Millennials in the Philippines: Who are they and what

do they do? by Jastine Valeriano

“Millennial.” You may have seen it in social media or heard it on TV. You’re puzzled, clueless as to
what this word means. In the Philippines, Filipino millennials or “Fillennials” is now a thing. Let us tell
you who “millennials” are, what do they do, and why they are called as such.

According to an article published by TIME Magazine, millennials are consisted of people born from
1980 to 2000. In America, they are the biggest age grouping in history. Made up of mostly teens and
20-somethings, these are the people who are already in college and part of the workforce. However,
every country has a different millennial grouping. Simply put, they’re the Generation Y. It was authors
William Strauss and Neil Howe who are credited for naming the “millennials.”

Millennials in the Philippines are described as those who are social media-dependent and also, the
“selfie” generation. Many things describe what a millennial is. According to The Week, millennials are
usually spendthrifts. Millennials in the Philippines are known to usually spend for luxury goods which
leave their bank accounts shaken—the reason why they are also described as “broke.” Millennials are
also described as narcissist, making them known as the “Me, Me, Me Generation.” However, there
are also good attitudes which millennials possess: being politically and socially-engaged. Compared
to other generations, millennials have their say about issues and are more involved with politics.

When it comes to entertainment, millennials in the Philippines are usually seen spending time online,
watching YouTube videos. Millennials usually have the latest apps, watch the latest TV series, and
are into the latest hits. According to a Philippine Star article, millennials in the Philippines do not
usually read newspapers. Instead, they have Google for information or Waze for road directions.

Another set of description that best fits millennials are: upbeat, lazy, narcissistic, materialistic, self-
expressive, fun-loving and liberal. They also have a short attention span. But if you talk to them about
the things that interest them (e.g. tattoos, trivia, gaming, movies and the likes), they’re really one to
talk.

Aside from the age difference, millennials have their own personalities. According to Time, millennials
have a mantra of “Challenge convention.” This means that millennials seek to find better ways of
doing things. When millennials were babies, technology was already available. According to
millennialmarketing.com, 56% of millennials are usually the ones to try new technology, making them
a target of many businesses for their products. A whopping 75% of them want to travel abroad yet
again making them a target for travel-related goods.

They’re also known to be career-shifters, jumping from one field to another, seeing making career as
“self-discovery.” According to Mr. Jos Ortega of Havas Media Ortega, millennials are characterized in
different identities. “Who they are on Facebook may not necessarily be who they are in real life, on
Instagram, or on Twitter,” said Ortega. Diversity is what makes a millennial and they have different
versions of themselves depending on what they want to show the world.
10 Signs That You Are A Typical Filipino Millennial
BY YZA TOLENTINO
Well, here are ten signs that will affirm the fact that YOU
really are a typical Filipino millennial.
10. You hate it when people bash
millennials.
You don’t understand why people of different
generations always pick something bad about
millennials. As in you have no clue why they always
have something to say about you and your age group.
On top of that, what bothers you most is the fact that
they can’t even spell it right at times.
9. Anything artisanal, organic or
handmade excites you.
You love things that take extra effort to make, especially
when they look so beautiful they’d pass as art. Double
points if the product is plant-based or made from organic
materials. And hey, it’s a sure buy if it’s handcrafted,
hand pressed or handstitched.
8. You love anything and everything
local.
Not just through hashtags like #chooselocal, you really
go the extra mile to support homegrown brands and
products. You believe that even just a small purchase is
a big help for start-up local brands.
7. Renting a place is better than
buying one, or so you think.
You’re basically not a fan of settling down in just one
place because you feel like the world is so big that it’s a
bad idea to stay in one city for too long. And you say
things like I want to keep my options open when
somebody asks about it.
6. You know how to #hustle.
Juggling two to three jobs at the same time? Yeah, that’s
you. Aside from your day job, you have part time and
semi-parttime side hustles. You know better than just
relying on your monthly salary. Not only that, your
ultimate career goal is to ditch the 9 to 6 schedule and
just work anywhere you want.
5. #LoveWins stories cheer your
heart.
It doesn’t necessarily mean that you’re gay, bi or
whatnot, but you sure are one dope ally who will defend
LGBTQ+ rights no matter what happens.
4. Romantic relationships are not
your priority.
You’re okay with having a partner, but you’re just as fine
without one. You don’t see being single as something to
be sad about because you believe that there are far
more important things in life than your relationship
status.
3. You genuinely care about the
environment.
You think twice about using plastics and say no to
straws for the turtles and other animals. You prefer using
eco bags and other organic materials to help preserve
nature. Your heart hurts knowing that pollution is
destroying natural attractions.
2. You’d rather travel than buy
material things.
Instead of shopping for luxury bags and expensive
perfumes, you go for adventures and explorations. You’d
rather spend your hard-earned money traveling and
immersing in different cultures, and you can’t wait to visit
the sights and destinations our country has to offer!
1. Genuine happiness is more
important for you than anything else.
For you, a good salary, a fancy car or an impressive job
title means nothing if you’re not genuinely happy with
what you do. You skip jobs, you start passion projects
and you face your fears as part of your constant pursuit
of happiness.
Rappler.com

Pinoy millennials
seek to change
the world, find
meaning in work
By RIE TAKUMI, GMA News
Millennials, or young adults aged 18 to 34,
compose more than half of the current Philippine
workforce, data from the Philippine Statistics
Authority as of January 2018 show.
According to a study by the Pew Research Center,
millennials in the US are on track to be the most
educated generation in the job market.
Yet they are still stereotyped as disloyal, entitled,
and attention-seeking.
In addition to this, 43.2 percent of youths aged 15
to 24 and 31.1 percent of those aged 25 to 34 are
unemployed as of January 2018, according to
the Philippine Statistics Authority.
Former University of the Philippines professor and
economist Winnie Monsod tackled this
contradiction, among others, with Gino Borromeo,
vice president and chief strategy officer of
advertising giant McCann, in the latest episode of
GMA News TV's Bawal ang Pasaway aired
Monday.
Borromeo's data were derived from McCann Truth
Central's Truth About Youth, the result of a yearly
global survey and focus group study that aims to
paint a clear picture of millennials.
Loyal (to certain ideals), expectant,
and valid
While some things never change — such as the
need for youths to find themselves, find their
people, and their place in the world — growing up
with near-unlimited access to everything under the
sun molded millennials to confront age-old
problems in new ways.
The philosophy of having so many options and
being attached to the hip to technology extends to
the working youth's attitudes towards company
loyalty, alleged entitlement, need for validation, and
making their labor mean more.
"Twenty-six percent of the Filipino youth want to be
remembered as a person who has changed the
world," Monsod said, citing the McCann study.
"This is greater than 16 percent in 2011."
Borromeo explained that millennials, who are
notorious for leaving the workplace often and early,
will remain with a company if they feel their work
helps them contribute to the world.
"The other thing is may hinahanap sila more than
money. Naghahanap sila ng meaning, ng purpose
sa trabaho nila," he said.
Borromeo continued, "That's why kung feeling nila
'yung kompanya nila, 'yung trabaho, does not align
with 'yung purpose nila sa buhay, they will not
hesitate to leave."
Though 69 percent of youths wish to focus on
themselves, focus groups discussions in the
Philippines revealed that Filipino youths include the
country in this "selfishness."
However, Class C, D, and E youths are more
conscientious about quitting their jobs, owing to
their greater obligation of working not only for
themselves, but for their families.
"Generally, 'pag mas low 'yung income, mas
pinanghahawakan nila 'yung trabaho nila kasi
kailangan nila 'yun. They have to survive. Literally,
'pag 'di sila nagtrabaho, wala silang iuuwi. Mas
conscientious sila," Borromeo said.
Growing up in a technological age that created new
jobs that could not exist even just 15 years ago —
Youtubers, anyone? — also made youths aware
that they can find new sources of income with a
swipe on their phones.
"Reflection 'yan ng bagong realidad. Sila 'yung
lumaki sa generation na mas maraming options
para kumita ng pera, magkaroon ng career," he
said.
Millennials are often overwhelmed by choices; so
much so that 80 percent of Filipino youths
compared to the 73 percent global average are
more likely to seek guidance from their parents.
Borromeo said companies that offer leadership
training, mentorship, and further education have
better retention of their youthful workers.
What youths do not seek, however, is coddling, nor
an automatic boot out the door if they stumble.
"You allow them to fail, because failure is a good
lesson," Monsod remarked.
Social media as an extension
Belying stereotypes, youths began abandoning
Facebook for social media platforms that allow for
direct interactions with friends such as Snapchat
and Instagram.
Interacting in these spaces, and other social media
sites, offer youths "a rehearsal space" and a way to
communicate with their peers while doing activities
normally accomplished in public spaces.
Eye-to-eye conversations with youths are the same
as with other age groups, but with a tendency to be
more emphatic and agreeable.
But as positive as that sounds, Filipinos have
rightfully earned the nickname "peenoise" for the
vitriol they spout online.
So much so that 22 percent of youths admitted to
leaving negative comments about somebody they
know online, higher than the 16 percent average for
the Asia Pacific region.
"'Yung ibang Asian countries, in real life, mas
matapang sila. Hindi sila nahihiyang sabihin 'yung
kanilang nararamdaman. Tayo baliktad. In real life,
medyo mabait, maamo. Kaya 'pag tinanggal 'yung
mukha, naging anonymous ka, lumalakas ang
loob," Borromeo concluded.
Truth About Youth derived its data from a global
research study with quantitative interviews of over
33,000 people (11,000 between the ages of 16 and
30) in 18 countries and focus groups with over 500
young people between the ages of 15 and 28 in 29
markets. —KG, GMA News
Cultural trends changing how
Filipinos behave
By: Chiqui Escareal-Go, Josiah Go -
@inquirerdotnet
It’s the season for planning in the marketing
industry once again and it is good to remind
stakeholders that contrary to popular belief, when
consumers make a choice, they do not decide
based on just the product, place, promo and price.
Below is a list of cultural, social, personal and
psychological factors observed in the Philippines
that may change the course of your marketing
plans in 2018. They are included in our forthcoming
book “Principles and Practices in Marketing,” which
is set for release before the end of 2017.
Home
 The absence of parents in a third of homes
and the increasing role of schools in
instilling values.
 The social disorders associated with the
increasing absence of parents in the lives of
their children (drugs, child sex abuse, teen
pregnancy, among others).
 The change in the boundaries and
sequence of love, marriage, sex and family.
 The rise in the number of single parents.
 The trend towards late marriages and
smaller families.
 The upgraded role of music as surrogate
companion.
 The rise of “adultescents” (a play of the
words adult and adolescent). They are also
called the Peter Pan generation, or the 30-
something adults who are still single and
without kids, mortgages and responsibilities.
 The rise of stay-at-home “housebands”
looking after children and house needs.
 More men becoming purchase decision-
makers of grocery products (the
mansumers).
 The increasing ratio of people 40 years old
and above wanting to take control of their
health.
Work
 The desire to migrate and the rise of middle
class among overseas Filipino workers
(OFW).
 The expanding number of call center
workers and their odd working hours to
conform to working time abroad.
 The vanishing breed known as househelps.
 The desire of senior citizens to have second
careers.
Women
 The increasing role of women in the
workforce due to better education and social
equality.
 The increasing number of millennial women
who do not know how to cook nor cook as
well as their moms.
 Women have become more liberal when it
comes to their sexual and relationship
behaviors (including promiscuity).
Communication
 The emergence of cheap smartphones.
 People relying more and more on free
texting via apps such as Line and
Messenger.
 The reemergence of voice calls, thanks to
features from apps like Whatsapp and
Viber.
 The continuing shift of advertising from
traditional to digital.
 Owning multiple mobile phones.
 We have become more accepting of foreign
cultures (American music, Korean pop and
television shows, Indian yoga, Chinese feng
shui, Japanese anime).
 The swelling number of netizens and their
reliance on online tools to keep in touch.
 Opinions are shaped not just by watchdogs,
but also by strangers in social media.
 The openness to talk to strangers and fellow
customers.
 The emerging consciousness of people to
self-organize and help others in times of
natural disasters.
Technology
 The increasing reliance on tech-based
solutions to manage personal life and work.
 The rise of omnichannel.
 More online activists are creating noise.
 The rise of virtual reality and augmented
reality.
Shopping
 The increasing influence of online
celebrities like bloggers.
 The middle and upper class condemning
non-environment friendly products and
practices.
 “Tingi” (small portions), sachets, “lista”
(credit) and “four-gives” installment style of
payment will always be popular.
 Value brands and private labels are
becoming patronized. These include SM
Bonus, National Book Store’s Best Buy,
HBC’s personal care products.
 The openness to try new brands, including
generic drugs or alternative health
remedies.
 The continued growth of microfinancing
options.
Channel
 Relying more on deliveries (for food,
medicine, car batteries, LPG, etc).
 The increasing preference for smaller store
formats.
 Convenience stores as go-to for fast food.
 The growing popularity of multilevel
marketing.
Lifestyle
 The demanding lifestyle of the working class
leading to stress and lack of sleep.
 The growing consciousness for planning
discretionary time.
 The desire to buy new gadgets and spend
on travel.
 The frequent visit to malls as instant
escape.
 The increasing dominance of point-of-
purchase activities (packaging, display,
sampling, etc).
 Expansive food knowledge, instead of
owning expensive cars, as a sign of
sophistication.
 The use of visual communication like emojis
and memes.
Buying preferences
 Shifting priorities—from ownership to
access (like car sharing).
 Knowing the importance of skin care, not
just owning good cosmetics.