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By giving employees ownership of the experience, Manulife transformed longevity from a corporate message into a movement that strengthened culture, connection, and engagement across 11 markets.
This article is brought to you by Manulife Asia.
Supporting employee wellbeing has become increasingly complex. As people live longer and workforce expectations continue to evolve, organisations are increasingly challenged to create environments where employees can thrive over the long term. Today's workforce expects more than one-size-fits-all solutions, seeking support that feels authentic, personalised, and connected to a larger purpose.
In response, Manulife has reimagined wellbeing as an ongoing employee experience, focusing on creating a movement that resonates personally with employees while reinforcing the organisation’s broader purpose.
Rather than treating longevity as a customer-only conversation, Manulife sought to make its Health, Wealth, and Longevity strategy personally meaningful for employees. The result was “Better Me: Live Your Longevity”, an employee-focused initiative designed to bring that strategy to life from the inside out.
This commitment paid off at the HR Excellence Awards 2026 in Hong Kong, where Manulife took home a silver award in the Excellence in Employee Care & Wellbeing category.
“Our success came from treating longevity as a culture opportunity,” affirms David McDonald, Chief People Officer, Asia & Global Head of People Technology & Operations, Manulife.
“We believe sustainable culture change happens when employees are active participants, not audiences. That philosophy shaped every aspect of the ‘Better Me: Live Your Longevity’ employee-led experience.”
Bringing longevity to life
“Better Me: Live Your Longevity” was a 10-week, Asia-wide movement centred on a 14-day challenge, which kicked off in August 2025.
Colleagues were encouraged to set their own wellbeing goals and share their journeys. The culture-building initiative created opportunities for employees and leaders across the region to take meaningful action and engage in conversations about wellbeing, while supporting one another’s progress.
The response demonstrated the power of employee-led engagement. Colleagues across Manulife Asia’s 11 markets participated through 340 submissions, representing a 70% increase in engagement from its last user-generated content campaign in 2025. More importantly, the initiative fostered a network of wellbeing advocates who continue to champion healthy habits and positive behaviours across the organisation.
“‘Better Me: Live Your Longevity’ empowered colleagues to own their wellbeing and learn from one another. It sparked a movement beyond the campaign, with advocates and conversations strengthening our culture,” McDonald (pictured below) says.
From wellbeing campaign to employee movement
For Manulife, one of the most important lessons was that wellbeing initiatives are most effective when employees help shape the experience themselves.
The company deliberately provided markets with a framework and toolkit rather than a prescriptive initiative, enabling teams to adapt activities to local needs and employee experiences. This flexibility created space for colleagues to contribute ideas, share stories, and influence how the initiative evolved.
Leadership participation also played a critical role. By engaging alongside employees, leaders reinforced that longevity and wellbeing are not standalone HR initiatives, but integral parts of culture, engagement, and long-term workforce resilience.
As workforce expectations continue to evolve, Manulife believes future readiness depends on more than skills alone. Resilience, adaptability, and wellbeing are becoming increasingly important drivers of long-term performance and engagement.
The company plans to continue investing in employee-driven movements, leadership engagement, and local innovation, recognising that resilience, adaptability, and wellbeing are increasingly important drivers of long-term performance and engagement.
“Better Me: Live Your Longevity” demonstrated that longevity is a culture proposition. By giving employees ownership of the experience, Manulife transformed longevity from a corporate message into a shared movement that strengthened connection, engagement, and purpose across the region.
“A winning team starts with an environment where people can thrive,” McDonald emphasises.
“As workforce needs evolve, we remain focused on a workplace where people feel supported, connected, and equipped to succeed for the long term.”
Photos / Manulife Asia
Read more interviews on why organisations have won trophies for their HR practices – head over to our Behind the Win section!
Want to be part of the celebration next year? If you’re ready to showcase your achievements and join the ranks of our winners, we’d love to hear from you! Reach out to Gloria Yam to learn how you can enter the awards and stand a chance to win.
Are you a respected industry leader? We’re also inviting senior HR professionals to join our esteemed panel of judges. If you’re passionate about recognising excellence and shaping the future of the industry, contact Selina Kwok to explore judging opportunities.
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