grey matters is an evolving conversation, moderated by Boomer + beyond, that gives a voice to older people across the UK.
Through honest, thought-provoking discussion, it breaks down stereotypes, shatters assumptions, and reveals the vibrant, diverse realities of ageing.
It’s time to hear the truths that matter most.
Living on their own terms: why independence matters to Boomers
Boomers are clear about what matters most: independence. Building on new research from our partners at theEword, this Grey Matters post explores why many resist traditional retirement models and what freedom, control and choice really mean to them.
It highlights the growing demand for later living options that support autonomy rather than restrict it.
Clicking with confidence: how Boomers are using digital to find their next home
Today’s Boomers are far more digitally fluent than many assume.
Building on research from our partners at theEword, this Grey Matters piece explores how the over-60s are using property portals, social media and online research to shape major life decisions.
It also considers what this means for operators looking to build trust and connection in a digital-first market.
Why downsizing has become a lifestyle choice
Most Boomers aren’t downsizing because they have to, they’re doing it because they want to.
New research from our partners at theEword, interpreted through the Grey Matters lens, reveals a generation making proactive lifestyle choices rather than reactive financial ones.
From rethinking empty-nest homes to moving closer to family, this piece explores how “right-sizing” is redefining what later life living looks like, and what it means for operators trying to reach this powerful audience.
Part one of a three-part Grey Matters collaboration with theEword exploring Boomers’ property motivations, digital confidence, and attitudes to independence.
Why where you live matters more as you age
Inequalities across the UK mean your postcode can shape everything from life expectancy to financial security in later life.
Drawing on the ILC’s new Better Lives Index, this post explores why place matters more as we age, and how targeted action could unlock healthier, longer lives for everyone.