Confronting Asia’s growing rate of chronic conditions means tackling cultural issues as much as medical ones

Asia’s health crisis is often framed as an inevitability: Aging populations, rising medical costs, a surge in lifestyle diseases, elderly patients needing care for longer. Rates of conditions like heart disease, cancer, diabetes and hypertension are climbing across the region, driven by insufficient exercise, poor diet, drinking, smoking, stress and pollution. These lifestyle diseases now account for roughly 80% of all diagnoses in Asia, a growing burden of morbidity that healthcare systems are struggling to keep pace with.

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Yet focusing on lifestyle diseases, and the choices behind them, overlooks the cultural pressures that shape how people think, feel, and behave long before they ever seek medical care. And it’s critical for those of us in the healthcare industry—particularly those of us concerned with keeping people healthy and curing them once they’re sick—to push back against these pressures.

Across the region, health is being defined less by clinical advice and more by social expectations about “what healthy is supposed to look like.” These scripts are repeated and reinforced by the media and our social media feeds, turning wellness into a performance. Think photos showing a visible transformation, or grindset posts that extol rigid routines and emotional stoicism. When people internalize these rules, two things happen: They pursue unsustainable, all-or-nothing programs; then, when they abandon these plans, they delay seeking help because admitting struggle feels like failure. Over time, those behaviors can turn a preventable condition into chronic diseases.

New AIA research, which combined a survey of 2,100 people and a study of over 100 million social media posts across mainland China, Hong Kong, Malaysia, Singapore and Thailand, reveals how deeply embedded stereotypes can silently shape health behaviors.

The study surfaced an array of common beliefs around health. The most widely accepted were those centered on physical discipline and transformation: 69% agrees that “fitness requires discipline with no compromise”; 65% said “true wellbeing requires daily rituals”; 59% believed that “improving your health requires full transformation.” These powerful messages raise the bar so high that small, realistic steps feel pointless.

More harmful, however, are mental health stereotypes that equate strength with silence. 57% of respondents indicate that “to be respected, a person must not show emotions” and 49% reported that mental-health stereotypes negatively affect how they feel, think or behave.

These norms undermine emotional wellbeing and push people into isolation. It was these beliefs, in our analysis, that had the most damaging impact. Many respondents reported that these beliefs led them to avoid more healthy behaviors, dismiss useful advice and withdraw when they most needed support.

Media makes this worse. Our analysis showed how often extreme fitness narratives, hustle culture and emotionally stoic ideals are surfaced to audiences. This repetition turns stereotypes into norms, and then into social pressure.

Young people feel this most intensively. Gen-Z report lower wellbeing across physical, mental, financial and environmental dimensions than older generations. Even if they disagree with health stereotypes, they are more likely to experience negative emotions and more likely to experience harmful impact from them. Rejecting a message doesn’t diminish its power or its prevalence in society.

These consequences—avoidance, self-doubt, and misplaced effort—are consistent across different markets. Many respondents said they hid their struggles, focused on the wrong priorities, or doubted their ability to manage their health. The cost isn’t just personal: It manifests in delayed prevention, lower engagement with credible guidance and, ultimately, a greater burden on healthcare systems.

What needs to change? First, the health industry needs to normalize the many versions of “healthy”. Good health isn’t just a single look, or a single set of daily rituals, or a single test of physical endurance. Instead, it’s an accumulation of small, maintainable choices that suit different bodies, budgets, ages and starting points.

Second, those of us shaping public narratives—insurers, brands, media outlets, influencers—should stop using stereotypes as motivational shorthand. The same message that drives one person can alienate another. Let’s swap “total transformation” for “start where you are”.

Finally, we must recognize that Asia’s rising morbidity is a cultural problem as much as a clinical one. It needs more than better treatment or expanded healthcare capacity; it means reshaping the expectations and stereotypes that influence behavior long before disease appears.

This requires those shaping public narratives to move away from messages that imply there is only one correct way to be healthy. Media and brands need to drop perfection cues and focus on showing accessible, realistic paths that help people build healthier habits.

Only by challenging these stereotypes and inherited norms can Asia begin to meaningfully reduce the growing burden of lifestyle disease.

The opinions expressed in Fortune.com commentary pieces are solely the views of their authors and do not necessarily reflect the opinions and beliefs of Fortune.

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