MANILA — A digital media company lately launched a report that seemed on the method Filipino values have developed over time.
In its newest ThoughtSparker report, AdSpark examined how the digital life-style has affected six values that outline Filipino tradition: “hiya,” “pakikibaka,” “pakikisama,” “utang na loob,” “lakas ng loob,” and “bahala na.”
Taking over the landmark examine of Virgilio Enriquez, thought of the “Father of Filipino psychology,” the report confirmed the unique definitions and the way they’ve modified:
– Hiya: “Not simply modesty and avoidance of disgrace, however a way of propriety. Throughout the pandemic, Filipinos took to social media to name out authorities officers and types for any trace of impropriety. On-line communities have gone out of their strategy to ‘cancel’ a public determine or a enterprise whose actions are objectionable.”
– Pakikibaka: “Not simply activism however a want to alter the world. In his examine, Enriquez discovered that pakikibaka isn’t just for activists however for all Filipinos. Shoppers of all ages are enjoining manufacturers to hitch their campaign in altering the world for the higher. A examine from the International Net Index says that just about 60% of shoppers agree that manufacturers ought to have extra initiative to assist them throughout this troublesome time.”
– Pakikisama: “Not simply conformity however pakikipagkapwa to make a distinction. Enriquez explains that Filipinos are fast to assist others even when they themselves are in want. We discover solace, inspiration, and goal from our household, associates, and workmates.”
– Utang na Loob: “Not a debt-system however a accountability for the higher good. It might have a detrimental connotation however through the pandemic, Filipinos gave the phrase a brand new that means as they banded collectively to assist frontliners, college students, and different sectors. By enabling their prospects to satisfy their sense of accountability to their respective communities, manufacturers can change into a platform for change.”
– Lakas ng Loob: “Not simply power however thriving in adversity. Refusing to remain down, Filipinos turned to on-line sources not solely to outlive however to raised themselves within the pandemic. Many pursued upskilling via webinars and on-line tutorials. There have been those that braved the challenges of beginning a brand new enterprise to generate extra revenue for his or her households. Extra than simply self-promotion via communications, manufacturers should present avenues for shoppers to specific their inside power.”
– Bahala Na: “Not fatalism however including braveness via religion. The position of the divine is deeply ingrained in Filipino tradition. Some argue that Filipinos depend on the intervention of a better energy (‘Bahala na si Lord’) to make issues proper, shunning accountability. ‘Bahala na’ is just not resignation, moderately a remaining summoning of braveness earlier than a sure reckoning level, based on the Enriquez examine.”
Gretchen Largoza, president and CEO of AdSpark, mentioned these findings may assist employers “prepare and retrain value-driven workforce,” and information manufacturers to “craft campaigns grounded within the evolving Filipino worth system.”
“Discovering out how values have developed helps uncover impacts of expertise on similarly-changing areas of the Filipino’s life. Understanding this helps companies in several methods,” she mentioned in a press release.
“To stay related and aware of the wants of the occasions, manufacturers should clearly talk and act in alignment with these core Filipino values. We at the moment are on the planet of prediction and personalization. That is key for a model to be a part of their shoppers’ lives authentically,” she added.
ThoughtSparkers is a collection of data-driven stories generated by AdSpark’s intelligence platform.
AdSpark is an promoting expertise portfolio firm of 917Ventures, which is owned by Globe.