Jasmine Birtles
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Why the Grey Pound Could Be the Trend Investors Are Overlooking
Ruby Layram
29th Sep 2025
When we think about “the next big thing” in investing, our minds often jump to shiny tech start-ups, artificial intelligence, or whatever buzzword is trending on social media. But sometimes the biggest opportunities don’t come from the latest app — they come from something far more predictable: demographics.
And right now, there’s one demographic trend quietly reshaping entire industries. The Grey Pound.
The trend recently came to mind when I was reading about Trump’s recent endorsement of CBD healthcare for older adults, which provided a boost to the cannabis industry. Understanding the Grey Pound and how it affects various industries could help you make smarter investment decisions.
In this guide, I will explain what The Grey Pound is, how it works and how to use it to your advantage as an investor.
About the author
Ruby Layram is our resident Investment Editor. She is a Gen-Z who is passionate about teaching others how to make their money work for them through simple yet powerful investing strategies. Ruby first discovered the world of investing whilst studying at the University of Winchester and became a contributor to MoneyMagpie shortly after.
Before joining the MoneyMagpie team, Ruby contributed to The Motely Fool UK, Techopedia, BanklessTimes, TradingPlatforms.com, and Buyshares.co.uk.
What Is the Grey Pound?
The “Grey Pound” refers to the enormous spending power of older generations. In the UK, over-60s now control more than half of household wealth and spend hundreds of billions a year on everything from healthcare to holidays. Unlike cash-strapped Gen Z and Millennials, many retirees have paid off mortgages, built up pensions, and are free to spend on things that matter to them.
In short, they have money, and they’re willing to use it.
For investors, the Grey Pound isn’t just a catchy phrase. It’s a powerful trend that can drive long-term growth across whole sectors.
Trump, CBD, and the Grey Pound
You might have spotted the headlines recently- shares of cannabis companies surged after Donald Trump suggested cannabidiol (CBD) could “revolutionise senior healthcare.”
Now, whatever you think about Trump’s politics, his comments highlight something important: the crossover between the Grey Pound and new industries. Seniors spend more on healthcare than any other age group. If CBD is reclassified and gains credibility as a treatment option, older consumers could become the biggest adopters.
That means companies in the cannabis and wellness space aren’t just chasing youth trends, they could be tapping into the wealthiest, most reliable customer base around.
Why Investors Should Care
Investors and companies alike often underestimate older consumers. Brands chase the youth vote, but the Grey Pound has more disposable income and, crucially, more loyalty once they trust a product or service.
If you can identify companies or sectors that cater to this group, you may be able to ride a wave of steady, long-term demand.
Industries Benefiting from the Grey Pound
It’s not just cannabis. Here are a few areas where the Grey Pound is already making waves:
Healthcare & Wellness
Pharmaceuticals, private healthcare providers, mobility solutions, supplements, and yes — potentially CBD! Seniors spend disproportionately on health, and that’s unlikely to change.
Travel & Leisure
Cruise operators, premium holiday companies, and cultural tourism outfits all benefit from retirees with both time and money.
Post-pandemic, this sector has seen strong rebounds led by older travellers.
Housing & Lifestyle
Retirement communities, downsizing property developers, and home-improvement retailers (think B&Q or Kingfisher) thrive thanks to the spending priorities of the over-60s.
Also read: How to invest in property
Media & Technology
Streaming services, user-friendly tech, and platforms designed for easier access to healthcare or banking are increasingly targeting older demographics. The stereotype of “technophobic pensioners” is rapidly fading.
How to Use the Grey Pound to Make Smart Investments
Companies that target the Grey Pound could make for excellent long-term investments! Here are a few tips for strategic decision-making.
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Look past the hype: If a company is trending with Gen Z but burning cash, think twice. If it’s quietly dominating with older customers, take a closer look.
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Follow the spending patterns: Healthcare, travel, financial services, and wellness are long-term Grey Pound winners. Identify firms with strong positions in these areas.
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Check pricing power: Seniors are less price-sensitive when it comes to essentials like healthcare and quality-of-life purchases. Companies that can raise prices without losing demand are well-placed.
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Think ETFs and funds: If you don’t want to pick individual stocks, consider funds with exposure to healthcare, consumer staples, or dividend-paying blue chips. These are all sectors that benefit from Grey Pound spending.
Also read: How to build an inflation-resistant portfolio
Final Thoughts
The cannabis stock rally after Trump’s CBD comments might fade in the short term, but the bigger lesson for investors is clear. Never underestimate the Grey Pound.
Older consumers have wealth, loyalty, and growing influence. Whether it’s wellness products, travel, housing, or healthcare, their choices can move markets.
So while everyone else is chasing the latest tech fad, smart investors will ask: “How does this play with the Grey Pound?”
Because in the end, that could be the most powerful and overlooked investment trend of the decade.
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Disclaimer: MoneyMagpie is not a licensed financial advisor and therefore information found here, including opinions, commentary, suggestions or strategies, are for informational, entertainment or educational purposes only. This should not be considered as financial advice. Anyone thinking of investing should conduct their own due diligence. When investing your capital is at risk.
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