Brands striving to remain relevant amid global economic shifts and inflation will navigate a complex “split-wallet” reality. New data from Synergy Market Research + Strategic Consultancy reveals that while 9 in 10 Filipinos are aggressively practicing cutbacks, they are simultaneously “overconsuming” on brands that offer a high emotional return on investment (eROI).
At the recently concluded 2026 Market(In)Sights conference at the Marquis Events Place, BGC, industry leaders discussed how brands can stay relevant in a changing Filipino market. The consensus: market relevance is no longer dictated by the lowest price, but by a brand’s ability to provide “feel-good” experiences.
Filipinos are consuming from status-seeking to self-soothing
Synergy’s research paints a sobering picture of the current Filipino consumer, revealing that over 4 in 10 Filipinos struggle to live on their monthly income alone. They are now making cutbacks in nonessential categories. This underconsumption has led to selective overconsumption in categories that offer a high eROI, as consumers look for brands that provide a sense of relief amid economic exhaustion.
“We discovered this split-wallet reality,” explained Germaine Reyes, President and CEO of Synergy. “Wallets are shrinking, but people will still buy something meaningful. It’s not paradoxical; it’s a survival mechanism.”
Ana Pista, President of the Public Relations Society of the Philippines and CEO of Ardent Communications, echoed this sentiment, noting a transition from status-seeking to self-soothing.
“The way we under- and over-consume is very Filipino,” Pista remarked, “We want to reward ourselves, especially after the restrictions of COVID-19.”
However, this selective overconsumption only happens when a consumer feels a deep sense of trust in a brand. Miko David, President of the Digital Marketing Association of the Philippines (DMAP), emphasized that brands must anchor in highly credible sources, such as print media, to build trust.
Showing emotional connection through representation
To demonstrate the eROI potential of their products and services, brands must look at the authentic representation of their consumers in advertising. Synergy’s research identifies two specific generations currently in most need of representation to unlock this emotional connection:
- Gen Z Representation Gap: 43% of Filipino Gen Zs feel unrepresented in advertising. Jennifer Garcia, Head of Strategy at Publicis Media, noted that to bridge this gap and deliver eROI, brands must stop “looking like an ad” and instead embed themselves authentically into the Gen Z lifestyle.
- Looming Silver Economy: As the Philippines’ fertility rate tumbles to 1.7, the nation is rapidly transitioning toward an aging population. Germaine Reyes urged brands to stop ignoring consumers over 55. As life expectancy rises, marketers must rethink how they target the “Silver Gen,” especially for sectors like insurance, healthcare, and luxury.
To reach both the frustrated Gen Z and the overlooked silver generation, brands must target “communities” rather than generations.
Garcia suggested that by targeting the common interests that build a specific community, which often span across different ages, brands can more easily connect with highly engaged groups that form around shared values.
With brands competing with day-to-day anxieties of both generations, Malyn Molina, the President and COO of EON Group, proposed brands to produce ads that find a balance between aspiration and reality.
“Reality is that, yes, things are hard. Yet they wanted to be inspired since they see 24/7 negative news,” Molina said.
