How Manulife is redefining legacy as independence in Asia

As longevity rises across Asia, people are rethinking what it truly means to leave something behind. The traditional notion of passing down wealth is giving way to a more personal and emotionally resonant ideal: independence.

This is reflected in Manulife's "Asia care survey 2026", which polled more than 9,000 adults across nine markets. 80% of respondents now view maintaining independence and financial freedom as more important than merely passing on wealth, while nearly nine in 10 say their goal in a longer life is to remain self-sufficient for as long as possible.

The findings show a very human challenge, said Harshal Shah (pictured), chief marketing and experience design officer for Manulife Asia, in an interview with MARKETING-INTERACTIVE. "Knowledge alone does not become action. That is where marketing and experience design have to move beyond awareness and make the next step feel easy, timely and relevant."

While two-thirds of people across Asia prioritise health above all else, fewer than half maintain a consistent exercise routine or balanced diet. More than 80% agree that preventive care and early screenings help preserve independence, yet about half receive regular check-ups, and one in ten has never had one.

Shah emphasised that traditional awareness advertising alone is not enough to change behaviour. "Behavioural nudges work when they reduce friction," he explained. "Instead of simply reminding people that check-ups matter, we help them understand why now, and connect it to a personal motivation, whether that is staying independent, avoiding future care dependency, or reducing worry for loved ones."

Shah pointed to Manulife's health and lifestyle programme ManulifeMOVE as an example of how digital experiences can drive lasting behaviour change. "It uses challenges, rewards and ecosystem partnerships to turn healthy choices into ongoing habits, shifting the relationship from a single message to daily engagement." The insurer is also simplifying access to preventive care by removing perceived complexity and providing dedicated follow-up support, meeting customers "exactly where hesitation usually stops them."

Reframing legacy marketing for a new generation

Historically, life insurance marketing in Asia has relied heavily on filial piety and wealth transfer. The 2026 survey marks a psychological shift: independence, rather than accumulated wealth, is now seen as the core legacy.

This is not a move away from family values, but a deeper expression of them, Shah explained. "Traditionally, legacy in Asia has been understood as what we leave behind: property, savings or financial assets. What we are seeing now is a more modern and emotionally powerful interpretation," he said. "When people plan for their own health, care and financial needs, they preserve their own dignity while giving their children more freedom to live their own lives."

Self-reliance is not selfish. It is an act of care.

To back this message with substance, Manulife offers eligible customers access to Guardant Health's shield multi-cancer detection test, a single blood draw that screens for 10 common cancers, launching across Hong Kong, Singapore and the Philippines. "It is one thing to talk about longevity; it is another to be the first insurer in Asia to give customers access to a breakthrough cancer screening test. Proof points such as these give our storytelling credibility," Shah said.

On the wealth side, Shah noted that while 89% of respondents prioritise financial independence, only 51% are using investments to fund their retirement and care needs, showing a clear disconnect between what people want and how they are acting. To address this, Manulife is simplifying wealth management messaging.

"We communicate what money is for: remaining independent, avoiding becoming a burden on family and funding the years people will live," Shah said, adding that tools such as the MPF "Robo-advisor" pilot in Hong Kong and the iFUNDS platform in Singapore help make investment decisions more transparent and less intimidating.

Starting the consumer conversation

One of the survey's most telling insights is that 40% of people across Asia avoid discussing ageing, retirement and care with their families simply because they do not know how to start. Shah believes marketing can play a role here by offering simple prompts and interactive tools.

"This is one of the most important insights in the survey because it shows the gap is not only financial or medical. It is emotional," he said. "Families understand these conversations matter, but they hesitate because ageing, care and retirement can feel uncomfortable, sensitive or too complex to begin."

Rather than telling people to "plan for ageing", Shah suggested offering approachable prompts: "What does independence mean to you? Where would you want to receive care? What would help you feel financially secure? These are family questions, not commercial questions, and they open the door to more meaningful planning."

He added that interactive experiences such as family discussion guides, digital checklists and quizzes can help different generations understand each other's expectations.

The role of marketing is to reduce the emotional barrier and give people a starting point so families begin these conversations earlier, before a crisis forces the issue.

Ultimately, Shah believes that marketing's role extends beyond promoting products to building trust and understanding. "Great marketing today is not about being louder," he said. "It is about being more relevant, more useful and more human. The best marketing does more than promote a product. It builds trust, creates understanding, and helps people take the next step with confidence."

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