Forget the midlife crisis: the over-40s are entering their prime

Consumers over 40 are emerging as a more digitally engaged, financially confident and experience-driven audience - yet they remain an overlooked opportunity for marketers, according to new research from Hakuhodo Institute of Life and Living ASEAN (HILL ASEAN).

The institute has released its latest ASEAN sei-katsu-sha study, “Decoding the Prime Generation”, examining how people over 40 are living, spending and adapting to technological change. The study positions consumers aged above 40 as an increasingly influential market segment.

“For years, marketing has chased youth as the primary source of growth. Yet the over-40s segment is emerging as one of the market’s biggest opportunities. This segment is no longer defined by age, but by growing clarity, confidence, and influence. It is time for marketers to recognise this high-potential consumer segment, which has long been overlooked, and tap into its potential to shape the next wave of growth,” said Devi Attamimi, group CEO of Hakuhodo International Indonesia.

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HILL ASEAN's research involved 36 home visits across Indonesia, Thailand, Vietnam, Singapore, Malaysia and the Philippines, alongside 4,900 online surveys conducted across the six ASEAN markets and Japan.

The research suggests that the “Prime Generation” is not approaching midlife with an intention to retreat. Instead, it finds a growing desire for independence, self-development and experiences.

Reclaiming aspirations

Nearly half, or 47.1%, of respondents aged above 40 said they still want to experience more in life. The research suggests this reflects a desire to revisit aspirations that may have been put on hold while raising families.

Physical and mental activity also remain priorities. Some 73% of respondents above 40 said they aspire to remain physically and mentally active, driven in part by a desire to maintain independence and avoid becoming a burden on their families.

The group's social influence is also significant. More than half of respondents aged above 40, or 52.5%, said they belong to more than 20 communities, compared with 39.1% of younger respondents.

The findings suggest that age does not necessarily correspond with a shrinking social footprint. Instead, the “Prime Generation” can occupy increasingly influential positions within their communities.

“Rather than entering a period of decline, they are in the prime of their lives. So far, they have been overlooked through the lens of aging, when in fact, they are becoming more influential and powerful. With greater material fulfilment and a willingness to splurge on themselves, they seek consumption experiences that make them feel more alive,” said Rian Prabana, senior director of strategy and head of sei-katsu-sha lab.

Technology as a tool for reinvention

The study also challenges the idea that rapid technological change inherently leaves older consumers behind.

Among Indonesian respondents aged 40-69, 62.4% said they want to continue improving themselves by acquiring new skills. HILL ASEAN describes this as an open learning approach, with the “Prime Generation” drawing knowledge from peers as well as younger and older generations.

Social media is part of that learning journey. Some 43.5% of respondents above 40 said they use social media to learn new knowledge and skills, compared with 39% among younger generations.

Rather than treating technology solely as entertainment, the research finds that older consumers are using it to pursue personal ambitions, learn and create new opportunities.

That behaviour also extends into commerce.

Some 57% of respondents aged above 40 use online shopping platforms, compared with 48% of those under 40. Meanwhile, 51.1% regularly watch live-commerce streams, while 73.3% have made purchases through live commerce.

The findings point to an audience that is not simply adapting to digital commerce, but actively using it to make shopping more convenient.

Spending to maximise life

The study also identifies a shift in how the “Prime Generation” approaches consumption.

Rather than automatically becoming more conservative with age, respondents increasingly view spending as a way to reward themselves and maximise their lives.

Some 51.1% of respondents above 40 said they spend on themselves as a form of self-reward. Leisure and travel remain important areas of spending, reflecting a desire to accumulate experiences rather than simply material possessions.

Quality also becomes increasingly important with age. The proportion prioritising quality rises from 37.5% among those aged 40-49 to 41.5% among 50-59-year-olds and 53.5% among those aged 60-69.

For marketers, the implication is less about targeting an age bracket and more about recognising a consumer mindset shaped by accumulated experience, greater financial resources and a stronger sense of personal purpose.

From ageing to a ‘second life’

HILL ASEAN ultimately describes this stage as an opportunity to build a “second life”, informed by the experiences, capabilities and lessons accumulated over previous decades.

For this audience, the priorities are increasingly self-defined. They are seeking to remain active, learn new skills, pursue personal ambitions and spend on experiences that deliver fulfilment.

Technology, meanwhile, is positioned not as a barrier but as an enabler of that reinvention.

The findings offer a challenge to conventional life-stage segmentation. An audience once associated with midlife crisis may instead represent a consumer group with stronger purchasing power, significant social influence and a growing appetite for digital experiences.

Discover what's next in Indonesia's fast-moving digital landscape at DMA Indonesia 2026 on 13 October in Jakarta, where marketing leaders will explore how AI, creator ecosystems, social commerce, and omnichannel strategies are reshaping customer engagement and business growth.

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