Former Publicis Sapient managing director and Salesforce SVP, Claire Canham, has launched a new business venture named Grey Matters designed to assist organisations in navigating the complexities of an era characterised by ageing populations.

Four of the country's top innovation, technology, creative and commercial executives have joined forces on the business, which aims to provide the first AI-orchestrated experiential lifestyle platform for individuals aged 45 and over. Alongside Canham, these individuals include leading top talent executive, Bridget Gray, the former Tech VP for Korn Ferry and managing director of Harvey Nash in Australia who is also the founder of talent advisory Gray Talent Corp. Also involved in the new venture is Alex Taylor, who is the CTO Global Head of Emerging Technology, QBE Ventures at QBE Insurance, and Julija McDowell, founder of Tinkertank.

Additionally, former Oracle and Salesforce exec Sri Srinivasan, has joined as Chief Commercial Officer, while Jayson Wright, an award-winning digital, design, and experience creative with over 25 years in brand agencies and global consultancies is the Creative Director.

Grey Matters has identified seven key pillars for its operations: Purpose, Health, Wealth, Work, Learn, Explore and Social. A significant component of the Grey Matters offering is ELLA (Elder Life Longevity Assistant), an AI coach, guide, and friend for individuals aged 45+.

Global risk

The group is taking cues from the recent global Longevity Economy Challenge report the World Economic Forum, which identified the aging population as a top global risk. Stats show post-retirement often sees a marked increase in death, depression, divorce, and a higher likelihood of degenerative diseases as well as social isolation. The ELLA platform's preventative and holistic approach helps the over 45's find new purpose and passions, re-skill, remain healthy, maintain, and create new social connections.

"We're thrilled about the WEF spotlight on Longevity Economy challenges. Grey Matters embodies these principles holistically, offering the first AI-orchestrated experiential lifestyle platform to help the over 45's confidently explore their passions and make the most of the next chapter," said Canham.

Gray is the managing director of Grey Tasker, a platform that considers all elements of work and aims to make work 'work' in a positive way.

"We embrace a portfolio life/work approach, combining all types of work, acknowledging, and building in family, community, volunteering, just-in-time, and helping hands to your working life. This innovative approach helps transition from full-time roles and builds on the gig economy, incorporating side hustles, and acknowledges family work commitments basically promoting a balanced work/life integration," explained Gray.

Gray also emphasised the importance of businesses becoming age-inclusive employers. "In a world where the working population is shrinking and people are living longer, organisations will need to retain and attract the over 45s. There are many benefits to adopting an age-inclusive platform, notably including enhanced productivity, improved problem solving, lower regrettable turnover rates, reduced long service leave, and heightened employee satisfaction," she said.