Independence: the foundation of wellbeing in later life
This is the first in a new series of Grey Matters posts exploring the six pillars of wellbeing in later life. Over the coming weeks, we’ll dig into each one in turn - starting with the one that matters most to the people we spoke to: independence.
For many over-70s, it’s not just important. It’s everything.
Why independence matters more with age
In our recent quantitative study with homeowners aged 70 to 89, independence emerged as the single biggest contributor to wellbeing. An overwhelming 92% said that having autonomy over their life made a positive difference to how they feel day-to-day. And 85% said it was important not to feel like a burden to others.
These findings echo what many of us instinctively know: the ability to make your own decisions, manage your own routines, and maintain control over your life is vital. But what’s perhaps under-recognised is just how sharply this desire for independence rises with age.
As people move through their seventies and eighties, they face increasing societal and environmental pressures that can threaten that autonomy. Health issues, outdated housing, inflexible systems and overprotective attitudes can all chip away at a person’s sense of control.
And yet, as our study shows, this control is exactly what keeps people well. Independence offers not just functionality, but a profound sense of dignity.
What independence means in practice
Independence in later life isn’t about going it alone. It’s about:
Choice: deciding how you want to spend your day
Control: managing your health, money and home on your own terms
Freedom: being able to go where you want, when you want
Pride: not feeling like a burden to others
It shows up in everything from being able to drive to managing your own prescriptions. From choosing what to eat to setting your own routine. These are simple freedoms that become powerful protectors of wellbeing.
For some, it’s about still being able to walk to the shops. For others, it’s having a say in who comes into their home or how they spend their money. The thread that ties it all together? Agency. The ability to direct your own life.
The risk of "over-caring"
One insight we often see in our conversations with older adults is a quiet frustration with well-meaning over-care. Family, professionals and services often want to help - but sometimes that help comes at the cost of dignity or control.
It might look like doing things "for" someone rather than "with" them. Making decisions on their behalf. Assuming inability, rather than asking.
This doesn’t mean people don’t want support. It means they want support on their terms. The best services are those that enable people to stay in charge, not those that take over.
Why this matters for brands and services
If you design for later life, independence needs to be your starting point. That might mean:
Homes that are easy to move around, maintain and personalise
Tech that empowers rather than confuses
Transport that supports spontaneity
Policies that assume competence, not dependency
Even small shifts in how services are framed can make a difference. Offering options instead of directives. Asking, rather than assuming. Focusing on enablement, not management.
The cultural narrative
We live in a society that often equates ageing with decline. And yet, most older adults don’t see themselves that way. In fact, many feel just as capable as ever—as long as their environment doesn't work against them.
A 2021 study from the Centre for Ageing Better found that 79% of people over 70 feel younger than their actual age. Independence helps reinforce that self-perception. It keeps people feeling active, involved, and relevant. It protects not just functionality, but identity.
Independence and interdependence
It’s also worth recognising that independence doesn't mean isolation. Many older adults value support networks and social relationships - but they want to be active participants in those relationships, not passive recipients.
True independence includes the freedom to seek help, to collaborate, to be part of something, without losing control of the narrative.
Our view
Independence isn’t a luxury. It’s a lifeline.
It’s the core around which all other aspects of wellbeing are built. Without it, connection feels less meaningful, activity feels less possible, and purpose becomes harder to access.
Those who build for later life, whether that’s in housing, design, tech or care, need to think of independence not as an outcome, but as a starting principle. A non-negotiable foundation.
In the next post in this Grey Matters series, we’ll look at the second pillar: security. What does it really mean to feel safe in later life - and how can we design for that feeling?
source: Boomer + beyond_What's driving wellness_quantitative study