Prosumer Report: A look into the Filipino Prosumers’ mindset on Ageing

Inspired by our mission of building Meaningful Brands that consumers will deeply engage and relate with, we surveyed 250 Filipino respondents in early 2021 to uncover what they think about ageing and deeply understand what various age groups’ concerns are about this fact of life. Here are some of the things we found out:

Ageism in work-life

Though most Filipinos aged 55+ years believe that age is more of a matter of mindset than a telltale indicator for physical abilities, as much as 62% of Filipinos aged 18–34 years look at ageing as a slump — the inability to keep up with the innovative, fast-paced realities of today. In essence, ageing amongst older Filipinos is not the real issue — ageism is the more daunting, more intimidating concept that hinders or worse, discourages those who are in their golden years to achieve and be more than just their age.

Feeling old and making contributions to family and society

For older Filipinos, they would start or started to feel old when they experience having physical or mental challenges in their daily lives. However, 96% of the older Filipinos see working past the age of 65 years as a good way to keep one’s brain active and another 75% see working — even part-time — past retirement age as a way to avoid isolation. Additionally, they believe that they can still contribute to their families, with 42% saying that it is their responsibility to support their children and grandchildren even in old age and another 63% saying that it is their responsibility to support charities and good causes.

Life Lessons and learning across generations

Nine of ten Filipinos aged 18–34 years believe that there’s much to learn from the ones that came before. But if you are to ask the older generation, they also have learnings of their own. 42% of Filipinos aged 55+ said that if they had the capability to go back in time, they would definitely explore more — travel, meet more people, experience different cultures, and keep on learning about new things that they have not learned within the four walls of the classroom. Still another 42% of them also said that they would focus on their finances, manage their money more effectively, and be more disciplined in investing and spending cash.

Impact of age on societal perceptions

Is age really just a number?

With so much of society becoming too “youth-obsessed”, it undermines the assertion of 88% of Filipinos aged 55+ years that “age is more a matter of mindset than physical abilities”.

Feeling old over time

We asked individuals aged 55+ years about what signals for them that they are “getting old”. About 88% said that they would start feeling old when they start having physical or mental weaknesses. About 2 in 3 also said that they would start feeling old when they can no longer lead an active lifestyle. For 63%, feeling old starts when they become grandparents, while for 52%, it’s all about retirement.

Ageing with grace

“Forever young, I want to be forever young.” Though 27% of Filipino Prosumers share this sentiment, the rest of the respondents lie on the opposite end of the spectrum, ready to welcome ageing with open arms.

Where — in your opinion — does this leave beauty and skin care brands that are so intent on communicating their anti-aging creams, serums, ointments, and lotions?

Going back in time

“Regrets, I have a few.”

And since we all have it, we asked respondents aged 55+ years what they would change in their lives if they had the chance to go back in time. 42% said that they would explore, travel, and learn more about the world. Another 42% said that they would manage their money differently. Another 13% said that they would chart a different career path for themselves.