Lead editor at Canvas8 APAC, specializing in trend analysis across industries and award-winning arts & culture reporting.

The conventional roster of life milestones is under review. Having kids in your 30s is no longer a given, if kids are part of the plan at all. Career progression is non-linear. Older Adults are finding new forms of independence. And Gen Z are embracing a more fluid definition of home.

Beta Lives

Each month, APAC lead editor Therese Reyes looks into the latest cultural shifts in the region and explains the audience behaviours behind them. 

There comes a time in a person’s life when, out of nowhere, they’ve switched places with their parents. These days, I find myself worrying about my mom and dad more, reminding them to drive safely on their way to the supermarket and giving a lecture whenever they’d get home late without letting me know. I’m close to saying “I’m not mad, just disappointed,” but thankfully, I haven’t assumed the role of disciplinarian just yet. In the Philippines, we have a saying that goes: 

 (it’s more difficult to raise parents). And I’ve realised that this runs deep. We, as a society, often fail to understand our elders. Many marketers and people who make brands struggle as well.

APAC is home to 60% of the world’s elderly population, a generation with more money (and time to spend it) than any other. 

CNA Asia

The average gross income of those over 65 years old is projected to outpace that of the total population across major markets in APAC. 

Euromonitor

This makes Boomers a major yet largely undertapped market. In fact, in the UK, US, China and Australia, those over 50 years of age feel neglected by brands, with 82% agreeing that ads and other marketing initiatives include too many outdated stereotypes around ageing. 

Human8

The image of a wise but fragile elderly person who stays home all day reminiscing about the good ol’ days no longer resonates with many of today’s seniors. Yes, they want to relax – not to daydream about the past but to treat themselves in the present. Now that they’re older, they want to live 

 for more ‘me time’, preferring to spend the major 

holiday dancing or watching a movie rather than spending it with extended family, as tradition dictates.

Something similar is happening in China. “Today's silver consumer is eager to move away from being thought of as 'old' or 'infirm' and far more willing to spend the money they have on themselves,” Kantar China managing director Lynn Zhang said. 

Kantar

 “This is a big change, especially in a market like China, where previously, elderly parents or grandparents were locked in by the concept of their entire lives needing to be dedicated wholly to their families. Instead, now they believe that this is the period of their lives where they can be free of the stresses of taking care of family and kids like before.” Chinese seniors are health-conscious, seek wellness services and desire a younger appearance.

Across the region, seniors are looking to travel more. In Australia, expert Carolyn Childs quips that Boomers want to “grow old disgracefully”. “They’re thinking: ‘I've done everything for everyone else my whole life, now I’m doing something for myself, and I don't want to compromise on what I want,’” 

. While tours for older people used to mean calm cruises or slow sightseeing, many of today’s seniors want more active options. Even older Boomers are still interested in exploring, and now hotels are catering to this growing market. For example, 

 in Tokyo partnered with eldercare provider Nursing Core Corporation to offer qualified nurses for elderly guests. These professionals can administer injections and infusions and accompany seniors during their stay. Though they offer the option of care associated with assisted living communities, elderly guests can still go exploring like any other traveller.

The desire to live better has also given rise to health and wellness tech. Casio created an AI-powered ‘pet’ called Moflin to combat rising loneliness in Japan, especially among the elderly. 

Meanwhile, a humanoid robot called AIREC was invented to solve a shortage of caregivers for the country’s ageing population. 

Reuters

 Similarly, in Singapore, senior care facilities have started using 

, the country’s first humanoid social robot that uses AI for dementia and elderly care.

Today’s seniors want to live life to the fullest, and brands can offer this by speaking to them like the adventurous, independent and fun people they are. We’ve seen this in fashion, like when Miu Miu tapped former physician-turned-style icon 

, 70, to walk in the Italian luxury brand’s Paris Fashion Week show in 2024. 

SCMP

In Singapore, the Agency for Integrated Care (AIC), in partnership with The Secret Little Agency, launched the Boomer is OK campaign in 2024 to stand up against ageism and challenge negative stereotypes of seniors. The ad features seniors running a relay to spell out “Boomer is OK,” a clever reclaiming of “OK, Boomer,” a dismissive retort that’s popular online. 

Marketing-Interactive

In South Korea, a country where ‘no-senior zones’ are on the rise in certain areas, marketing communications company Innocean renovated a bathhouse in Anseong, Gyeonggi Province to create a secure bathing environment for the area’s ageing population. 

The Korea Times

The Korea Bizwire

 This is an interesting example of how a company can use third spaces to build community while forming positive associations with its brand.

Boomers (born 1947-1966)

Older Adults (born pre-1946)

Asia

Home and Relationships

Shopping

Boomers are a major yet largely undertapped market in APAC. The region is home to 60% of the world’s elderly population, a generation with more money than any other. Still, many feel neglected by brands who perpetuate tired stereotypes of the elderly. Now that they’re older, seniors want to live more, not less. Will brands make the connection?

Analysis

Therese Reyes

Related Macro Behaviours

Beta Lives