Y&R Philippines Releases Latest Study on Filipino Attitudes

Leading advertising agency Y&R Philippines recently conducted a study that aims to understand two generations that brands want to connect with nowadays - the Potentials (18-35 years old, also known as "Millennials"), & the Powers (36-60 years old, next generation of leaders & consumers). Read on to learn more about the similarities & differences of these two groups & how this information can help Y&R & their brands adapt to their markets' needs.

Y&R Philippines Releases Latest Study on Filipino Attitudes

Cites Viralnihan as a Multi-generational Driving Force

(Manila, Philippines) Two years ago, Y&R Advertising, one of the world’s leading advertising agencies, conducted a landmark study to explore what drove a generation that brands have been trying hard to connect with: millennials. However, millennials as depicted in popular media are different in Asia – they are exposed to economic, cultural, and social norms that are markedly dissimilar to their Western counterparts. For Y&R, it made more sense to define these 18-to-35-year-olds as Generation Asia Potential, the next generation of leaders and consumers.

In 2014, Y&R expanded its study to include Generation Asia Power. Aged between 36 and 60, they are established, the current set of movers. Exploring 16 life topics ranging from love to media to travel, Y&R immersed itself where these two generations gathered, discovering where both diverged, and surprisingly, converged.

Says Mary Buenaventura, President/CEO of Y&R Philippines, “Despite the media barrage on the difference between the two generations, our study found an intersection that cut across the gap. We call this Grassroots Culturalism, which is a resurgence of interest in our local culture, but with a twist. Being Filipino now is a celebration of the everyday – from the neighborhood hole in the wall to the global footprint of sports and fashion icons. This convergence evolved the traditional Filipino value of ‘bayanihan’ or the spirit of communal unity, into Viralnihan, a digital explosion that shattered the boundaries of the traditional generation gap.”

Around 85% of both GenAsia Potential and GenAsia Power showed a distinct positive attitude about their personal future. Given the age difference, 93% of the former are looking forward to achievements that improve the lives of people, while 78% of the latter felt they have contributed positively to society.

The two generations also share similarities in terms of investment outlook, coming at the heels of the country’s first investment-grade rating. 75% of GenAsia Potential and 91% of GenAsia Power are on investment mode, differing only in type. The former focus on passionate investments that reflect their interests, while the latter focus on stability for the long term. The similarity extends to clothing as well, with over 80% on both sides valuing personal style over clothing labels, and even local designers and influencers over international names.

Meanwhile, on the thorny subject of love, the divide is more discernible, with 91% of GenAsia Power seeing marriage as a lifelong commitment and 86% of GenAsia Potential seeing marriage as dependent on mutual happiness. The difference is attributed to the younger cohort’s exposure to a more Western influence, moving away from traditional beliefs to more individual values.

 “Understanding what unites and divides these two generations – GenAsia Potential and GenAsia Power – drove us to expand Y&R’s GenAsia study,” concludes Buenaventura. “By unraveling attitudes and perceptions, Y&R, and the brands we work with, are more able to adapt to the varying needs of society and the fast-changing pace in which our message is delivered. Discovering a thread that unites GenAsia Potential and Power – Grassroots Culturalismamplified through Viralnihan – was refreshing and something that the nation can be proud of. “

Summit Water New Packaging to Save 1.5M Tons in CO2

350 ml and 500 ml bottle caps to have less plastic

 Summit Natural Drinking Water, in its continuing effort to inspire Filipinos to thirst for more, has reached for a new goal – to lower its carbon footprint. In a simple but effective packaging change, Summit 500 ml and 350 ml bottles now sport a more streamlined cap that saves almost 500,000 tons of manufactured PET a year.

This is equivalent to the amount of carbon absorbed by 3.7 million trees, or removing over 100,000 cars from the road for one year. The initiative is part of Summit Water’s latest campaign – Thirst for More, by defying limits, stepping out of comfort zones, and going beyond the norm. By being conscious of the environment, Summit Water has upped its game, encouraging Filipinos to do the same.

Says Abe Cipriano, AVP for Marketing, Non-Alcoholic Beverages at Asia Brewery, “Thirst for more is about pushing your boundaries and finding new ways to one-up yourself. For Summit Natural Drinking Water, this small change has a great positive effect on the environment, and ultimately, on all of us. We encourage everyone to start with small steps to achieve even bigger goals.”

The Secret to Taking The Plunge? Confidence!

Living the life you’ve always dreamed of begins with confidence. If you feel that it’s the one thing you’re missing, here are a few steps that will help you gain self-assurance.

Know your strengths and weaknesses. Confidence comes from knowing who you are, which means being able to determine both your strengths and weaknesses. By being in touch with both, you can make better life choices. This is also a good gauge on things you need to improve on and work hard at, helping you create a better version of yourself which you can be proud of.

Expect your success. Pessimism is not just draining: it also undermines your performance. Expecting the worst possible outcome can dampen your spirits and make you more worrisome rather than hopeful. Choosing to think that the outcome will be positive and successful helps in building your confidence.

Take risks. Ironically, taking risks helps develop us into becoming better people. There’s no confidence found in doing the same things over and over again. We develop who we are by doing things that we don’t naturally do. By overcoming things that used to scare us, we develop a stronger sense of self, something needed in becoming more confident.

Confidence also comes from having a strong support system, like your friends and family. A longtime partner of risk-takers everywhere who like taking the plunge is Nestea in a Bottle.

Nestea’s convenient, easy-to-bring bottle makes it easy to go from one adventure to another without any hassle. Coming in three exciting flavors of Apple, Lemon Ice, and Lemon, there’s one for all kinds of risk-taking adventures.