Health, wellness and the Filipino masses: Study reveals new truths for marketers

MANILA, Philippines - Lack of money is not an issue when it comes to being healthy. In fact, poverty toughens a man up. This is the truth that is believed by 93 percent of Filipinos who fall under the lower class – more popularly known as the “masa” (masses) – when asked about their perspective on health and wellness. For them, the whole concept of being healthy is more than just physiological, but holistic.

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 and wellness.

This study takes into context the explosion of local and global health trends in recent times, and its significant influence in the Filipino masa’s mindset. The government has intensified efforts on health awareness and aid. More corporations have become active in programs that give back to communities. Products that promise everyday wellness have continuously flooded the marketplace year after year. Topics on health and wellness run rampant across all media from television all the way down to point of sale sections. Nursing remains to be a desirable career path for families who want to rise from poverty.

Do these changes mean that the Filipino masa mindset has shifted when it comes to health and wellness? Do they still believe that health is just the absence of sickness, and that wellness is a luxury, especially when day-to-day survival is already a tall order? Do they still prefer traditional solutions over modern?

Knowing full well how broad the topic and how vast the market is, McCann decided to take a different approach and conducted a national investigation encompassing the northern, southern and central regions of the country. Perspectives were gathered from an eclectic cast of people both urban and rural. The task at hand demanded that consumer chats would only tell half the story. So, 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.

The masa’s concept of health is shaped by the environment they live in

Regional context dictates their perspective on health and 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.

Five common threats to the pursuit of good health

Across the masa, five common health hazards arise – environmental disturbances and 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.

A slice of the masa’s beliefs on health and wellness

This latest research says that health and wellness for the masa is not just physiological but holistic – eating right, sufficient exercise and having a positive disposition are the marks of a healthy individual.

Another interesting tidbit: the Filipino masa see chores and the daily physical labor as forms of exercise. They see poverty not as a hindrance to achieving good health. In fact, poverty toughens them up. They even believe that the environment they are in contributes to a stronger immune system, with better defense against common viruses.

New beliefs, evolved mindsets

Clearly, the Filipino masa have a more sophisticated thinking on health and wellness than most were led to believe. They have conscious preference for healthier choices. Although meager resources limit what they can do for their health, they make the most of what’s available, affordable and easy. Their minds are very fertile, they are informed, curious and open to new concepts and new ways on how to better their health.

Some implications for brands and marketers

• 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.