The Hakuhodo Institute of Life and Living ASEAN (popularly known as HILL ASEAN) has unveiled intriguing insights on the ever-evolving dynamics of ASEAN consumers, particularly focusing on the theme “The ASEAN Family.” During the much-anticipated “ASEAN Life Study 2024” forum in the vibrant city of Jakarta, Indonesia, HILL ASEAN shared findings that reflect significant changes over the past decade.
Yes, it’s been a decade since HILL ASEAN first embarked on its insightful journey in 2014, shining a spotlight on ASEAN families who adeptly embraced real-time communication, thanks to technological leaps and the rapid social media surge. Fast forward to today, and we find ourselves revisiting these families to understand how they have navigated the tides of change over the years.
To paint a comprehensive picture, HILL ASEAN conducted extensive quantitative and home visit surveys across six dynamic ASEAN nations—Thailand, Indonesia, Vietnam, the Philippines, Malaysia, and Singapore. The findings? While the principle of “family-first” remains a steadfast foundation, ASEAN families are artfully blending “emerging values” (influences from global perspectives) with “traditional values” (deep-rooted ASEAN-specific norms) in a beautiful harmony.
Key Research Findings
“Family First” in ASEAN:
When asked about the future importance of family in their respective countries, ASEAN sei-katsu-sha (consumers) overwhelmingly believed that family values would only strengthen, a sentiment that soared nearly 30 points higher than in Japan. The devotion to familial bonds continues to be a cornerstone of their lives.
Emerging Values in ASEAN Families:
- Increased Career Awareness: The ideal image of men and women has shifted, with a notable 10-point rise over the past decade in ASEAN sei-katsu-sha expressing a desire to be successful in their careers.
- Family Size Dynamics: There’s been a noticeable shift from larger extended families to more intimate family units. Over 60% of respondents anticipated having fewer children or fewer family members living together in the future.
- Individual Freedom: The modern ASEAN sei-katsu-sha has grown to value personal time and individual freedom; the past ten years have seen a significant rise in the desire to “spend more time alone” and “enjoy more freedom.”
Traditional Values in ASEAN Families:
- Power Dynamics: The structure within ASEAN families often sees men (husbands) holding more authority than their Japanese counterparts, ensuring order and mutual support.
- Social Credibility: About 70% of respondents believe that having a healthy relationship with their family is a marker of being a “good person.” A harmonious family life not only serves as a social credential but also motivates individuals to cultivate better family ties.
Summary: A Shift from “Connected Family” to “Weaving Family”
With technological advancements and exposure to diverse global values, ASEAN sei-katsu-sha have been navigating between “emerging values” to embrace and “traditional values” to uphold. This delicate dance of choosing and blending has given birth to resilient, adaptable families that effortlessly intertwine tradition with modernity, youth with age, and male with female perspectives.
Each ASEAN family embodies its unique pattern of cherished values, acting as a protective cocoon amid societal changes. The flexibility to reconstruct and revalue traditional norms while integrating new ideas stands out as a hallmark of ASEAN sei-katsu-sha, a compelling trend HILL ASEAN believes will persist.
About Hakuhodo Institute of Life and Living ASEAN
Founded in 2014, HILL ASEAN, an in-house think tank, delves into the lives of sei-katsu-sha in ASEAN. Localizing in Thailand by March 2017, it assists companies in their marketing ventures through insightful analysis and consumer insights.
Location: Bangkok Metropolitan Administration, Thailand
Research and Activities:
- In-depth surveys and analysis tailored to each ASEAN country.
- Hosting forums across ASEAN nations.
- Providing comprehensive survey results, research explanations, and marketing suggestions on the Seikatsu Soken ASEAN website.
For further insights, visit: https://hillasean.com/
Interesting findings, but does anyone else think that focusing on ‘family-first’ might be holding back individual freedom and career growth?
Not at all. The family-first principle is deeply rooted in our culture. It ensures a strong support system.
I agree with Armand. Family is the backbone of our society. Individual ambitions should be balanced with family responsibilities.
Actually, there’s data suggesting that societies focusing on individual freedom have higher innovation and economic growth. Maybe it’s time to shift priorities?
This blend of traditional and modern values sounds great on paper, but isn’t it creating identity confusion among the younger generation?
That’s an exaggeration. Young people are more adaptable than you think. They can form a coherent identity borrowing from both values.
One thing isn’t clear—are we seeing any negative impacts on mental health due to these family dynamics? It should have been included in the study.
Yes, that would have been insightful. Mental health is often overlooked but integral to understanding family dynamics.
How reliable is this study? Surveys can be biased, and family dynamics are too complex to be captured in numbers.
The same can be said for any research. Rigorous methodologies and diverse sampling help reduce bias.
True, but without transparency on how these surveys were conducted, skepticism remains.
Family size reductions are a concern. Smaller families might lead to weaker support structures for the elderly.
On the flip side, smaller families can mean better resource allocation and improved quality of life.
But at what cost? We might end up with lonely and isolated older generations if we don’t address this balance.
The role of women is evolving, which is great. Hopefully, this marks the end of patriarchal dominance in ASEAN families.
Not so fast. While gender roles are changing, the complete dissolution of patriarchy won’t happen overnight.
Who decides what a ‘healthy relationship’ with family looks like? This varies significantly across cultures and individual experiences.
Fascinating study! The intertwining of tradition and modernity is what makes ASEAN families so resilient.
There’s a potential downside to valuing individual freedom too highly—it can lead to disconnection and loneliness.
I’m curious how much economic factors influence these findings. Did the study take into account different income levels?
They should have! Economic disparities definitely shape family structures and values.
Blending emerging global values with traditional norms is not easy. Families might be stretched too thin trying to balance both.
It’s inspiring to see the blend of emerging and traditional values creating a new family dynamic in ASEAN.
Inspiration is one thing, but practical implementation and the pressures it brings can be quite different.
The importance of maintaining a healthy family relationship as a social credential is a unique and beautiful aspect of ASEAN culture.
While ‘family-first’ is a strong principle, it’s crucial we move towards gender equality within the family unit too.
Absolutely, Thao. Gender equality should be more emphasized in future studies as well.
I’m not convinced that ASEAN families have balanced career ambitions and personal freedom well. The pressures on young professionals seem immense.
There’s a lot in this study, but questions remain—how are digital transformations specifically impacting family interactions?
Good point, Alex. Digitalization can both connect and divide family members, and its impact is nuanced.