Probing the mindful Filipino market
There’s a growing trend about how Filipinos purchase nowadays because, let’s face it, the consumer model is ever evolving. Evidently, the shift today is geared towards conscious consumerism, a buying behavior that is driven by a personal commitment to purchase in accordance with one’s moral compass. This emerging mindful market only opt for goods or services that pose a positive impact on social, economic, or even on the environment. These consumers patronize both big and startup businesses that do not compromise labor force, animal welfare, the LGBTQIA+ community, and even sustainability in exchange for earnings, among many other advocacies.
A post-pandemic uptrend (borne during a time when people prioritized need vis-à-vis want), this has prompted businesses to be more cautious, sensitive, extra inclusive, and equally mindful about how they design, produce, package, and streamline their products and services to ideally fit every conscious consumer amidst this ever-shifting market landscape. So how should brands market for this novel and emerging circle of conscious consumers, considering their ethical point of view? If consumers are not only buying products but also choosing who to believe in, why is it important for companies to build trust among its customers?
In an attempt to address these questions and more, Synergy Marketing Research + Strategic Consultancy, in collaboration with Globe Business, recently hosted Synergy-YouGov’s third annual flagship event, Market (In)Sights, held at the Makati Diamond Residences recently. This exclusive event, designed for CMOs and C-level executives, featured the theme “Beyond the Shift: Strategic Insights for Growth in the Conscious Consumer Era”. The event was headlined by Ms. Germaine Reyes, President and CEO of Synergy Market Research + Strategic Consultancy (Synergy), the exclusive Philippine partner of YouGov) who unveiled groundbreaking insights into how digital burnout, underconsumption, and value-driven decision are reshaping how, why, and what today’s consumers truly seek
Joining Reyes were an esteemed roster of industry experts as panelists, including Mr. Gino Borromeo, Head of Strategic Communications at Ayala Corporation; Mr. Norman Agatep, Chairman and CEO of Grupo Agatep; and Ms. Chi Wei Teo, General Manager of YouGov Singapore. They generously shared their insights and perspectives, while Ms. Chenny Galano, President of The Rizal Academy for Innovation & Leadership, moderated the program.
Apart from the insightful discussion and exchange of ideas, The event also marked the exciting launch of the 2025 Synergy-YouGov Awards, honoring brands that made a significant and meaningful impact in the Philippines throughout 2024. These awards spotlight outstanding achievements across various industries, recognizing brands that have captured consumer attention and trust. This year’s winners were Uniqlo Philippines (Best Buzz in the Fashion Retailer Sector), Colgate (Most Talked About Brand in the Personal Care Sector), Shopee (Most Talked About Brand in the E-commerce/M-commerce Sector), and BPI (Most Reputable Brand in Financial Institutions and Services Sector). Sun Life Philippines was named as the Most Recommended Brand in the Insurance Sector, Globe/Globe Telecoms garnered the Most Recommended Brand in the Telco Sector, while Samsung got the Best Brand in Total PH awards.
9 Key consumer insights
Most consumers nowadays are wary about what they put into their baskets. This is an emerging era, a quiet shift so subtle but almost tangible, as we can see, hear, and feel the impact. To better understand the evolving market, Synergy shared some of consumers’ main concerns when choosing to purchase something, and the financial constraint takes the number one spot. Here are the 9 key consumer insights based on the Synergy’s market research concluded in March 2025:
1. Extent of financially constrained consumers ‘normalized’ in the mid-30%s but still significantly higher than June 2022. Doing cutbacks in spending continues and has become a norm since last year
“The top consumer concern are the price hike on food, water, electricity, or the whole inflation in general, actually and the current financial conditions of the Filipinos. The lowest that we have seen is in June 2022 and that was a time when we when the economy opened. But the narrative that we were telling the retailers association was: If you want to be part of the economic growth and spur consumer spending, please do not raise your prices and allow the consumers to recover from the pandemic. Because 31% are still not out of the woods. So essentially, only one in 10 are really financially comfortable,” Reyes explained. The current inflation and the overall hike in prices of goods and services has extremely altered purchasing habits, compelling them to spend less (and only on their needs and according to what they trust), especially that the majority of families that belong to the middle class, or even below the poverty line, making the circumstance also bad for business.
2. 9 in 10 Filipinos practice underconsumption activities. Financial constraints led to underconsumption which is conscious, mindful spending
We are in an era of frugal or minimalist lifestyle and those who are practicing underconsumption are more pronounced in the mid-income households. The study revealed that 63% are consciously thinking about reducing consumption and making this habit permanent. The study further revealed that underconsumption is not just about spending less; it also means spending for better durability, maximizing usage, continuously using the same device until they break down, wearing clothes and footwear until they are worn out, reducing device usage, the frequency of replacing devices. Underconsumption has also other aspects like buying only what they truly need and avoid unnecessary purchases. The conscious consumer carefully plans their purchases to stay within budget, and they even actively seek out best deals for sales to save money. They are currently cutting back on eating out, non-alcoholic drinks, clothing and footwear, household cleaning and laundry, and packaged food. Mainstays would be sanitary care, toiletries, healthcare products, and mobile and internet service.
3. To stay relevant in an era of mindful spending, brands should provide value
Brands can still keep their customers by remaining relevant in a time when consumers adjust their spending habits. Anything that promotes health, well-being, and sustainability is basic need. Otherwise, if they are going to be tone deaf on this, they might be eased out because underconsumption is not just about brands offering lower price, but it also touches on sustainability and innovation thus, brands should do something to remain relevant according to the consumer’s spending adjustments. Further, brands should focus on high-quality long-lasting products, offer flexible pricing or discounts, emphasize products and services that promote health or well-being. Retail companies should offer value-added benefits, convenience, seamless payment options, delightful shopping experience and prove that they are worth the trust of the consumer. Brand reputation is also key. “Now, more than ever, there is a pressure to provide value to our consumers, and value is not about offering the cheapest price, it’s about providing the best bang for your buck. It’s about quality and making sure you deliver on your promises because in the end, that’s what earns trust,” Ayala Corporation’s Borromeo agreed.
4. Digital detox/dieters are sensitized to the negative effects of extensive exposure to digital devices.
We are seeing the Age of Disconnection as, according to the study, 84% is going on a digital detox now and in the near future. There is an obvious change on Twitter, WhatsApp, Reddit, LinkedIn, Telegram, Discord (except for Messenger, since usage is expected to increase as the only online communication channel) and the Gen Zs are the drivers of this. The numbers of digital dieters have reached 54%, while 30% plan to follow suit in the near future. Most of their screen time concerns revolve around physical health issues, posture, headaches, negative effects on sleep, impact on mental health, reduced productivity, and the possible strain personal relationships. So, Gen Zs take intentional breaks from digital devices multiple times a day and their current social media behavior include watching videos through social media, checking emails, or complete work tasks. More importantly, they often seek non-digital (such as sports, partying, traveling, socializing in person) as a way to disconnect.
5. Brands that promote digital detoxing/dieting should promote trust and engagement
The increase of offline physical activities prove that mindful consumers are proactively engaging in lifestyle activities. Brands need to be involved as the study revealed that 91% of consumers will support brands that actively promote digital well-being and these percentage trusts trust brands that promote healthier screen time habits or have an approach to screen time management. Among the respondents, 89% said that brands that promote screen life balance would have a positive impact on their purchase decisions and 88% marketing that promotes a healthier digital lifestyle resonates with them. 87% said that if their favorite brands encourage digital detoxing, they will be more likely to engage with them while 86% would be interested in purchasing products that help reduce screen time. Given this fact, brands should think of alternative marketing options such as printing of books and health kits, promote retreats, organize events, and promote their products through awareness campaigns via events, pop-ups, workshops, and other outdoor experiential activities that will resonate with digital dieters and make consumers ‘connect while disconnected’.
6. There are generational differences on lifestyle, mindset and outlook
When it comes to social media engagement, the study indicated that Gen Zs are into more meaningful online activities, and purchasing clothing item and watch live online activities like concerts and other contents are the only pronounced activities they do. Millennials, on the other hand, are in investing mode, and they watch videos that talk about investment planning, increasing savings, stock trading paying off debts, bitcoin, or starting a business. Finally, Gen Xers and Baby Boomers are more into lifestyle activities such as dining, traveling, visiting the salon, self-care and enrichment, and other health and wellness activities that are more pronounced as one gets older.
7. Spotlight on the Silver Market
The Silver Market is a significant segment with high investible assets, they are 55 years old and above, ‘sexy’ for marketing given their new lease in life given their diverse interests, lifestyle, and activities. They are socially responsible and influencers in themselves. Representing the silver market signifies inclusiveness, and this market segment could be a gold mine for sustainability efforts because they’re willing to pay more for products that care for the environment. Of the Philippine adult population, 19% are silver market, 40% are currently working, and their top interests are aligned with their life stage which includes health, medicine, food and drink, travels and holidays, national news, animals and nature, international news. Although the brand loyalty is strong for this segment and they are influencers in themselves, the Silver Generation have many more lifestyle abilities than the Gen Zs, and while they still prefer in-person purchases and the use of traditional advertising platforms, printed newspapers and magazine, they are active online, mainly on YouTube, Facebook, blogs and website are relevant to this market.
8. The Alpha Gen are the future decision-makers and influencers
If the Silver generation anchors us with wisdom, experience and economic influence, on the other end of the spectrum are the Alpha Gen, the future face of consumption. They’re growing up with technology in their hands and are already shaping how families learn, live, and spend. This generation are into social media and online activities and may not yet be into digital detoxing or dieting. Main influencers are also on entertainment activities, not just products and services that they use. At their young age, they are heavily engaged on digital media, which is their source of entertainment communication, relation, education and memory bank, among others. Notably, almost half of Gen Alphas are only child and solely owning the influential role that they have in their parents’ purchase decision making for their needs. Parents with Alpha Gen children comprise 24% of the Philippine adult population or equivalent to 73% of total adult parents. “The study showed that parents of the Alpha generation show that they want their alpha children to be safe, healthy, in many aspects, including mentally, physically, learned, financially capable, and responsible. So, this is a formative moment. It’s time to invest meaningfully and be part of what’s good for tomorrow,” Reyes encouraged.
9. Brand trust matters
Brand trust is a key factor in purchase decisions and is possibly a differentiating avenue and is the deal maker in for brands of the same product and price. Trust impacts not just on purchase but also on other consumer actions such as recommendations, loyalty, and active provision of feedback. Consumers are also willing to pay more for a trusted brand. The fact is, according to Synergy’s market research, there are only a few trusted brand categories including clothing and footwear, fast food and restaurants, and tech devices as number one. Second are sanitary care and toiletries, mobile and internet services, while third are healthcare products and food supplements. Large household appliances come fourth, while household cleaning and laundry, cosmetics and beauty products, non-alcoholic drinks, beauty services, financial services and investment products come last. All these categories have implications on either health, safety, ability to communicate and connect.
Trust is a marketing currency
“Brand trust is built on good reviews and ratings. Consumers now look at online reviews, try small purchases first, and they ask around thus, trust is highly dependent on the customer experience, which could be either from personal or reviews from real users. The market loves brands that make them feel like a person and not mere a transaction. So that essentially is the requirement in order to build trust amongst consumers. Brand trust is also anchored in customer service and brand experience, which may not just be limited to the product service itself, but also on the business values,” Reyes remarked.
The “Beyond the Shift: Strategic Insights for Growth in the Conscious Consumer Era” event emphasized that brand trust is crucial, and it is, in fact, a marketing currency. To induce growth and expansion and build that trust, brands should consider the mindset of their market according to age group or generation. Beyond the price, they should deliver value in terms of quality, dependability, convenience, and a holistic shopping experience. Engaging meaningfully, especially offline given the digital fatigue of the market, is also key. Finally, brands should be consciously on their toes to remain essential, relevant, noticed, needed, and worth keeping in the basket of consumers, especially during this time of financial constraint, underconsumption, and conscious consumerism.
INQUIRER.net BrandRoom/JC
