Over the past two years, Sidekick has partnered with the ThaiHealth Promotion Foundation (สสส.) on a pilot initiative to develop innovative ways to reduce age-related bias across Thailand. This effort began with research on a diverse group of 611 people spanning age groups (15-18, 19-30, 31-50, and 51-70) to identify a unique group we call “Connectors”

—the 20% of people who naturally demonstrate openness, empathy, and respect for perspectives regardless of age.

Our study highlighted four key behaviors that define these Connectors:
 

• Appreciating the efforts of others

• Actively listening to diverse perspectives

• Openly sharing personal mistakes

• Creating safe spaces for meaningful exchange

Using these insights, we crafted hands-on programs where youth can connect with adults who embody these Connector traits. The goal? To introduce young participants to positive role models, break down generational stereotypes, and encourage them to cultivate their own Connector traits for the future.

The impact has been powerful. Youth who once felt hesitant to engage with adults are now eager to share ideas, realizing that age does not define values or outlooks. They’re connecting with adults as individuals, and longstanding biases are fading.

The World Health Organization’s research on ageism reveals that ASEAN faces the world’s highest levels of age-related bias, with rates as high as 86.4% in surveys conducted in Thailand, the Philippines, and Malaysia. This underscores the importance of finding new models for bridging generational divides, like our Connector approach. We believe the program has the potential to shift culture on a larger scale, creating environments rooted in respect, empathy, and inclusivity.

Going forward, Sidekick is looking to work with ThaiHealth Promotion Foundation to expand this pilot into mainstream education, laying a foundation for a more understanding, inclusive culture.​