Challenging Japan’s longevity dilemma: How Manulife sparked a new conversation on ageing

Why Manulife chose courage over convention — tackling taboo conversations to reframe ageing as a chapter of possibility.

In Japan, where life expectancy is amongst the highest globally, ageing remains a sensitive and often avoided topic –  frequently associated with anxiety, financial uncertainty, and resignation.

In this context, Manulife Japan took a deliberate and courageous step in January 2025 to confront these long-standing anxieties through its bold brand campaign "Living Longer, Living Better." At its heart was a simple but provocative question, "A long life isn't worth living. Really?" A direct challenge to the prevailing belief that longevity is a burden rather than an opportunity.

In a recent interview with Asian Business Review, Caragh Hartwright, Chief Marketing Officer, Manulife Japan, explained how the campaign used storytelling to shift perceptions and support Japanese consumers in planning for longer, more fulfilling lives.

"By asking 'Really?' in response to the notion that longevity isn't desirable, we aimed to spark reflection and conversation, encouraging people to see ageing as a chapter of possibility, not a burden," she said.

Leveraging authentic voices
The campaign was grounded in a powerful insight from the 2025 Manulife Asia Care Survey. Only 6% of Japanese respondents expressed a desire to live longer, despite the country's exceptional life expectancy, and 77% feared insufficient retirement funds, well above the Asian average.

This disconnect highlighted a dual challenge - addressing both financial preparedness and emotional readiness. "Our goal was to reframe the narrative around longevity, shifting it from anxiety to empowerment and optimism," Hartwright noted.

The campaign also reinforced Manulife's broader brand purpose. "Supporting individuals in building financial, physical, and mental well-being so they can live richly and independently throughout their longer lives."  This resonated across generations, particularly younger audiences who increasingly view wealth in terms of legacy and life choices, not just accumulation. By tapping into these insights, Manulife Japan built on its global tagline, "Where will better take you", positioning itself as a partner helping people actively grow their legacies and live fuller lives.

To bring this to life, Manulife Japan collaborated with acclaimed 89-year-old photographer Kazumi Kurigami, whose life journey exemplifies the campaign's message.

"His personal story - how thoughtful decisions shaped his present - captured our core belief: the right choices lead to a meaningful life," said Hartwright. Kurigami-san’s authenticity and life experience with his career in fashion, advertising, and film added credibility and emotional depth, helping to humanise the concept of ageing.  

More broadly, this marked a shift from marketing products to shaping a national conversation – not just about how people insure their lives, but how they choose to live them.  
 

Results and impact
The "Living Longer, Living Better" campaign ranked in the top 2% for uniqueness and top 4% for persuasiveness amongst all Japanese campaigns over the past five years, according to Kantar. It also contributed to increased consideration amongst target customer demographics.

The campaign's bold and thoughtful execution earned Manulife Japan the Japan Brand Innovation of the Year - Insurance Broker accolade at the Asian Innovation Excellence Awards 2025.

At its core, the campaign demonstrated how culturally grounded storytelling can shift both perception and behaviour.

Inspiring choices with stories
Building on this momentum, Manulife Japan introduced the follow-up "Better Stories" campaign in 2025, featuring real advisor-client relationships. These narratives, showcased in cinemas nationwide, highlighted how structured planning supports confident life decision-making.

"Each story focused on conversations around choices, reinforcing that meaningful dialogue leads to better outcomes," Hartwright noted.

The work underscored a broader truth: "Japanese consumers respond strongly to authentic, emotionally resonant storytelling - especially when it addresses real concerns," Hartwright remarked. She added: "Leadership in marketing requires courage to challenge societal norms and provoke meaningful reflection."

Through this approach, Manulife Japan is not just reflecting Japan’s ageing reality — it is helping reshape how a nation chooses to live longer, with confidence, purpose, and possibility.