Hakuhodo Institute of Life and Living ASEAN (HILL ASEAN) held the “ASEAN Sei-katsu-sha Studies 2026” Forum in Bangkok, Thailand, to announce its latest research findings of the attitudes and behavior of the ASEAN sei-katsu-sha (life-living individual) as well as implications for marketing. This year’s study, “Decoding the Prime Generations: A Cross-Generational Journey into Age and Impact,” explores how the ASEAN region is redefining the concept of aging and self-fulfillment.
While the ASEAN region has traditionally been defined by its youthful demographic profile, with marketing efforts largely centered on younger audiences, the region is now experiencing a gradual yet significant demographic shift. Amid a rapidly aging society and the evolution of values in the post-pandemic era, the influence of middle-aged and senior generations is rising to unprecedented levels, reshaping sei-katsu-sha behavior, cultural norms, and market dynamics.
Since its establishment in 2014, HILL ASEAN has provided multifaceted insights into ASEAN sei-katsu-sha (a term Hakuhodo uses to describe people not simply as consumers, but as fully rounded individuals with their own lifestyles, aspirations and dreams). In this latest study, HILL ASEAN focuses on this untapped “new market” to reveal how the ASEAN sei-katsu-sha are breaking free from age-related constraints to expand their life possibilities.
Debunking myths: The reality of the “Prime Generation”
The research focuses on the balance between “duties and desires” in ASEAN’s family and society-oriented cultures. HILL ASEAN deep-dives into their ideal lives, their thirst for self-actualization, and their reinterpretation of the aging process, debunking three common myths:
- Myth 1: The ideal life is an “escape from reality”
- Myth 2: Self-actualization is a “privilege reserved for the young”
- Myth 3: Aging is an “unavoidable fear”
Through large-scale quantitative and qualitative home-visit surveys across six ASEAN countries, a new image emerged that contradicts the long-standing stereotype of middle-aged and senior citizens as passive or conservative.
HILL ASEAN redefines Millennials, Gen X, and Baby Boomers as the “Prime Generations”—those enjoying the pinnacle of their lives. The study reveals these generations are tech-savvy, constantly updating themselves, and serve as the mainstream core driving the modern ASEAN economy.
Redefining the “Prime Time” of life
The study shows that in the ASEAN region, life satisfaction tends to decline among Millennials as they reach the transition from youth to adulthood and begin taking on family and social responsibilities. From that point onward, however, it follows a steady upward trend with age. The data points to a clear shift toward a “Golden Age” of happiness beginning with the Millennial generation.
Life satisfaction by generation
- Gen Z: 83.8%
- Millennials: 82.0%
- Gen X: 85.2%
- Baby Boomers: 88.8%
The ideal life: Responsibility combined with passion
- Myth: The ideal life is an escape from reality.
- Truth: The ideal is “fulfillment of desires within connections” — pursuing personal passions while fulfilling responsibilities to family and society.
- Millennials: “Family-First Security” – Values shift as they take on heavy social burdens; their ideal is ensuring their family’s future happiness. o
- Gen X: “The Harmonic Balance” – They find the mental space to face themselves; their ideal is a balance between family happiness and personal desire.
- Baby Boomers: “Dignified Belonging” – Their ideal is maintaining broad connections and having a “place to belong” inside and outside the family.
The thirst for self-actualization: A lifelong process
- Myth: Self-actualization is a privilege for the young.
- Truth: There is no “retirement age” for self-actualization. The Prime Generation seeks “Relational Self-Actualization,” redefining their roles within their social circles.
- Millennials: “Upskilling for Protection” – Enhancing abilities to continue protecting family happiness.
- Gen X: “Personal Initiative” – Reconnecting with agency and taking initiative to pursue new projects.
- Baby Boomers: “Meaningful Contribution” – Sustaining relevance by actively contributing to family and society.
The value of aging: “Layering Life”
- Myth: Aging is an unavoidable fear
- Truth: Aging is not a decline, but a process of “adding new layers to one’s life.” HILL ASEAN calls this “Layering Life,” where experience and purpose accumulate at each stage.
- Millennials: “Wisdom Update” – Seeing aging as an accumulation of wisdom and continuous skill updates.
- Gen X: “Self-Rediscovery” – Aging clarifies true will and rediscovering who they are.
- Baby Boomers: “Purposeful Redesign” – Retirement is not an exit, but a process of gaining new freedom and renewing their reason for being.
ASEAN prime generations are blossoming
The most compelling finding is the fundamental shift in how ASEAN sei-katsu-sha perceive aging. Growing older is no longer viewed as a “decline”; rather, each generation is “blossoming”—proactively moving beyond individual fulfillment to redefine their sense of purpose.
Characteristics by Generation:
- Millennials – “Expanding Self”: Continuously expanding capabilities to secure family happiness.
- Gen X – “Rediscovering Self”: Reclaiming “me-time” to recharge after years of supporting families.
- Baby Boomers – “Redesigning Self”: Utilizing technology to remain active contributors and redesigning lives to avoid becoming a “burden.”
Future of brands: A “Pro-Aging” approach
HILL ASEAN proposes a shift toward a “Pro-Aging” perspective:
- Conventional Approach (Defensive): Providing solutions to fear and avoid aging.
- New Perspective (Offensive): Viewing aging as a “possibility” and supporting those who continue to update themselves.
Brands should evolve from “solution providers for age-related problems” to “partners in self-renewal.” By providing means for the Prime Generation to steer their own lives, brands can grow alongside this influential demographic.
About Hakuhodo Institute of Life and Living ASEAN (HILL ASEAN) Established as an in-house think tank in 2014 and incorporated in Thailand in 2017, HILL ASEAN supports clients’ marketing activities with insights into ASEAN sei-katsu-sha.
Survey Overview: HILL ASEAN ”The Prime Generations Quantitative Survey 2025”
- Methodology: Online survey (Offline for some 60+ demographics)
- Regions: Thailand, Vietnam, Indonesia, Singapore, Malaysia, Philippines, Japan
- Sample Size: 4,900 respondents
- Target: All genders, aged 20–69, SEC A–C, distributed into Millennials, Gen X and, Baby Boomers
- Period: August 2025
Details of the findings can be found on the HILL ASEAN website.
