AIA Philippines, formerly Philam Life and the domestic arm of AIA, recently launched “Rethink Healthy,” a health and wellness campaign that aims to change the way people view and approach health. It champions a holistic and sustainable approach to well-being, making healthy living among Filipinos more inclusive and accessible.
A key element of “Rethink Healthy” launch in the Philippines is the unveiling of the results of AIA Philippines’ research report, “Rethinking Healthy: What Overall Well-Being Means to Filipinos.”
AIA Philippines leaders discussed the findings of the study during the launch event hosted by television personality Bianca Gonzalez-Intal. The research surveyed 1,000 Filipino respondents nationwide across Generations1 X, Y (millennials) and Z. Results show that Filipinos generally define “being healthy” as having a healthy body (52 percent of respondents), healthy mind (30 percent), healthy finances (12 percent) and a healthy environment (seven percent).
“Through these findings, we are now better informed on how we can help Filipinos build habits that foster healthier minds and bodies, build financial resilience and promote sustainable practices — in ways that resonate with them so they will also feel seen, understood and supported in their unique wellness journeys,” shared Melissa Henson, chief marketing officer of AIA Philippines.
AIA Group chief marketing officer Stuart Spencer said that “Asia is getting wealthier but not healthier, and the rate of lifestyle diseases is rapidly accelerating. Consumers in Asia believe that being healthy is too hard, too expensive and out of reach. Rethink Healthy is about changing attitudes, mindsets and behaviors, and debunking preconceived notions of what healthy means for everyone. Our goal is to make well-being more attainable and encourage more people to live healthier, longer, better lives.”
Attaining sustainable wellness
The good news is that Filipinos are increasingly prioritizing their health and embracing a healthy lifestyle. This shift is evident as AIA’s study revealed that Filipinos engage in daily physical activities two to three times a week. These include light workouts — walking (71 percent), doing household chores (48 percent), running or jogging (44 percent) or doing gardening or yard work (20 percent) — that are easy to integrate into their daily schedule. Fifteen percent of the respondents also enjoy dancing, team sports and strength training.
Aside from prioritizing daily movement, 45 percent of survey respondents also cited the importance of adequate rest, sleep and work-life balance, while 41 percent mentioned the need for regular stress management. About 16 percent reported that they are suffering from sleep disorders including insomnia.
Among the Filipino survey respondents, 47 percent pointed out that their environment has an impact on how they feel and live each day. Thirty-eight percent cited the intense heat, and safety issues such as crimes and accidents as top concerns about their environment, while 37 percent said the unpredictable weather influences their well-being.
Breaking the cycle
The study also explored how family history plays a significant role in Filipino health concerns. According to the report, 80 percent of respondents have a family history of illnesses, the most common of which are diabetes (32 percent), heart disease (30 percent), and weight-related concerns like obesity (21 percent). Other respondents included severe allergies (18 percent) and mental health issues such as depression and anxiety (16 percent) in their medical history.
It was also found that Filipinos have an average of 2.3 illnesses that are passed down from one generation to another. The AIA Philippines study also observed that the number of family illnesses from older generations is increasing. Currently, members of Gen Z have an average of 2.5 inherited illnesses, while Gen Y and Gen X have 2.3 and 2, respectively.
Taking a more proactive approach to health management can help mitigate risks and promote overall well-being. This may include regular checkups, early detection and intervention, and adopting healthier lifestyle habits.
Filipinos actively manage stress, but sometimes in unhealthy ways
Mental health is a major concern for Filipinos, with 41 percent reporting that they manage stress regularly because of the awareness that chronic stress takes a toll on their well-being. However, many do this by indulging in comfort food (52 percent) and binge-watching TV shows (50 percent). These findings highlight stress-eating and sedentary lifestyles as prevalent coping mechanisms, which can lead to long-term health problems. The study suggests healthy ways to manage stress, such as opting for nutritious snacks and engaging in outdoor activities.
Spending time with family and friends is another form of stress reduction that 61 percent of survey respondents mentioned in the study. Many eat meals together at home (71 percent), watch movies or TV (49 percent), or go out to eat at restaurants or cafés (41 percent). The power of connection and nurturing relationships can help cultivate emotional intelligence and resilience, contribute to an individual’s sense of purpose, and pave the way for a more balanced and fulfilling life.
Financial stress is a significant barrier in Filipinos’ overall health, with 59 percent reporting stress related to finances and 47 percent citing financial challenges as a barrier to seeking quality healthcare.
To prepare for health emergencies, many Filipinos (65 percent) rely heavily on their personal savings, 46 percent on government assistance, and 43 percent on insurance including health maintenance organizations (HMOs). However, two in five (42 percent) respondents shared that these fund sources may not be enough. In fact, 66 percent of those who already own an insurance intends to buy another policy.
AIA’s “Rethink Healthy”
The “Rethink Healthy” launch featured interactive zones representing the four pillars of health — physical, mental, financial and environmental — offering a hands-on experience of AIA’s holistic approach. Additionally, AIA Philippines launched the AIA 100 Voices initiative that shared inspiring and real stories of Filipinos embracing a redefined approach to health in their day-to-day lives.
As AIA Philippines encourages Filipinos to shift their perspectives on well-being, it also continues to strengthen its programs, initiatives and online presence to promote a more integrated approach to healthy living. Authentic storytelling and immersive experiences will bring about broader conversations on holistic wellness, unlock the benefits of better health and empower more Filipinos to live healthier, longer and better lives.
Rethinking Healthy, conducted in partnership with research firm Human8, surveyed more than 1,000 Filipinos, aged 18-59, in Luzon, Visayas and Mindanao. To download the study, visit https://www.aia.com.ph/en/health-and-wellness/rethink-healthy
