Emerging Shift in Filipino Consumption Mindset

"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."  ~Jos Ortega, Havas Ortega Chairman, and CEO

In order for a company to survive one needs to be in touch with whatever is happening and could also happen in the future. The prosumers report is part of a bigger study about 12k respondents via online about their thoughts and ideas and thoughts about certain things. Some insight into what is happening in the minds of this prosumer as well as foresight.

Havas group is one of the world's largest global communications groups. Founded in 1835 by Charles Louis Havas, the group employs 20,000 people in over 100 countries. Havas is committed to be the best company at creating meaningful connections between people and brands through creativity, media, and innovation.

93% believe that It Is their responsibility to change the world. Staying competitive in today's faster, more globalized, and more collaborative markets requires a keen understanding of the forces that drive ideas, products, and services from the unknown to the mainstream. Among these forces are the prosumers, they are consumers who are 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. These individuals have been the subject of more than a decade of study by multinational communications hrm Havas Group. Its latest report includes the Philippines and reveals Filipinos’ changing attitudes and behaviors when it comes to choosing organizations, companies, and products to support.

“These numbers indicate that 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." ~Phil Tiongson, Havas Ortega’s Head of Data 8. Analytics

While respondents know that consumer spending helps the economy and enhances their own happiness, they also feel guilty and worry over the impact of their consumption on society and the planet. As a result, Filipino prosumers are redefining what makes a good purchase and are moving towards more mindful and meaningful buying habits.

Some of the key figures show that 73% (higher than the global average of 61%) are becoming more selective and ask themselves if they really need it before buying it; 88% (versus 71% global average) would be willing to pay more if it will contribute to a good cause; and 95% (versus 86% global average) think about the impact of their shopping on the planet’s resources.

As the Filipino consumption mindset starts to shift in this direction, organizations and brands face the challenge of developing products and services that appeal to these consumers’ emerging needs and considerations.

The latest Prosumer Report surveyed 12,168 men and women across different age groups in 32 countries in 2017. The Philippines has been included in the worldwide study since 2016.

Jos Ortega is the Chairman and CEO of Haves Ortega. the fully integrated communications agency In the Philippines that believes in “Stories. Experiences. Meaning.” He brings with him his strengths as a strategic thinker and over 30 years of experience to the company's highly ranked solutions In media. digital. creative. design. activation, mobile, public relations. and healthcare communications. He is also the Founder and Chairman of BrandLab, the management consulting agency known for harnessing authentic stories to build better brands and companies.

Prior to signing up to lead the Philippine office of the multinational Havas Group, he was CEO of JWT Manila and was Co-Founder and Vice Chairman of 8800, Guerrero Ortega.

Prosumers are leading-edge consumers making and breaking markets today. They come from all walks of life and comprise roughly 15 to 20% of the mainstream population. They are proactive (engages in the life of brands, organizations. and categories and shares recommendations); productive (understands the stories behind every purchase option before committing); progressive (pursues positive change whenever possible); perspective (considers a better future for the community before buying): and professional (constantly learns and observes brands and companies). They are the first to try products, services, and experiences and their recommendations drive the mainstream’s consumption choices and behaviors within the next 1824 months. The Havas Group has been tracking these individuals for over 10 years in their Prosumer Reports. The Group selects from a database of 55,000 people around the world to survey and help predict future attitudes and trends.

Filipino Prosumers have been included in the research only recently in 2016. Their changing relationship with consumption is the subject of Havas Ortega Group‘s recently launched report Emerging Shifts in Filipino Consumption Mindsets (from the global Havas Group's The Meaningful Shift). Top-Line results from the latest study show that 97% consider themselves the first person they know to try the newest things; 88% are consulted by their social circles for recommendations on various topics; 80% are actively engaged in pop culture; 67% see their social media posts shared or re-posted by others.

Emerging Shifts in Filipino Consumption Mindsets. Announced in the Philippines on August 14, 2018, Emerging Shifts in Filipino Consumption Mindsets shares the Filipino-centric information and insights from The MEaningful Shift, the global study from Havas Group that surveyed 12,168 people from 32 countries.

The localized report covers 251 respondents and presents the changes in Filipino buying behavior, examines the current tension between the love of shopping and ownership with the desire to help the planet and its inhabitant. It reveals that Filipinos are moving to more mindful and meaningful consunption habits, which poses a challenge to organizations and brands to adopt practices and support issues that resonate with the market It is the first Prosumer Report for the year and also the first time a Prosumer Report was launched in the country.

In this study, they shared the change of Filipino behavior in buying, examine the current tension between the love of shopping and ownership with the desire to help the planet and its inhabitants.

Free sampling of Premium Wines and Spirits at The Tasting Corner

“The main objective of the Tasting Corner is to give our valued customers a new shopping experience at SM Markets’ Wine & Liquor Section. We are giving them a unique opportunity to know top wine, liquor, and beer brands with the help of our Brand Ambassadors who will not just share their expertise but let them taste the liquor themselves; so they may compare and pick which brand suits them the most.” ~Mr. Antonio Villasenor, CEO of Blue Mountain, the exclusive distributor of wines and spirits in all SM Markets

There’s no right way or wrong way to taste wine. We experienced both Wine and Spirits Tasting during the VIP Launch of #TheTastingCorner at SM Market in SM Mall of Asia last August 15. I Sip, Shoot, and simply enjoyed the many adult beverage alternatives that SM Market has to offer!

For a limited time only, you can sample some of the most iconic premium wines and spirits in the world at the Tasting Corner in selected SM Markets.  This innovative new concept is the first of its kind and a rare experiential opportunity for those who are curious about premium brands to sample these drinks in their “perfect serve”.  

Knowing the perfect serve

The perfect serve is the way in which wines and spirits manufacturers recommend that their drinks be served.  Most perfect serves are surprisingly not common knowledge, and quite often they are not how everybody drinks it.

For instance, most Cognac aficionados would never think to mix Hennessy VS with ginger ale and a slice of lime, but that is exactly the way in which Hennessy recommends that Hennessy VS be enjoyed.

Everyone knows the proper lick, shoot, and suck routine for drinking room temperature Tequila, but Jose Cuervo actually recommends Tequila chilled to a precise temperature, and taken straight up.

Hardcore Scotch Whisky drinkers usually prefer their Scotch neat or on the rocks, Johnnie Walker actually recommends mixing Johnnie Walker black with ginger ale or cola.  And while wine connoisseurs everywhere will usually insist on room temperature serving for most if not all wine, Carlo Rossi and Los Cardos actually recommend that their wines be chilled.

The best thing is there is no need to try to imagine what that is like, these and other perfect serves are in store at the Tasting Corner, to sample for free.

It’s all about knowing the “good stuff”

Contrary to the all too prevalent mindset in the Philippines, knowing how to drink is not a skill that is based on a person’s alcohol tolerance levels.  The real skill doesn’t lie in the ability to drink huge amounts of alcohol, but in knowing the difference between an ordinary drink and “the good stuff.”

This is an idea that millennial drinkers really seem to already be embracing.  The one of a kind experiential event that is the Tasting Corner will help broaden their appreciation for the good stuff all the more.  

Freebies and free samples at the Tasting Corner

The Tasting Corner is a Pop-up store that will appear in selected SM Supermarkets and Hypermarkets between August 16, and November 8. Free samples of brands such as:

• Johnnie Walker
• Hennessy
• Jose Cuervo
• Fundador
• Carlo Rossi
• Los Cardos

Hennessy

Johnnie Walker

Fundador

Carlo Rossi

Los Cardos

Jose Cuervo

The Tasting Corner will also offer exclusive discounts/price offs, and lucky Tasting Corner customers can also walk away with premium branded giveaways such as overnight bags, flasks, glasses, pens, and many others.  Johnnie Walker fans will love the SM 60th-anniversary commemorative bottles.

The complete schedule of the Tasting Corner is as follows: 

• August 31 to September 13 in SM Supermarket Megamall B and SM Supermarket Makati
• September 14 to 27 in SM Supermarket Aura and SM Hypermarket Pasig
• September 28 to October 11 in SM Supermarket Cebu; SM Supermarket Fairview, and SM Supermarket San Lazaro
• October 12 to 24 in SM Supermarket Southmall and SM Hypermarket Clark
• October 26 to November 8 in SM Supermarket Lanang Davao, and SM Supermarket Baguio

The real skill doesn’t lie in the ability to drink huge amounts of alcohol, but in knowing the difference between an ordinary drink and “the good stuff.” Kampay!

A must have new Samsung Galaxy Note 9

Samsung Galaxy Note 9 the new superpowerful note smartphone helps you to do more and be more in life.

I was one of the guests to witnessed and see for the first time even laid my hands on the newest Samsung Galaxy Note 9 last August 14 at the Marriott Grand Ballroom, Samsung Philippines officially names Heart Evangelista-Escudero, Nico Bolzico, and Erwan Heussaff as the newest brand ambassadors of the Samsung Galaxy Note9 at the media launch of the tech giant's latest flagship smartphone. 

With the Connected Bluetooth S Pen, it becomes easier not only to create works of art when on-the-go but also control phone and capture inspiration. Aside from doing sketches and jotting down ideas, the S Pen as a clicker to take better photos, browse through the phone's gallery and design pegs, and even activate various applications. 

Mr. Jerry Manus, Business Unit Head IT and Mobile

Lasting for around 200 clicks or 30 minutes of continued use, the S Pen only needs 40 seconds inside the Galaxy Note 9 to charge back to full power, allowing Heart to use it anytime, anywhere with ease.

Samsung Galaxy Note 9 with Ms. Patricia Lee, Category Head IM Product Marketing

The 3 newest Brand Ambassador of Samsung Galaxy Note 9

"I am grateful for all my life experiences, whether they may be pleasant or challenging. I keep my head held high no matter what and I always look forward to better days ahead. Throughout my travels and ventures, I have witnessed the power of art, ideas, and passion to move people and make them do wonderful things. Through my Galaxy Note9, I wish to showcase that ability and share my enthusiasm for life with others." ~Heart Evangelista-Escudero

Mrs. Heart Evangelista-Escudero

Mrs. Heart Evangelista-Escudero

Mrs. Heart Evangelista-Escudero

You can also send emails, call family or friends, and stream content with ease as the Galaxy Note9 operates on a 10-nanometer Application Processor. This tiny yet powerful chipset allows you to experience faster loading and transition times within multiple applications. You can also carry many important files, with the Galaxy Note9 pioneering a 128GB base capacity. Also available in a limited 512GB variant, the Galaxy Note9 supports the expandable memory of up to 512GB, allowing up to 1TB of storage. The smartphone also utilizes Samsung Knox, the company's mobile security platform. 

"My goals and dreams keep me eager to achieve more and become better in life. By keeping these things in mind, I get to power through my busy schedule, no matter how hectic it gets. The Galaxy Note9 is the best smartphone for an energetic and driven guy like me. I'm so glad to be back with Samsung as I keep on working to become better and help others do the same thing." ~Mr. Nico Bolzico

Mr. Nico Bolzico

Exuding limitless energy and enthusiasm, Nico embodies the work-hard-play-hard lifestyle. Away from the cameras, the Argentinian diligently helps farmers in the country practice sustainable agriculture. Through his company, Nico aims to position the Philippines as a leading agro-export nation. Nice's lifestyle benefits from the ultimate performance that the Galaxy Note9 delivers. Boasting a long-lasting 4,000 mAh battery, the smartphone helps him accomplish more within the day.

"When you're a food and travel enthusiast, it's always important to keep your mind open and your senses engaged. That's the only way to learn as much as possible and to help others see the beauty of other cultures and lifestyles. There's always something new and exciting to discover every day, and the Galaxy Note9 helps me share what I see, as of how I see it, to everyone. I'm excited to travel and shoot more awesome content for everyone with my new super powerful device." ~Mr. Erwan Heussaff 

Mr. Erwan Heussaff 

Mr. Erwan Heussaff 

Erwan draws from years of working from the ground up to create memorable culinary experiences. As a chef, content creator, and restaurateur, the Filipino-French is always on the lookout for ways to improve his craft. Erwan uses the Galaxy Note9 to reimagine the way he experiences, shares and learns about the world. Able to take gorgeous low-light shots and Super Slow-mo videos, the Galaxy NoteQ's. Intelligent Dual Camera now comes with Auto Scene Recognition and Auto-flaw Detection, allowing Erwan to optimize his photos based on the subjects being taken. It can also report flaws, ensuring that all pictures look professional and breathtaking. 

The Galaxy Note9 suggested retail price of PHP 55,990.00 (128GB) The 512GB variant, priced at Php 75,990.00. For more information, visit the Samsung Facebook page or log on to samsung..com/ph.

About Samsung Electronics Co.. Ltd. 

Samsung inspires the world and shapes the future with transformative ideas and technologies. The company is redefining the Worlds of TVs, smartphones, wearable devices, tablets, digital appliances, network systems, and memory, system LSI and LED solutions. For the latest news, please visit the Samsung Newsroom at http://news.samsung.com.

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