With Greytt, Malaysia’s pioneering lifestyle and wellbeing platform for the 50+ generation, Ramakrishnan CN is proving that the so-called “silver economy” is anything but slow. Under his leadership as Co-Founder and Chief Product Officer, Greytt has transformed overlooked audiences into active cultural drivers — empowering older adults to live with dignity, vitality, and purpose.
At the 21st Malaysian Media Conference on November 4, Ramakrishnan will be unpacking the Rise of the Grey — challenging the myths that the 50+ generation is stuck in the past and showing instead how they are optimistic, adventurous, digitally fluent, and increasingly influential in shaping culture, household spend, and media consumption.
We sat down with Ramakrishnan to explore how AI, empathy, and cultural insight are powering a new movement — and why brands can no longer afford to overlook the Grey Tribe.
Many people shy away from dealing with the Grey tribe. Why is that so? No more loans, no more credits cards… it’s too funny…
Funny, true, and a little dark, isn’t it? Beyond the standard answers of ageism, there’s a massive cognitive dissonance at play. Marketers have forgotten that a 50-year-old today was among the first to use Google Search, was able to afford an iPhone at launch, and now spends, on average, three times more than a 30-year-old on holidays. Shying away isn’t just a social bias; it’s a massive, quantifiable missed opportunity.
Marketers often treat ageing as decline. What’s the boldest counter-narrative you’d push instead?
The core mistake is a failure of imagination. Marketers hear “senior” and picture someone in their 80s, completely turning a blind eye to the vibrant 50-70 year-old demographic, which is the fastest-growing segment in the world.
The counter-narrative? Ask, “What decline?” This generation has the highest disposable income, the most available time, and the lowest liabilities. Remind me, aren’t those the exact variables we marketers are supposed to optimize for?
How do you design digital products that feel dignified rather than ‘dumbed down’?
You build for empowerment, not limitation. The data is clear: 90% of this generation are tech-comfortable and 80% shop online multiple times a week. They don’t need hand-holding. What they need is relevance. For example, the hotel recommendations on a standard travel site are inherently biased towards the needs of younger travelers. At Greytt, we curate journeys that give them the power to choose based on their unique preferences. It’s about creating products that say, “This is relevant to me,” not “This has been simplified for you.”
What’s the most surprising lifestyle choice you’ve seen from this generation?
In one word: REINVENTION. We’re seeing a powerful trend where this generation is actively telling themselves, “I want to learn and experience things I’ve never done before.” This isn’t just a hobby; it cuts across career changes, entertainment choices, and a desire to give back to society. This drive to reinvent is what truly distinguishes this generation from their parents before them.
Do you think marketers underestimate the spending power of the Grey tribe? Or are they just too lazy to look at them?
They are absolutely underestimating it, but it’s more than laziness—it’s a strategic blind spot. Look at any data set, and you’ll see they are the fastest-growing segment in both spending power and sheer size. The key perspective shift required is this: for an experienced marketer today, we are no longer talking about their parents. We are talking about themselves in a few years. Once they grasp that, the strategy becomes crystal clear.
If you could assign one word to replace ‘senior citizen’ in marketing, what would it be?
Well, if you ask me, it has to be “Greytt.” The currently used terms—elders, seniors, silvers—feel passive and frankly, outdated. They describe our parents, not us. “Greytt” signals the energy, possibility, and optimism that defines life beyond 50. It’s an attitude, not just an age bracket.
What are the notable behavior trends for this category we need to look out for when choosing media channels? The myth of ‘they only watch TV’ is dead. They are sophisticated, omnichannel consumers. Here are the key trends:
Digitally Fluent & Omnichannel: 90% are comfortable with new tech. They are multi-device multitaskers and active online shoppers who expect a seamless experience.
Content that Inspires: They gravitate towards platforms that offer experiential and lifestyle storytelling, particularly around travel, wellness, and personal growth.
Media for Reinvention: The majority seek social and professional engagement that helps them explore new skills and experiences. This is why platforms like ChatGPT and Gemini are seeing a huge uptake in this segment. They are tools for their reinvention.
On November 4th, the 21st Malaysian Marketing Conference brings together media strategists, brand leaders, storytellers, and cultural observers to share case studies, fresh data, and lived experiences from the frontlines of tribe-driven marketing. Learn more: https://marketingmagazine.com.my/mmc/2025/
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