Havas Ortega report finds Filipino prosumers redefining health in age of uncertainty
For many Filipino Prosumers today, taking care of one’s health is no longer just about living longer or looking better. It is about getting through each day – with enough strength, clarity, and stability to keep showing up for work, for family, and for life.
This is the reality captured in the latest Havas Ortega Prosumer Report, “Health is Wealth: In an Age of Permacrisis.”
The report paints a picture that feels deeply familiar: long days, rising costs, constant uncertainty—and the quiet pressure to keep going. In this kind of environment, health has taken on a more urgent meaning. It is no longer optional. It is what allows people to cope, adapt, survive, and move forward.
“Health today is no longer just about being well—it’s about being able to keep going,” said Jos Ortega, Chairman and CEO of Havas Ortega. “For many Filipinos, taking care of themselves is their way of creating some sense of control in a world that often feels unpredictable. It’s deeply human—and it’s something brands, institutions, and communities need to understand more meaningfully.”
Trying to Stay Healthy—Even When Life Makes It Difficult
Filipinos are trying. In fact, the report shows a strong desire to stay active and take care of oneself:
• 91% say working out to stay fit is important
• 86% say fitness is part of their daily life
• 85% exercise at least once a week
But behind these numbers is a quieter truth—many feel they are falling short.
• 67% say they simply do not have the time
• 84% wish they could exercise more
• 55% admit they are not taking care of their health as much as they should
It is not because of a lack of effort though. It is the reality of modern Filipino life. And for many, this gap creates a lingering sense of guilt—of wanting to do better, but struggling to keep up.
Filipinos Are Finding Their Own Way to Stay Healthy
Rather than choosing one path, Filipinos are blending different ways of caring for their health.
• 81% make sure their families are vaccinated
• 80% trust vaccines
• Yet 71% also believe in building natural immunity
This reflects something deeply engrained in Filipinos—the instinct to adapt, to find what works, and to combine knowledge from different sources. It is not confusion. It is practicality. It is “diskarte” applied to their health.
Small Acts of Control in a Stressful World
In a life where many things feel beyond their control, even small health actions matter. This is why supplements have become part of everyday routines:
• 86% believe probiotics help build immunity
• 66% believe supplements can make up for an unhealthy diet
• 57% believe they can take as many supplements as they want
Taking a capsule, choosing a healthier option, or sticking to a health regimen—these are not just habits. They are small ways people reassure themselves: “I’m doing something for my health.”
Talking About Mental Health—But Still Pushing Through
There is progress. More Filipinos are now open to talking about mental health:
• 89% say it is important to talk about it
• 86% say they try to care for themselves emotionally
• 81% say stress already affects them physically
And yet, many continue to push through exhaustion, long days, and lack of rest—because life demands it. Care is present, but so is the need to endure.
When Looking Healthy Feels Like Proof That One is Okay
For many Filipinos, health is not just something they feel—it is something they see.
• 89% say it is important to look young
• 80% use beauty products to feel better
• 79% say they are usually trying to lose weight
Looking “healthy” has become a kind of reassurance—not just to others, but to oneself. It signals that despite everything, they are still managing, still coping, still okay.
A Shared Responsibility
The report ultimately reminds us that health is not just an individual burden to carry. It affects families, workplaces, and the nation as a whole.
Creating a healthier Philippines will require collective effort—from institutions that support better systems, to workplaces that respect wellbeing, to brands that communicate responsibly and with empathy.
A Look Ahead
As Filipino Prosumers continue to shape behaviors that the wider population will adopt in the next 18 to 24 months, the message is clear:
Health is no longer just about living better. It is about living through. And in today’s world, that makes all the difference.