Global study reveals: Filipinos ready to seek more meaningful purchases
STAYING competitive in today’s faster, more globalized, and more collaborative markets requires a keen understanding of the forces that drive ideas, products, and services from the unknown to the mainstream. Among these forces are the prosumers, they are consumers
are relied upon by their circles for recommendations and opinions.
what the mainstream will patronize within 18 to 24 months. These individuals have been the subject of more than a decade of study by multinational communications
includes the Philippines and reveals Filipinos’ changing attitudes and behaviors when it comes to choosing organizations, companies and products to support.
According to Emerging Shifts in Filipino Consumption Mindsets (local highlights from the global research The MEaningful Shift) percent of Filipino prosumers today believe in their responsibility and 86 percent in their capacity to
percent believe in the strength of their purchasing power more than their voting power; and 60 percent will choose a product depending on a company’s values or political and social activities.
“These numbers indicate that Filipino Prosumers have truly realized the power they have in in-
but society as a whole. The mere act of choosing at the grocery, at the supermarket, in a boutique, or in the mall are more than just shopping and buying for Filipino Prosumers. The choice in itself carries ripples of effect to the rest of the society. For them, the power to choose is more than just about which brand or product to bring
they are answering the call to be socially-responsible individuals,” Havas Ortega Chairman and CEO Jos Ortega (left) and Phil Tiongson, Havas Ortega’s head of Data & Analytics. to adapt by taking the consumers’ guilt out of the equation and helping them express a ‘me’ they feel good about whenever they buy. By responding to the evolving priorities and aspirations of Filipino consumers
today—their need to grow into and present their best selves, to make a positive contribution in the world, to support community and country, to be less wasteful and help the planet—businesses will stay relevant and be able to navigate ever-changing markets with ease and effectiveness.”