How brands can delight women in the Philippines | Marketing

How brands can delight women in the Philippines | Marketing

Makes aiming to style and design unforgettable shopper experiences really should search to easing each day lifetime problems of women, take benefit of technological know-how and improve functions and issues that tackle specific woman wants, although embracing women’s true opportunity and variety.

These are between the interesting learnings and unmined chances from a new gender examine by Wunderman Thompson, termed Filipina Ahead, an update of the agency’s to start with analyze, Filipina Upcoming, in 2017.

Each scientific studies sought to understand the country’s women of all ages as much more than just a market section defined by their roles and obligations, but as essential figures in Philippine culture, with their have achievements and aspirations.The 2021 study had two sections, a 500-respondent quantitative review adopted by qualitative emphasis teams, throughout ages, various profits teams, and various locations, such as the country’s Luzon, Visayas and Mindanao island groups.

For manufacturers looking to make strong and significant consumer encounters for women which include Filipina ladies, these are the best 3 learnings:

1. Help gals reach far more by fixing time-very poor problems

Filipinas right now are really appreciative of models that create goods in a way that consciously considers the details inherent to the woman knowledge. This includes resolving for or easing women’s problems and complications. These advancements and developments do not have to be innovative all the time They can merely be sensible, straightforward means to address any of the top day-to-day challenges confronted by women: managing people’s anticipations, taking care of worry, getting no way or concentration, acquiring possibilities and remaining time-bad.

Seeking into the quantitative part of the research, the Grab application was cited by 58% of respondents as a “brand that recognized with the requirements of women”. In my private life, the application was in a position to assist aid a superior birthday celebration for my father, even in the midst of quarantine limitations, by supplying a pre-buying attribute of my dad’s birthday lunch. In addition, with the “what’s new” characteristic, I was capable to zero in on his favorite food items, like Japanese treats, all when attending a assembly with my team, as a result addressing my time-very poor obstacle.

Talking of the day by day obstacle of currently being time-lousy, learnings from the focus group yielded the subsequent anecdote from a 37-yr-old Filipina millennial from Metro Manila: “For the fashionable Filipina who is effective all working day, then travels as a result of targeted visitors to get dwelling, not needing to prepare dinner hard foods or having aids to easily get ready meals for busy mothers are substantially appreciated.”

2. Use technological know-how expert services and characteristics to meet up with the requirements and problems of women—of all ages

Primarily based on the 2021 research, Filipinas have observed how technology is not just for youthful people—it has turn into an priceless device for connection, information and facts, and empowered participation in the environment. Brands—especially know-how brands—should look at how their on-line existence is being utilized even by older generations, and how products and services and capabilities can be improved to deal with their certain desires and concerns. 

Some essential quantitative data from the review on the job of technologies for females in the Philippines include things like:

  • 43% of Filipinas strongly believe that they they are empowered by technological innovation
  • 31% of Filipinas strongly consider that technologies has provided them an edge
  • 68% of Filipinas strongly believe that technological know-how has designed the globe a greater location (compared to 36% in the 2017 examine)
  • 43% strongly consider that technological innovation is as crucial as trend to them.

As a 23-12 months-previous Generation Z Filipina consumer from Luzon explained in a emphasis group: “Now with engineering, even girls young than us know how to use gadgets. It truly can make every day daily life easier”.

3. Generate purchaser ordeals that embrace women’s opportunity and range

The study also showed that Filipina girls glance for brand names that assistance them in their pursuit of residing a multifaceted daily life and you should not topic them to traditional stereotypes. One more manifestation of this is supporting brand names and nearby enterprises that understand the range of natural beauty between Filipinas. Fifty percent (51%) of Filipinas think that the Filipina’s elegance is a person of the quite a few features that make her unique. She is more than welcoming to messages that rejoice all the unique techniques that Filipinas can be wonderful.

“Inclusivity is significant as we really don’t just converse to 1 variety of man or woman,” explained a 21-12 months-old Era Z woman from Cebu. “We want to be empowered in a perception that we want them to make us sense fantastic about ourselves. We want them to demonstrate us how unique we can be. Distinction [can] also be beautiful.”

Modern day Filipinas appreciate the variety of Filipina natural beauty and are anticipating makes to do the same. Makes that advocate inclusivity and cater to all kinds of Filipina attractiveness are the ones that will drive choice and loyalty.

At the conclude of the day, beauty is a energy the fashionable Filipina desires to profit from. 35% of Filipinas experience that their “own insecurities” are obstacles to their entire potential. Brand names then have an crucial position to engage in when providing a lot more self confidence that ladies require.


Pamela Garcia is govt strategic scheduling director at Wunderman Thompson Philippines.

With contributions from Sam Zetha and Rachelle Valera.