Tag: filipino

Brands nowadays must go beyond surface-level marketing to forge authentic connections with younger Filipino prosumers—a generation that not only consumes but actively shapes and influences content and brand narratives. These digital natives are highly discerning, socially aware, and deeply value authenticity, purpose, and transparency. 

Moreover, they reject traditional advertising in favour of brands that engage meaningfully, reflect their values, and invite participation in co-creating products, experiences, and social impact. For brands aiming to thrive in the Philippine market, cultivating genuine relationships with these empowered individuals is no longer optional—it is essential to remaining relevant, trusted, and influential in a culturally rich and fast-evolving consumer landscape.

In HAVAS Ortega’s latest report It’s a Gen-Z World and You’re All Just Living in It, it highlighted how the younger ‘prosumers’ of today are shaping culture, challenging norms, and setting the stage for a future where authenticity, purpose, and innovation define what truly matters. 

MARKETECH APAC recently spoke with Philip Tiongson, general manager, Mx and data science at Havas Ortega; Angela Ayuson, senior strategist at HAVAS Ortega; and ⁠Richard Gemora, strategy specialist at HAVAS Ortega to better understand the report’s insights and how brands should truly engage with Filipino Gen Z ‘prosumers’ organically and authentically.

‘Surviving’ instead of ‘thriving’

In the report, it noted that 52% of the respondents felt that pandemic-era curfews and restrictions have lessened their urge to party, and 62% admit that they now have a lower appetite for social gatherings, having been desensitised during the long stretches of isolation.

Despite all this, there is a resurgence of reclaiming the ‘lost opportunities’ taken away from this generation, more specifically, the pursuit of “revenge” leisure and experiences. 63% of them prioritise personal enjoyment as a key goal, while 69% see parties and celebrations as an essential way to escape the world’s sadness and rediscover joy again.

For the agency, this reflects the utter desire of Gen Z ‘prosumers’ to enjoy life once again, especially when most of them are entering the workforce at a moment defined by economic headwinds and geopolitical volatility, making their transition from campus to career unusually fraught and challenging.

“Brands that hope to connect meaningfully and deeply and build lasting loyalty with this generation must ensure their offerings remain financially within their reach. Thoughtfully  calibrated price reductions, smart bundles, or genuine value-add services can lower the cost-of-entry without undermining profitability — and more importantly, signal that the brand is attuned to Gen Z’s budget realities,” the agency stated.

They noted, however, that affordability alone is not enough, as Gen Z Filipinos expect brands to show up meaningfully in their day-to-day lives, acknowledging the messy “adulting” milestones that shape their identity – from first paychecks to setting out on their own in their own apartments.

“Communications and messaging narratives that reflect these realities, offer pragmatic encouragement, and inspire without being preachy can make these young consumers feel  genuinely seen, heard, and understood,” they also added.

Stressing importance of mental health

Data also shows that 71% of the Gen Z prosumers have experienced mental health challenges, much higher than the national average of 49%. A huge 92% of those see mental health as one of the most pressing issues, recognising its impact on individuals, society, and the economy. 

With 88% of the prosumers saying mental health is just as important as physical health, it is clear that many are ready to address mental wellbeing in holistic, systemic, and personal ways.

For the agency, they note to brands that mental health warrants special attention, adding that this generation openly wrestles with anxiety, stress, and burnout, and they welcome brands that help normalise the conversation about mental wellbeing issues and provide tangible support through empowering and inspiring messages, as well as events that are focused on equipping them with strategies and tactics on how to be mentally healthy.”

“As a generation that is vocal about psychological wellbeing, they will reward brands that help normalise therapy, build in digital downtime, or subsidise counselling hotlines. Even small gestures — a guided breathing prompt embedded in an unboxing video, a partnership with a free tele-therapy platform, or an encouraging life hack on Instagram or TikTok–signal that the company values people over campaign optics,” they explained.

Being at the front lines of social causes

With their strong digital connectivity and fluency in social media, Gen Z is emerging as the most globally informed generation in history. They are acutely aware of international conflicts, political unrest, and worldwide economic challenges. 

According to data, 44% believe the world is heading in the wrong direction—a perception largely influenced by the actions of powerful global leaders. Additionally, 65% acknowledge that the planet is in the midst of an environmental crisis, with no country immune to the effects of climate change and ecological degradation. 

These concerns play a significant role in shaping their worldview, personal values, and expectations of the societies they are part of.

For the agency, the Gen Z generation denotes that “performative activism” is a non-starter and that they can spot a token hashtag or a trend-chasing press release from far away — and they are quick to call it out.

“Authentic alignment begins with a clear-eyed understanding of the cause itself, followed by an honest assessment of whether the brand’s DNA truly connects to that cause and can truly contribute to the cause. Any discrepancy between the two–say, pledging gender equity while tolerating pay gaps internally within their company–will invite backlash and potential “cancellation”. Conversely, when the fit is genuine, advocacy becomes a natural extension of the brand story rather than a marketing by-the-way or a fodder for press releases,” they stated.

Filipino Gen Z Prosumers are said to place their trust in brands and companies that consistently reflect their values—not just in marketing campaigns, but also in leadership decisions, hiring practices, and supplier relationships. 

For this generation, purpose is not something that can be treated as a token gesture; it must be deeply embedded in a brand’s everyday operations. Without this level of authenticity, they are likely to dismiss a brand’s efforts as superficial and unworthy of their attention.

“Walking the talk requires operational follow-through. A company that champions sustainability must show the receipts: Responsibly sourced raw materials, energy-efficient manufacturing, low-impact logistics, transparent reporting. The same principle applies to LGBTQ+ inclusion or any other social ambition; it starts with equitable policies for employees and extends through the supply chain to partners and vendors,” the agency added.

Cautiously embracing GenAI

Generative AI has quickly become a part of everyday life in the Philippines, with Gen Z Filipinos emerging as its most enthusiastic and skilled users. From academic tasks to creative content and side projects, they use GenAI to enhance productivity, express creativity, and manage large volumes of information. 

However, their enthusiasm is balanced with caution—they are aware of AI’s limitations, biases, and potential for misuse. As such, they expect brands to provide not just innovative tools, but also clear ethical standards, transparency, and responsible practices. Filipino Gen Zs are quick to call out superficial efforts or breaches of trust. 

“That nuance creates an opening — and an obligation — for brands. Gen Z Filipinos are not looking for empty hype; they want practical guidance, intuitive tools, and above all, ethical guidance on how to use these to the hilt with responsibility. They expect companies to hard-code transparency into every AI touchpoint, from data sourcing to content attribution,” the agency said.

They added, “A breach of that trust will be judged as harshly as a plastic-wrapped “eco”/environmentally friendly product or a rainbow logo masking discriminatory practices within the organisation.”

To earn their loyalty, the agency noted that brands must collaborate with educational institutions, government, and NGOs to promote digital literacy, ethical AI use, and real-world applications through initiatives like workshops and hackathons. Companies that combine innovation with integrity and invest in building Gen Z’s skills will be seen as trusted partners in shaping a responsible, AI-driven future.

How brands should properly connect with Gen Z prosumers?

For HAVAS Ortega, in order to connect meaningfully with Gen Z, brands must move beyond viewing them as a single, uniform group. Gen Zs are highly diverse, with unique subcultures rooted in passions like gaming, wellness, activism, and sustainability, as each community has its own language, influencers, and values. 

Moreover, brands that engage with these nuances, such as sponsoring esports leagues or collaborating with sustainability-focused student creators, show they see Gen Zs as individuals, not just a youth demographic.

“That recognition that they are diverse and multidimensional as a generation, however, is meaningless unless brands back it up with radical authenticity and desire to meaningfully connect,” they said.

However, true connection requires more than targeted campaigns; it demands authenticity and humility. Gen Z expects brands to listen first, admit what they don’t know, and create space for dialogue rather than monologue. They want to be co-creators, not passive consumers.

“Gen Zs expect a dialogue where they can help shape the flow of the narrative and decide where, and whether, your brand belongs. Acting as a platform rather than a preacher invites them to remix the brand story in ways that suit their identity; essentially, work with them as active collaborators in shaping your brand message and narratives,” they said.

Lastly, by embracing collaboration and cultural fluency, brands can build emotional relevance that algorithms alone can’t achieve. In a world saturated with content, those that foster genuine, community-driven engagement will earn Gen Z’s trust, loyalty, and long-term support.

“When brands combine subculture fluency with genuine openness, they achieve something algorithms cannot truly deliver: Emotional, meaningful relevance. In a landscape flooded with polished content, the brands that win Gen Z loyalty will be the ones that know which community doors to knock on, and ready to listen, co-create, and evolve,” they concluded.

Philippines – If there’s a cohort that bore the brunt of the drastic shifts in the pandemic, it would have to be those at the driver’s seat – the parents. Amid augmented health scares and a dampened economy, parents have to keep it tight as they continue to provide support to their families financially and emotionally. 

With this, parents are now becoming more open when it comes to finding a source of income. For Filipino parents specifically, work that offers a flexible arrangement is a top option, and within this favored setup, half of Filipino parents, or 53%, now have online freelance jobs as a top choice – those acquired through freelance platforms Upwork and the like – according to a study by digital platform for parenting, Smart Parenting. This was followed by online selling (35%) and online content creation on social media sites Facebook, YouTube, and TikTok (7%).

Filipino parents are scrambling financially with half, or 52%, were found to have not stashed an emergency fund. The rest have saved up for the rainy days, with the majority (39%) having built their funds to cover less than two years’ worth of emergency expenses. 

Within family income, funding for children’s education (24%) and paying off debts (24%) are top allocations followed by spending for the family’s house and condo unit (23%). Migrating abroad also takes part in Filipino Families’ plans where 7% said that income goes into making this a reality. Meanwhile, amid personal struggles, Filipino families still include in their priorities giving back to other people, where 8% stated income is spent on philanthropy.

The current life-threatening situation is taking a toll on the majority’s mental health. Because of this, families’ mental and emotional well-being has become a top concern for parents in the present. This is true for Filipino parents (66%), followed by worries about adding to their income and caring for their children’s emotional health and social skills (16%).

The Smart Parenting Pulse: 2021 Audience Survey surveyed 2,800 respondents in the Philippines.

Manila, Philippines – Women’s month is long past its celebration period, but the conversation on gender equality and empowerment for women remains as vibrant and ever kicking only because of one thing: there is still so much to fight for and so much to improve in the system. 

In the latest study of ‘prosumers’ by Havas Ortega, the integrated media and communications group in the Philippines of the global Havas network, it is found that almost all of Filipino prosumers, or 90% of them, believe in the power of female representation in media, specifically those in sports, to assert that women are as strong and capable as men in areas that are deemed fit only for the latter.

So first of all, what are ‘prosumers’? In an exclusive conversation with the Havas Ortega team, its Head of Data and Analytics Phil Tiongson admits they are hard to define, but that if they were to be described by a term that’s a close likeness, it would be ‘key opinion leaders’ – but still, more than that. 

“If I were to put a name to them, they’re probably key opinion leaders. But they’re more than that. As an opinion leader, they’re also very much in tune with what’s happening in the world. While they’re searching for new things, new gadgets, new beliefs, new philosophies, new brands, or even new attitudes, for example, they also have a sense of social responsibility to making a difference in the world,” shared Tiongson to MARKETECH APAC.

To simply put it, studying prosumers is sort of like studying the future, Tiongson adds. Because, he said further, whatever the prosumers feel, or whatever they do now, are things that the rest of the population will do the same 18 to 24 months down the road. 

So what do these future-oriented consumers think about the realm of sports and its connection to one’s lifestyle? The study, ‘Sports Forward’, in fact, presents a lot of interesting insights; some, we’ve never heard before.

Hidilyn Diaz made the country proud in 2016, winning a place in the Olympics – the first in a very long time for the Philippines.

First off, sports have long been a passageway for women to prove their strength and their agility, that while different from the physical abilities of men, are ever-present within them, and of equal value to society. Filipino prosumers ought to believe that there need not immediate ‘drastic’ changes in media representation when after all, the voice of women in sports is much stronger in today’s time but maybe–we just need more of it. 

Now that the pandemic has halted many of the sports events in the country, it would be much trickier to do that, but still, possible. Add to this, the country witnessing an unfortunate government intervention in May 2020 to the country’s leading broadcast media network, ABS-CBN; denying them franchise, ultimately pushing the network to shut off airtime in traditional TV.

ABS-CBN has, for many years, been the home of the top collegiate sports associations in the Philippines, UAAP and NCAA, airing their games, which makes it more difficult on this front to give media share to female athletes. NCAA, however, has decided to ink a partnership with rival network GMA, while UAAP has also tied with another network TV5, to keep the ground running.

The same Havas study also unearthed other interesting data, letting us in on Filipino prosumers’ perceptions towards sports, most of which, transcends its traditional role in society. 

The study found that sports are also being looked at as a source of mental health. About 88% of Filipino prosumers believe that people who play sports are more likely to stay healthy mentally and emotionally. The report notes that this points to a strong belief that sports are in the same category as relaxation, meditation, and other mental health practices that promote mental wellbeing – something we are all in need of as we continue to keep our heads above the water against Covid-19.

In line with inclusivity for women, everyone in the prosumer group, or 99%, also believes that sports brands should further create athletic apparel that takes into consideration people’s religion, most notably, the incorporation of Muslims’ hijab for women.

Ibtihaj Muhammad is the first woman to compete in the Olympics wearing a hijab

A lot of global brands like Nike and Adidas have the hijab already as a staple apparel in their collections. Women athletes have also accomplished important firsts, where in fact, in 2016, professional fencer Ibtihaj Muhammad became the first Muslim woman to compete for America wearing a hijab during the Rio Olympics. 

What Filipino prosumers might in fact is waiting for, is for said global feats to be replicated in the local arena–more local sports apparel offering hijab attire and of course, more representation of women proudly wearing their faith in the Philippine sports industry. 

In a press release, Tiongson said that sports have indeed gone a long way from being a mere spectacle and a battle for fame, glory, and money. 

“Sports are now seen as content that is imbued with meaning and that can contribute to meaningful, positive change in society,” he said. 

Finally, Tiongson believes that with these insights brought to the surface, all stakeholders involved in sports must rethink their contribution to all of this. 

“Athletes, celebrities, leagues, clubs, federations, and even sporting apparel and retailer brands should think about their emerged role in the lives of audiences. People look up to them more closely for meaningful inspiration – and they expect more from them,” he said. 

Prosumer Reports are a series of thought leadership publications by the global Havas which includes its own proprietary research across the Havas network and client companies. Philippines’ Havas Ortega Group fully implements the initiative with a local adaptation of Filipino insights and data.

United Kingdom – In celebration of the company’s 40th partnership anniversary with children charity foundation Make A Wish, Disney EMEA launches its “From Our Family To Yours” campaign, and features an animated video advertisement centered on the spirit of Filipino Christmas.

Featuring two characters, a grandmother (Lola) and her granddaughter, the video shows notable Filipino Christmas traditions, specifically parol making, or making of Christmas lanterns.

The video starts off in a Philippine location in the 1940s where the grandmother in his childhood days strolls around in a plaza or a public quadrangle and meets up with her father. He then gestures a mano, a Filipino honorific way of showing respect to the elders (0:15 video timestamp). She is then given by her father a Mickey Mouse doll as a Christmas gift.

Fast forward to 2005, and the grandmother and her granddaughter live under the same roof, and bond over making parols, a Christmas version of Filipino lanterns made from bamboo stilts and colored paper (0:50 video timestamp). However, as time passed by, the granddaughter lost interest in lantern making, evident in the granddaughter’s shift to other teenage things.

One particular scene provokes Lola’s sadness, as her granddaughter leaves the house, leaving her alone and the old Mickey Mouse doll she has been holding on for decades, an ear ripped off.

However, the video concludes with the daughter realizing that the Mickey Mouse was a memento of her Lola and decides to surprise her grandmother with a plethora of Christmas lanterns around the house and gifting her a fixed Mickey Mouse doll. Both are brought back to their cherished memories, and hug each other at the end.

The video’s official soundtrack is titled “Love Is A Compass” performed by UK artist Griff. Digital download purchases of the track and a limited edition vintage Mickey Mouse soft doll are eligible to support the Make a Wish Foundation, as 100% and 25% of the item sales respectively are donated to the said foundation.

Manila, Philippines – Filipino ice cream maker The Lost Bread has revealed on Facebook its latest limited-edition flavor – none other than the Filipino well-loved Doughnut flavor Choco Butternut.

The new ice cream selection, which is named “Coco Butternut,” is part of the brand’s Halloween promotions, and customers can get their hands on it for the entire month of November.

Choco Butternut is a staple Filipino favorite, originally coming from donut chain Dunkin Donuts. Other brands such as Mister Donut have adapted its own version, with some Filipino online bakeries recreating their versions making not only doughnuts but even cakes and cookies.

The flavor from The Lost Bread is made with rich chocolate ice cream mixed with doughnut chunks and orange coconut sugar coating throughout the ice cream. It is available in a pint-size for Php 250 and liter size for Php 450.

Founded in 2015, The Lost Bread is known for its innovative and fun ice cream flavors. Some of its iconic flavors include Filipino chocolate Chocnut, brown sugar milk tea, milk and cookies, and Filipino sweet rice Champorado.