Malaysians Are Redefining Ageing and the Lesson for Brands  

By The Malketeer

In a world where ageing is often framed as decline, Malaysians are quietly rewriting the narrative.

According to the Ipsos Malaysian Attitudes Towards Ageing 2025 survey, 58% of Malaysians say they look forward to growing old – a sentiment well above the global average of 38%, and on par with the region’s most optimistic nations.

The findings paint a picture that marketers and brand strategists can’t afford to ignore that ageing here is not feared, but increasingly embraced.

Optimism, culture, and connection

Malaysia’s upbeat view of ageing is rooted in more than statistics.

Ipsos points to the nation’s strong cultural respect for elders, the value placed on family bonds, and a community fabric that supports intergenerational connection.

In a society where older people are not sidelined but celebrated, the prospect of later life feels less like a lonely descent and more like an evolving role in the family and community story.

This optimism is not isolated.

Neighbouring Indonesia tops the list with 89% looking forward to old age, while the Philippines comes in at 74%.

Thailand matches Malaysia at 58%, while Singapore lags slightly at 46%.

By contrast, only 30% of Japanese and a mere 10% of French respondents say they anticipate later life with enthusiasm.

Pushing back the ‘old age’ milestone

Perceptions of when old age begins are shifting.

In Malaysia, that milestone has moved from 56 in 2018 to 60 in 2025 – a four-year jump unique in Southeast Asia.

This suggests a growing belief that vitality, productivity, and relevance extend far beyond midlife.

Globally, people place the threshold even later – at 66 on average – with France seeing it as late as 72.

Still, for Malaysia, the psychological shift towards a later definition of ageing is a powerful cultural signal: people expect to be active, engaged, and impactful for longer.

Longevity and expectations

Malaysians expect to live to around 74 years, just shy of the actual life expectancy of 75.2.

This close alignment between perception and reality suggests a grounded optimism – one that is realistic rather than rose-tinted.

By comparison, in Japan, people expect to live three and a half years less than the actual average, while in many developing nations, expectations are often below reality.

Interestingly, Ipsos notes a counterintuitive pattern: countries with higher life expectancy tend to be less optimistic about ageing, while nations with lower life expectancy – such as Indonesia and the Philippines – often express greater positivity.

An ageing population, a marketing opportunity

By 2043, Malaysia will be an “aged nation,” with 14% of its population aged 65 and above.

The average Malaysian will spend about 15 years in old age – years that could be marked by health, dignity, and fulfilment if investments in healthcare and social protection keep pace.

For brands, this demographic shift presents both a challenge and an untapped market.

Ageing consumers in Malaysia are healthier, better educated, and more connected than in past generations.

They are not passive recipients of care – they are active participants in the economy, in culture, and in digital spaces.

From financial planning and wellness programmes to travel, leisure, and technology, there is a wealth of opportunity to reframe “senior” not as a label of limitation, but as a badge of freedom, wisdom, and influence.

Brands that reflect this empowered vision of later life – rather than reinforcing outdated stereotypes – will win loyalty across generations.

Malaysia’s relationship with ageing is a brand story in itself.

It’s about resilience, community, and the belief that life after 60 can be a time of purpose and possibility.

For marketers, the lesson is clear: stop marketing to age brackets, and start marketing to life stages, aspirations, and attitudes.

Because if six in ten Malaysians are already looking forward to old age, the real question is – are brands ready to meet them there?