MANILA, OCTOBER 10, 2012 – “Born years after the Marcos dictatorship; schooled at the time of the EDSA People Power Revolution; and entering the workforce when the Philippines was referred to as ‘The Asian Tiger’…[this generation] lives in a world ripe with possibilities,” Y&R Philippines president and CEO Chiqui Lara said.
In a study conducted by Y&R Asia, the younger Filipino generation is singled out for their less selfish attributes.
Generation Asia is an in-depth attitudinal study of 13, 980 connected Asians aged 18-35 across geographies; a comprehensive psychographic study that probes their minds and hearts about 16 life topics: vehicles, beauty, communication, education, entertainment, fashion, money, food, health, kids, luxury, love, media, sports, technology and travel.
The study uncovered the most defining attributes of Asia’s younger generation. GenAsia Indian says, “It is more important for me to be seen as successful.” GenAsia Hong Konger says, “Compared to my parents’ generation, my life is much better.” Meanwhile, GenAsia Filipino says, “One day I’d like to achieve things that will improve the lives of other people.”
The exclusive focus on the Philippines takes a look into the attitudes and views of 1,500 GenAsia Filipinos from ABC socio-economic classes.
Out of that number, 93% said, “One day I hope to achieve great things that improves the lives of other people.” Despite the challenges thrown at GenAsia Filipinos, 85% are optimistic, saying, “One day I know I’ll be rich!” A good 83% considers happiness as more important than money.
Taking into consideration the fact that this generation grew up at a time when the Philippines was considered ‘The Asia Tiger’, 89% is open-minded about paying extra for quality. And 84% of the respondents say that they want to be successful.
The study also found the 10 trends among GenAsia Filipinos:
– #chillwithcommuting – 83% are “cool commuters”
– #empweredstylistas – 82% can work whatever label
– #burnbabyburn – 66% would rather burn calories than work long hours
– #worktofundluvforstuff – 71% can work hard to afford whatever stuff rocks their boat
– #worldisplayschool – 86% says that “learning is entertaining”.
– #travelAndrenaline – 84% are budget travelers
– #techsandgeeks – 62% say that “techies are not geeky”.
– #invisiblecloak – 73% admit to being brutally frank behind avatars.
– #neversaydie – 62% will cheer for their sports team / hero no matter what it takes.
– #thebi – 86% believe in staying married only if they are happy.
Commenting on the findings, Lara said: “This generation is poised to take on the world with hearts and minds brimming with optimism, ambition and a decidedly strong dash of humanity. It is no wonder then that the Philippines is one of the few countries that had attained double-digit improvement in ranking across 11 out of 12 categories tracked by the World Economic Forum (WEF).”
