Many Filipinos are becoming more careful with how they spend money as rising prices affect their daily lives. A recent study by Synergy Marketing Research + Strategic Consultancy (Synergy) revealed that 9 out of 10 consumers in the Philippines are now spending less and living more simply due to financial concerns.
“Underconsumption is not just about spending less,” said Germaine Reyes, president and CEO of Synergy, during the recent Market (In)Sights session held with YouGov. “But it also means spending on something durable and maximizing usage. Consumers now choose products primarily based on their quality, durability.”
The study found that people are cutting back on many everyday items, including meals at restaurants, clothing, packaged food, health products, mobile services, and even toiletries. This behavior shows a shift toward more mindful consumption, where people prioritize needs and value over impulse or luxury.
Brands need to adapt to mindful spending
With this shift in consumer behavior, the study advised businesses to adjust their strategies to stay relevant. Brands are encouraged to highlight the value of their products by offering added benefits, providing convenience, and improving payment systems. Customer experience also plays a major role.
Companies were also advised to focus on health, well-being, sustainability, and proving their reliability. “Trust should be the core of how brands operate and communicate,” Reyes said. “As digital fatigue increases, they should create trust through consistent human and values-aligned actions that reflect what the brand genuinely is, not just what they want to communicate about who they are, to remain afloat in an ever-shifting mindful market.”
Digital breaks affect how people connect with brands
The study also found that more Filipinos, especially Gen Zs, are taking regular breaks from their phones and other devices. About 54% of respondents are already practicing digital dieting or detoxing, while 30% are considering it.
Reyes explained that although Gen Zs still use their devices for videos, emails, and work, they also take deliberate breaks. This group is looking for more meaningful online activities. Millennials are focused on investments, while Gen Xers and Baby Boomers lean toward self-improvement and lifestyle activities.
To connect with consumers in this environment, the study suggests that brands try in-person methods, like organizing workshops, food events, or fitness activities.
Silver Market and Gen Alpha offer new opportunities
Reyes also highlighted the potential of the Silver Market, or Filipinos aged 55 and older, who make up 19% of the population.
“They have amazing selectivity plans and diverse interests, are socially responsible, and they belong to the 55 years old and above age bracket,” she said. “They could be the gold mine for sustainability.”
This group prefers traditional media and values purchases made in person. Generation Alpha, or the youngest consumers, are active online but not yet into digital breaks. Their parents, however, are concerned about their health, learning, and responsibility.
“So, brands should tap into this mindset of the parents and their aspirations for their alpha gen children and should invest meaningfully and be part of what’s good for tomorrow,” Reyes said.
Reyes stressed that building trust is essential. “Brand trust is a marketing currency. Consumers are willing to pay more for a trusted brand,” she said.
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