Bangkok, Thailand – Across Asia, a surge in lifestyle diseases – heart disease, diabetes, hypertension, and cancer – is placing an unsustainable strain on healthcare systems. However, a growing body of research suggests the crisis is not simply a matter of individual choices regarding diet and exercise, but is deeply intertwined with cultural pressures that shape perceptions of health and wellbeing.
Currently accounting for roughly 80% of all diagnoses in the region, these conditions are driven by factors like insufficient physical activity, poor nutrition, tobacco and alcohol consumption, stress, and pollution. But focusing solely on these lifestyle factors overlooks the underlying cultural forces at play, according to new research from AIA, a leading health insurance provider.
The AIA study, released this month, combined a survey of 2,100 individuals with an analysis of over 100 million social media posts across mainland China, Hong Kong, Malaysia, Singapore, and Thailand. The findings reveal how deeply ingrained stereotypes silently influence health behaviors, often leading to delayed preventative care and worsening conditions.
A central issue is the increasingly performative nature of wellness, fueled by social media and traditional media alike. Health is being redefined not by clinical advice, but by social expectations of “what healthy is supposed to look like.” This manifests in the pursuit of unrealistic transformations, often showcased through images of dramatic physical changes or the promotion of rigid, unsustainable routines – a phenomenon often referred to as “grindset” culture.
“When people internalize these rules, they pursue unsustainable, all-or-nothing programs,” the AIA research states. “Then, when they abandon these plans, they delay seeking help because admitting struggle feels like failure.” This cycle of striving for perfection, followed by disappointment and avoidance, ultimately contributes to the progression of preventable conditions into chronic diseases.
The study identified several prevalent beliefs that contribute to this dynamic. A significant 69% of respondents agreed with the statement that “fitness requires discipline with no compromise,” while 65% believed that “true wellbeing requires daily rituals.” Nearly six in ten (59%) felt that “improving your health requires full transformation.” These beliefs, researchers argue, set an impossibly high bar, rendering incremental changes insufficient and discouraging sustained effort.
Perhaps more concerning are the harmful stereotypes surrounding mental health. Over half (57%) of respondents indicated that “to be respected, a person must not show emotions,” and nearly half (49%) reported that these mental health stereotypes negatively affect their feelings, thoughts, or behaviors. These norms undermine emotional wellbeing and contribute to social isolation, further exacerbating health risks.
The AIA analysis also examined media narratives, finding a prevalence of extreme fitness ideals, “hustle culture” messaging, and emotionally stoic portrayals. This constant repetition transforms stereotypes into social pressures, particularly impacting younger generations. Gen Z, the study found, reports lower wellbeing across physical, mental, financial, and environmental dimensions compared to older cohorts, and are more susceptible to the negative impacts of these stereotypes, even when they consciously disagree with them.
The consequences of these pressures are far-reaching. Many respondents reported hiding their struggles, focusing on the wrong priorities, or doubting their ability to manage their health. This leads to delayed prevention, reduced engagement with credible health guidance, and a greater burden on already strained healthcare systems.
Addressing this complex issue requires a fundamental shift in how health is perceived and promoted. The healthcare industry, the research suggests, needs to normalize the diverse expressions of “healthy,” recognizing that good health is not a singular look or routine, but rather an accumulation of small, maintainable choices tailored to individual circumstances.
those shaping public narratives – insurers, brands, media outlets, and influencers – should move away from using stereotypes as motivational shorthand. The same message that resonates with one person may alienate another. A shift from “total transformation” to “start where you are” is crucial.
tackling Asia’s rising morbidity rates requires acknowledging that it is a cultural problem as much as a clinical one. It demands a reshaping of the expectations and stereotypes that influence behavior long before disease manifests. This necessitates a move away from perfection cues and a focus on showcasing accessible, realistic paths that empower individuals to build healthier habits.
Only by challenging these deeply ingrained stereotypes and inherited norms can Asia begin to meaningfully reduce the growing burden of lifestyle disease and build a healthier future for its populations.
