues: Physical challenges that make participation difficult
Overcoming these barriers means not only offering opportunities, but actively inviting older adults to be part of meaningful experiences.
A cultural shift
Purpose isn’t just an individual need, it’s a cultural opportunity. We are living longer, healthier lives. That brings the chance to redefine what “later life” looks like. And for many, that includes working longer, learning more, and giving back in new ways.
Brands, employers and service providers can help shift the narrative from one of decline to one of contribution. That might mean:
Designing lifelong learning platforms for all ages
Creating flexible work or volunteering options
Highlighting stories of older adults making a difference
Offering opportunities to mentor, teach or share expertise
The more we build a world that expects and enables contribution at every age, the more purposeful older adults will feel.
What services can do
Organisations that serve older adults should treat purpose as a central part of their offer, not a nice-to-have. That could include:
Programmes that match skills to community needs
Spaces for making, learning and sharing
Partnerships with charities and local groups
Events and experiences that promote contribution and connection
These don’t have to be elaborate. Sometimes, a simple invitation to get involved is all it takes.
Our view
Having a sense of purpose is what keeps us going. It motivates us to get out of bed, to engage with others, and to keep learning and growing. In later life, it’s not about staying busy for the sake of it - it’s about staying relevant, capable and connected to the world.
Purpose is deeply personal, but universally powerful. It deserves the same attention as physical health or financial security when we talk about ageing well.
In our next Grey Matters post, we’ll look at the sixth and final pillar of wellbeing: being in the right place. How does where we live shape how we feel, and what do older adults really want from the places they call home?
source: Boomer + beyond_What's driving wellness_quantitative study