Study shows that Filipino Prosumers use purchasing power for activism

81% of Filipinos believe they have more influence on the society as a consumer than as a voter. This is according to “REACT,” a Prosumer report presented by Red Havas, the PR arm of leading communications agency Havas Ortega.

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“The immediacy of that influence is just faster as a consumer. In two seconds, you can influence a friend not to get a plastic straw for her drink, unlike with elections where you have to wait for months and years to see results,” said Havas Ortega Group’s communications strategist Gian dela Cruz as he presented the agency’s findings.

Prosumers are those the agency considers as trendsetters. They are the first to try out new things and as such are the ones who are consulted by their peers for counsel and recommendations when it comes to brands, ideas, philosophies, and beliefs. The study, which was conducted in 2020, showed that 93% of these Filipino Prosumers think that it is their responsibility to make a difference in the world.

This has led to consumer activism, a reflection of strong social movements that have been ignited in the past five years. “This is very evident in the digital space where calls for sustainable business and development through hashtags and young activists such as Greta Thunberg and Emma Watson are trending topics,” said Charisse Vilchez, Red Havas Business Director.

“To help save the environment, 94% of Prosumers say that they are willing to consume less. It goes the same way for other issues this new generation cares about, like gender equality and mental health. That should serve as an impetus for fairer business practices and more advocacy-driven campaigns among brands,” she added.

Another salient point in the study is that the Prosumers also feel that the government should step in with measures to curb pollution and waste. Important issues include finding an alternative to sending trash directly to landfills, banning single-use plastic and unnecessary packaging, banning the use of pesticides and fossil fuels, limiting air transport and cruises, and even banning cars from cities. 

“We are proud to present this study because it gives hope for both brands and their consumers,” said Jos Ortega, CEO of Havas Ortega Group. “With the REACT report, brands and even the government can take notice of what issues matter most to Filipinos. The products and services that come out of this will make it easier for Filipinos to make responsible and ethical decisions, leading to a more meaningful connection between brands their consumers.”