How views on marriage, family, and home ownership are evolving across Southeast Asia

How views on marriage, family, and home ownership are evolving across Southeast Asia

What does “having it all” mean in Southeast Asia today? From the importance of marriage to the meaning of home, Milieu Insight polled 3,000 people across six countries—Singapore, Malaysia, Indonesia, Thailand, Vietnam, and the Philippines—to explore evolving perspectives on family and life priorities across four generations: Gen Z, Millennials, Gen X, and Baby Boomers.

‍‍Marriage & children: Still valued, but less essential

Across Southeast Asia, a majority still value marriage (40%) and children (31%) as important (but not essential) for everyone. This sentiment is particularly pronounced among younger generations. Gen Z respondents were the most likely to express a more flexible view, with many seeing marriage and parenthood as optional life choices rather than must-haves.

However, tradition still holds sway in certain countries and age groups. In Malaysia, Indonesia, and Vietnam, more than half of Gen X respondents view marriage and children as essential for a fulfilling life, showing that generational shifts in values aren’t universal. For instance:

• Marriage: ID (77%), MY (58%), VN (55%)
• Children: ID (70%), MY (52%), VN (53%)

‍‍‍What defines a “family”?

Despite changing attitudes, the traditional family unit remains the dominant definition across the region, with 74% of respondents identifying it as their go-to understanding of family. That said, openness is growing, especially among Gen Z.

• Baby Boomers: 92%
• Gen X: 82%
• Millennials: 75%
• Gen Z: 69%

Gen Z also leads in redefining family structures, with a higher openness to same-sex families, particularly in Thailand (39%) and Singapore (31%). In contrast, only 2% of Gen Z in Indonesia expressed the same openness.

Career vs. family: Finding the balance

When asked about priorities, almost half of respondents across SEA (47%) said they aim to strike a balance between career and family. But preferences shift when broken down by generation:

• Gen Z: 24% prefer career over family
• Gen X: 28% prefer family over career

Vietnam showed the biggest generational divide: 31% of Gen Z prioritise career, while 36% of Gen X lean toward family.

Interestingly, despite differing priorities, the “ideal” age for key life milestones is consistent across all generations and countries:

• Getting married: 27 years old
• Having first child: 29 years old
• Buying a first home: 30 years old

The dream of home ownership lives on

When it comes to stability and success, owning a home still tops the list for most SEA respondents (68%). But what makes a location ideal?

Across the region, the top three factors are:

1. Safety and security (51%)
2. Affordability (40%)
3. Access to amenities (33%)

However, some national nuances stand out:

• Singapore: Affordability leads at 61%, followed by safety (45%)
• Vietnam: Community and neighbourhood is the top factor (53%), followed by safety (43%) and affordability (21%)

Conclusion‍

Southeast Asia is experiencing a quiet transformation in values around family and life goals. While tradition remains strong in many areas, younger generations, especially Gen Z, are embracing a broader, more flexible definition of what it means to live a successful life. Whether it’s rethinking marriage, redefining family, or reshuffling priorities between career and home, one thing is clear: the modern SEA identity is more diverse than ever.