2021 Filipina Forward study: The result
Gone are the days the epitome of every good Filipina was Maria Clara—a timid, obedient, and shy character from Jose Rizal’s novel “Noli Me Tangere.” Wunderman Thompson 2021 Filipina Forward study has revealed today’s Filipina women are breaking away from Maria Clara’s image by owning their identity and working hard to pursue career goals toward financial independence.
Based on the study, the modern
Filipina’s top priorities are earning their own money and staying healthy and fit. “The study shows that 33 percent of Filipinas aim to be financially independent while 24 percent are keen on starting a business,” Wunderman Thompson says in a press statement. “Financial independence also remains as the top indicator of success at 42 percent, followed by physical health and fitness at 37 percent.”
This shows a paradigm shift from the 2017’s result of the study wherein Filipinas’ definition of success was “reaching a higher level of spiritual or religious awareness.”
It also shows that the “Maria Clara” tag, which has long haunted cultural narratives about the Filipina, has now almost lost its influence, with 86 percent of respondents identifying as modern Filipinas who defy tradition. Additionally, 60 percent of those who participated in the study feel empowered to change the norm.