Social media, Internet drive Pinoys towards more 'meaningful' purchases: study

Katrina Domingo, ABS-CBN News

Posted at Aug 14 2018 02:24 PM

MANILA - Filipinos are starting to become more conscious of what they buy as social media prompt them to take part in a global movement to preserve the planet, a recent study showed.

About 93 percent of 252 Filipino respondents believe they are responsible for changing the world, while 88 percent said they are willing to pay more for brands that have a cause, showed a survey by international marketing and communications firm Havas Ortega. 

“Consumers are being made more aware of their responsibility,” said Philip Tiongson, Havas Ortega Group’s head of data and analytics.

“There are more and more people who have become more empowered by social media, by the Internet. It has empowered us and emboldened us to take a stand,” Tiongson said.

There has been an emerging movement for companies to shift to more earth-friendly practices just as governments enact policy mandating such green reform. 

Global coffee giant Starbucks recently announced that it would replace plastic straws with recyclable lids by 2020 amid consumers' clamor for less use of plastic in restaurants.

In the Philippines, a bill that bans the use of plastic straws in all food establishments was filed at the Senate earlier this year after the country ranked as the third biggest contributor of plastic waste to the world's oceans, next to China and Indonesia.

The study also showed that 82 percent of respondents believe that they can save the planet by buying and consuming less.

Some 96 percent said they are more mindful, more careful, and more involved when shopping, while 73 percent said they ask themselves if they really need the product before purchasing it, Tiongson said.

Aside from being more environment conscious, the public is starting to look for products that help them achieve “the best version” of themselves, and brands that “resonate with their own beliefs and values,” Tiongson said.

“They are shifting from impulsive buying to having more meaningful purchases,” he said.

“This is something manufacturers and brands must think about if they want to stay relevant in the near future,” he added.