AIA Group Limited has unveiled new research highlighting how entrenched stereotypes around physical, mental, and financial health are impacting wellbeing across Asia. Conducted in Mainland China, Hong Kong SAR, Singapore, Thailand, and Malaysia, the study analysed over 100 million social media posts and surveyed 2,100 individuals to understand how these stereotypes are formed and perpetuated.
The findings reveal that rigid expectations regarding fitness, mental health, wealth, and family responsibilities exert significant pressure on individuals. Key insights include 69% of respondents believing that fitness requires strict discipline, 59% thinking health improvement demands a complete transformation, and 57% feeling that respect is contingent on emotional control and avoiding vulnerability. Additionally, 63% hold negative views on financial health stereotypes, with 41% linking personal worth to financial success, particularly among men.
Stuart A. Spencer, AIA Group Chief Marketing Officer, stated, “The data is unequivocal. Asia’s health challenge is no longer just medical, it is also behavioural and cultural.” He emphasised that deeply rooted stereotypes are undermining prevention efforts and delaying support, leading to poorer health outcomes.
In response, AIA has launched the next phase of its Rethink Healthy initiative, featuring films that address these hidden pressures. The initiative aims to inspire behavioural change and promote more inclusive health narratives. AIA’s long-term commitment is to engage one billion people by 2030, encouraging healthier, longer, and better lives across Asia.
