THE PHILIPPINES, SEPTEMBER 08, 2011: Lack of money is not an issue when it comes to being healthy. In fact, poverty toughens a man up. This is believed by 93% of Filipinos who fall under the lower class – more popularly known as the “masa” (masses)- when asked about their perspective on Health & Wellness.
These, plus new surprising truths were revealed when McCann Worldgroup Philippines recently conducted a national investigation which gathered new perspectives on the masa’s health & wellness. McCann’s investigation encompasses the northern, southern and central regions of the country. Not only were homemakers, young adults and seniors involved, but also community health experts such as government officials and municipal doctors, to help bring the truth about the masa full circle.
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Regional context dictates their perspective on health & wellness. In fact, each region’s context is so distinct, not only are there major differences between urban and rural cities, but there are also contrasts when comparing one urban area from the other. To illustrate this point, the Manila-based masa have to contend with the unforgiving living conditions of the big city, such that being healthy meant protecting themselves from it. On the other end, the Cebu-based masa are riding along the city’s rapid urbanization and the rising cost of products and services, such that being healthy meant having the vigor to keep up with all the changes that are coming their way.
Across the masa, five common health hazards arise – environmental disturbances & pollution, technology, limited access to good food, vices and emotional stress. Context once again plays an important role, where each concern can be more pressing depending on the environment they live in. For instance, technology is a far greater health issue in urbanized areas where cell phone and internet usage is highly accessible and consequently, highly addictive. Whereas, in rural areas, variety of food is considered an issue. Eating the same kind of food everyday is a problem for the rural masa because it limits them from getting the full range of vital nutrients.
The Filipino masa see chores and the daily physical labor as forms of exercise and even believe that the environment they are in contributes to a stronger immune system, with better defense against common viruses.
What are the implications then for brands and marketers? McCann Worldgroup has three recommendations:
Start to think more regional. Understanding regional contexts and consumer hot buttons can allow brands to create more meaningful and targeted marketing solutions.
Accessibility is power. They can’t always afford it, but the masa want to live healthier, and they welcome new alternatives that would help them achieve that. Brands that will provide them more affordable and healthy choices will be appreciated and trusted.
Guide rather than impose. As the masa feels more confident and empowered to make health decisions on their own, brands now have the opportunity to be more open with information that can help them feel in-control.
To find out more about the study, get in touch with Tricia Camarillo of McCann Worldgroup Philippines at (63 2) 8150888.
