MANILA – Just recently, Havas Media Ortega shared a study about the latest type of consumers in the Philippines – the Filipino Prosumers. The latest report, entitled, Emerging Shifts in Filipino Consumption Mindsets (local highlights from the global research The MEaningful Shift), reveals Filipinos’ changing attitudes and behaviors when it comes to choosing organizations, companies, and products to support.
The Filipino Prosumers are the consumers who are the first to try what’s new and are relied upon by their circles for recommendations and opinions. They are known to be influential in what the mainstream will patronize within 18 to 24 months.
“Filipino Prosumers have truly realized the power they have in influencing not just the marketplace 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 home; the choice also reflects how they are answering the call to be socially-responsible individuals,” says Phil Tiongson, Havas Ortega’s Head of Data & Analytics.
Here are the six characteristics of a Filipino Prosumer:
They are the first ones to try the newest things and are always in the know. Filipino Prosumers are known to be highly influential especially among their peers and cliques. Ninety-seven percent of Filipino Prosumers consider themselves as the first person to try the newest things and are consulted by their peers for counsel and recommendations on a range of topics, including brands. Also, 67% see their social media posts being shared or re-posted by others.
They are more mindful of their shopping habits. Filipino Prosumers are mindful, more careful, and more involved when shopping. They also think that it is their responsibility to make a difference in the world and that the strength of their purchasing power is greater than their voting power. Hence, they believe that their shopping behavior makes a huge impact on the society and economy.
They are concerned about a brand or company’s involvement with key social issues. Since Filipino Prosumers believe that their shopping behavior has a huge effect on the society, they are more likely to engage in the life of brands and its involvement with social issues. They also constantly learn and observe brands and companies, ensuring that its values or political and social activities align with theirs. According to the study, 60% will buy – or refuse to buy – a product based on the company’s values or political-social activities.
They shift to ‘patriotic shopping’. “Pinoy/Lokal Muna!” is the mantra of Filipino Prosumers. They opt for brands that are proudly Filipino-made or purchase from businesses that gather raw materials from local producers. Filipino Prosumers believe that buying local and supporting local is a patriotic act and greatly contributes to the community and to the economy.
They choose brands that care for the environment. Filipino Prosumers are ‘eco-warriors’. They consciously and actively minimize their environmental impact – and always assess “how can I live with the planet in mind?”. They are the type of consumers who patronize eco-friendly products and spread awareness on going green across all social media platforms.
With these characteristics in mind, how should brands respond to and address the needs of the rising Filipino Prosumers?
Havas Ortega Chairman and CEO, Jos Ortega, says, “Businesses have 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.”
