Business
‘Women will lead the ever-evolving marketing landscape’
Thanzyl Thajudeen MCIM CMktr MSLIM MCPM
We are living and breathing an information or creative era today and the ability to capture and manage peoples’ feelings have never been more crucial to the success and sustenance of brands and relationships both internally as well as externally, demanding marketers to possess emotional intelligence at their best possible self. This is well reflected on the growth and importance of intangible assets which today makes up a significant proportion of all corporate value.
Empathy is the keyword here – the ability for marketers to dive deep into neutrally understanding the constantly changing paradigms of not just their consumers but also every stakeholder involved in the value creation chain, and actively seek to learn the many influences and underpinning reasons and undisclosed feelings in a world where the context keeps highly evolving. In many cases, marketers tend to just focus on the relationships with consumers and that too on a more quantitative surface level – labeling them as segments or groups – than an individual focus. A majority undoubtedly still follow those strategies and actions that belong to the industrial revolution, knowing very little that everything around them has already changed. And this could be why men still largely dominate the leadership positions in marketing. But not for long.
We have witnessed that women are naturally able to empathize more than the male counterparts, even though neurologically we are all born with a very similar ability. Many studies show that women score higher on EQ tests than men but there are no genetic biases for these differences. This could also be due to the biological differences, for example Oxytocin is found in higher levels among women, making them more empathetic than the higher concentration of testosterone among men where the brain is tuned into systems than emotional relationships. However, research on these areas is still at its infant stage.
Women are also very likely to be taught about empathy by their female role models when growing up from their childhood, and these socially nurturing roles have been on and around them for generations making it a learned awareness and shared skillset. They can quickly capture and understand various non-verbal communication to include facial expressions, tone of voice and body language. People feel recognized – seen and heard – when they are actively listened to, with the right posture and in turn they share some of the most deep, insightful insights that couldn’t have been known otherwise.
It is not that men are naturally pruned to other way around; it is just that they do not take the initiative to learn empathy from all walks of life. The industrial age probably made them, and in many instances continuing to do so, even more analytical, and systematic. Though this is just as important, it should never surpass or compromise the importance of empathizing with all stakeholders. Rather this numbers-driven skillset should be applied to quantifying and justifying future marketing strategies and its risks associated, the time value of money and capital costs, to create shareholder value, an insightful point I found on a blog post of Prof Malcolm McDonald, and not just narrowing down to traditional marketing analytics.
Men undoubtedly have a lot to learn from the women in marketing. They should develop abilities to see the world through the eyes of others, breaking away from the long association of their own paradigm. They should listen actively to their colleagues, superiors, consumers, suppliers, and partners, gauging both verbal and body language, and ask more about what and why does he or she feels so. The more one does this, the more this would increasingly be a natural response. This is very important to break the ego-centric mindset among marketers, as thinking that they know it all is a very vicious cycle to be in. Today, as marketers, we are dealing with the ‘heart’ than the ‘mind’ of consumers, which is very challenging as many of the problems brands and organizations face today arise from this aspect, yet we approach it like we know what the problem is.
In many academic studies, it shows that women score higher than men in coaching and mentoring others. They can meticulously choose words and language that positively impacts workplace engagements, for example they repeat and rephrase back to people what they have said, and this gives one the reassurance they are being heard, encouraging deeper levels of trust and connection.
(Thanzyl Thajudeen is a senior marketing and design consultant. He can be reached via thanzyl.thajudeen@gmail.com)
Business
SEC, CSE and CA Sri Lanka sign MOU to advance XBRL-based digital reporting for listed companies
The Securities and Exchange Commission of Sri Lanka (SEC), Colombo Stock Exchange (CSE), and the Institute of Chartered Accountants of Sri Lanka (CA Sri Lanka) signed a Memorandum of Understanding (MoU) to collaborate on the implementation of eXtensible Business Reporting Language (XBRL) based reporting for companies listed on the CSE.
The agreement marks a significant milestone in Sri Lanka’s efforts to modernise corporate reporting and strengthen the digital infrastructure of the capital market. The initiative aims to streamline the submission of both financial and non-financial information by listed entities, enhancing transparency, accessibility and investor confidence.
The MoU formalises the partnership, following the establishment of a joint SEC-CSE committee tasked with driving the initiative. With the in-principle approval of the SEC, the committee has been working closely with CA Sri Lanka to develop the framework required for the successful rollout.
XBRL is the internationally recognised standard for digital business reporting, developed and maintained by XBRL International, a global non-profit consortium. The standard enables financial and business information to be reported in a structured, machine-readable format, facilitating more efficient analysis, comparison and interpretation of corporate disclosures by regulators, investors, analysts and other stakeholders.
The introduction of XBRL reporting is expected to deliver several key benefits for both listed companies and users of financial information. These include reducing reliance on manual data processing, improving the accuracy and consistency of reported information, supporting more advanced data analysis, and lowering long-term reporting costs. The flexibility of the XBRL framework also allows organisations to tailor taxonomies to meet specific reporting requirements. In addition, XBRL adoption will enhance market transparency and efficiency by enabling quicker access to comparable corporate information. It will also align Sri Lanka’s reporting framework with global standards, making the country’s capital market more accessible and attractive to international investors familiar with XBRL-based financial reporting.
Business
LOLC Insurance and Seylan Bank celebrate Bancassurance Excellence through “League of Greatness” 2025
LOLC Insurance recently hosted the “LOLC Insurance – Seylan Bancassurance Felicitation Night 2025” under the theme “League of Greatness,” celebrating the success of its longstanding bancassurance partnership with Seylan Bank. The event marked another milestone in a strategic collaboration that has continued to grow since 2013.
The felicitation ceremony brought together senior management, sales leadership, branch representatives, and top-performing teams from both organisations to recognise excellence, appreciate contributions, and reaffirm the enduring partnership between LOLC Insurance and Seylan Bank. The collaboration currently spans 104 Seylan Bank branches across Sri Lanka, delivering accessible life and general insurance solutions islandwide.
Speaking at the event, Ramesh Jayasekara, Director/Chief Executive Officer, Seylan Bank PLC, stated, “Our partnership with LOLC Insurance continues to create meaningful value for customers while further strengthening the bancassurance proposition within the banking sector. The dedication and collaborative spirit demonstrated by both teams have been instrumental in achieving these milestones and sustaining the growth of this partnership. We look forward to enhancing our collaboration and delivering greater value to customers in the years ahead.”
Sharing insights during the event, Eugene Seneviratne, Deputy General Manager – Retail Banking, Seylan Bank, added, “The professionalism and operational efficiency demonstrated by the bancassurance teams have been instrumental in consolidating this partnership. Our branch teams continue to seamlessly manage day-to-day bancassurance functions with minimal operational escalations, reflecting the strength of a well-structured and highly efficient framework. This has contributed to a smooth and mutually beneficial working relationship, enabling the partnership to enhance coordination, execution, and overall performance.”
Addressing the gathering, Kithsiri Gunawardena, Chairman/Principal Officer of LOLC General Insurance and Director of LOLC Life Assurance, stated, “Successful partnerships are built on trust, shared values, and a common vision. The strength and longevity of this collaboration reflect the commitment of both organisations to delivering meaningful impact to customers while advancing the country’s bancassurance sector. The positive feedback and appreciation consistently received from Seylan Bank regarding the quality of service delivered and the steadfast support extended by the teams stand as a testament to the professionalism and service excellence upheld throughout the partnership.”
Business
The bill nobody budgets for: Healthcare and the retirement gap in Sri Lanka
Most people, when they think about retirement, think about income. Will there be enough to cover food, utilities, and the basics of daily life? That question is important. But there is a second question that sits right behind it, quieter and far more expensive, and most people do not ask it until it is already upon them. What happens when you get sick?
Healthcare in retirement is not an occasional inconvenience. For most Sri Lankans, it becomes one of the largest and most unpredictable expenses of the post-work years. It arrives gradually at first, and then all at once. A routine check-up becomes a specialist referral. A specialist referral leads to investigations. Investigations lead to a diagnosis. A diagnosis leads to medication that never stops. And running alongside all of it, quietly compounding, is an inflation rate for healthcare that outpaces most other costs a retiree faces.
This is the retirement expense that most financial plans either underestimate or ignore entirely. It is a gap that Ceylinco Life, Sri Lanka’s life insurance market leader for 22 consecutive years, has observed widen steadily across the communities it serves and the thousands of policyholders whose retirement journeys it has accompanied over three decades.
“Healthcare is the cost that most people acknowledge in the abstract but do not plan for in practice. We have seen, over many years and across many thousands of policyholders, that the single biggest financial shock in retirement is rarely a collapse in savings. It is an illness, or a prolonged condition, that was never budgeted for. Sri Lanka’s public health system has served this country well, but it was not built for an ageing population managing multiple chronic conditions over decades. The responsibility to bridge that gap sits with each individual, and the earlier that planning begins, the more manageable that gap becomes,” says Dhiranjan Canagasabey, Senior Assistant General Manager/Head of Marketing, Ceylinco Life.
A country that is ageing faster than its health system is preparing for
Sri Lanka is in the middle of a demographic shift that has no historical precedent in this country. By 2042, one in four Sri Lankans will be above the age of 60. Life expectancy, according to United Nations World Population Prospects 2024, now stands at approximately 77.67 years nationally. That means the average retiree is looking at roughly 17 years of post-work life, with health needs that become more intensive, and more expensive, with every passing year.
Non-communicable diseases are at the centre of that picture. According to research published in 2025 in the Journal of Clinical Medicine, NCD deaths in Sri Lanka have risen substantially over two decades, with total deaths due to diabetes alone rising by 169% between 2004 and 2020. Cardiovascular disease, hypertension, chronic kidney disease, and cancer all carry long-term treatment costs that can run for years or decades before they become fatal. These are not short-term medical events. They are sustained financial obligations.
Sri Lanka allocates approximately 4.4% of GDP to total health expenditure, well below the global average of 6.74%, according to World Bank data updated in December 2025. Government public health spending accounts for only around 8 to 9% of general government expenditure. The gap between what the public system offers and what the ageing population will need is already visible. It is going to widen considerably.
What free healthcare actually means for a retiree
Sri Lanka has long been proud of its free public healthcare system, and rightly so. It has delivered health outcomes well above what the country’s income level would typically produce. But pride in the system should not obscure what it cannot do, and increasingly, what it is struggling to do consistently.
According to the Institute of Policy Studies, access to primary healthcare fell from 95% of the population in 2019 to 82% in 2022 and 2023, with rural areas bearing the steepest decline. Household healthcare costs, in the same period, rose by 48% in a single year between 2020 and 2021. Medicine shortages, long queues, and limited specialist services in provincial hospitals are not new complaints. But for an elderly person managing a chronic condition, they translate directly into out-of-pocket spending that was never planned for.
On average, more than 60% of Sri Lankan households already incur private healthcare costs, according to a study published in the journal Health Policy. For households that include elderly members with chronic conditions, that proportion is higher, and the burden is heavier. The combination of a free system under strain and rising private costs is not a future risk. It is already the daily reality for many retirees.
The quiet toll of chronic illness
A 65-year-old managing type 2 diabetes, which is increasingly common in Sri Lanka, does not face a single large medical expense. They face a continuous one. Monthly medication. Quarterly blood tests. Periodic specialist consultations at a private facility, because the waiting list at the government hospital is too long or the specialist they need is unavailable locally. Annual check-ups. Occasional hospitalisation when blood sugar levels become difficult to control. Each item is manageable on its own. Together, across a fifteen-year retirement, they represent a substantial sum.
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