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Study: AIA Group identifies eight keys to better living

Study: AIA Group identifies eight keys to better living

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Looking for ways to live a little healthier? A little longer? A little better? A new study from AIA Group offers not just one, but eight of them.

The "Healthier Together" study, conducted by global data insights company Kantar Group, surveyed over 6,000 consumers and interviewed over 80 experts across the APAC region. The consumers represented a variety of cultures and backgrounds from Australia to Singapore to China, while the experts represented a variety of professions including psychologists, authors, healthcare representatives and leaders in business and government.

Together, they identified eight key "ingredients" that support AIA's stated mission of enabling people to live "Healthier, Longer, Better Lives."

  1. Have an optimistic outlook
  2. Be activate and engaged
  3. Self-motivate
  4. Understand yourself and your emotions
  5. Feel a sense of independence
  6. Maintain quality relationships
  7. Never stop learning or exploring
  8. Make time to recharge

The answers provided to the survey revealed some interesting insights as well:

  • 85% of those surveyed feel they do not meet all eight criteria
  • "Make time to recharge" feels the most attainable of the goals
  • "Have an optimistic outlook" is widely considered the most important
  • Thailand's self-assessment topped the rankings, with 35% rating themselves as adopting almost all eight

“The AIA purpose, which underpins everything we do, is to help people live Healthier, Longer, Better Lives," said Stuart A. Spencer, AIA Group CMO.

"It’s therefore critical to gain a deep understanding of what people can actually do to achieve this, and how we can help them, beyond the obvious steps of exercising, eating healthily and getting sufficient sleep, particularly in the context of COVID-19."

Like the hierarchy of needs laid out in Abraham Maslow's 1943 paper "A theory of Human Motivation," it's safe to say that achieving success in all of these areas is easier said than done — perhaps moreso given the challenges created by COVID-19 pandemic — however, the results certainly provide an effective roadmap for marketers who hope to tap into the emotional wellbeing of their customers.


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