MORE Filipinos prefer a preventive approach to health and adopt long-term financial planning, according to a new study by insurance firm AIA Philippines.
In its survey titled, “Rethink Healthy: Shaping Filipinos’ Health-Seeking Choices from Thinking to Doing,” AIA (formerly Philam Life) found that a majority of Filipinos are shunning reactive decision-making and favoring a proactive response to manage their health and finances.
This shift in consumer behavior could support demand for insurance and wellness products, AIA said.
Of 800 Filipinos across generations nationwide responding to in-depth interviews and expert insights, 70 percent rejected a “bahala na” or fatalistic attitude to physical health, while 60 percent said they no longer want to “wing it” when it comes to their mental well-being.
Instead, they prioritize planning, preparation and prevention, reflecting long-term thinking.
“Last year, we learned that Filipinos see health as holistic. This year, we wanted to dig deeper to learn what actually drives them to act on that understanding,” AIA Philippines Chief Marketing Officer Melissa Henson said. “By diving into real consumer motivations, we hope to be able to better support Filipinos, as they turn intention into action, to live healthier, longer, better lives.”
While 59 percent of respondents said they still reward themselves through short-term spending, and 57 percent prioritize mental well-being in the present, more than half are making forward-looking decisions.
Some 56 percent said they are willing to curb short-term expenses to save for the future.
Financial protection
This shift toward planning is also evident in attitudes on financial protection.
The study said 42 percent of Filipinos are likely to purchase life insurance within the next 12 months, while 47 percent said they remain proactive about their health and finances, even if they already have health maintenance organization (HMO) coverage.
At the same time, 55 percent of respondents said the future is something that must be actively prepared for, reinforcing a growing awareness of long-term risks.
The study also found that 62 percent of respondents said their health attitudes and choices are shaped by their families, while 59 percent said their spending habits reflect those of their households.
Family responsibilities are likewise a powerful motivator for maintaining good health, since about 63 percent said they take care of their health primarily for their loved ones.
However, this dynamic comes with trade-offs. Around 71 percent said family relationships affect their mental well-being, while 43 percent admitted they sometimes sacrifice personal financial goals to support relatives.
AIA said this is a “uniquely Filipino paradox,” where family can serve as both a source of pressure and a driving force for better health and financial behavior.
“When caring for their health becomes a way to protect their loved ones, it becomes a powerful driver for change,” Henson said. “The weight of their responsibility for their families becomes the very force that moves Filipinos toward better health choices.”
However, despite the shift toward preventive thinking, the study noted that many Filipinos still tend to act only after experiencing major life events.
Around 83 percent of respondents said they became more proactive about their health following significant incidents such as illness, hospitalization, or job loss, suggesting that reactive behavior remains prevalent.
“As we progress our Rethink Healthy movement, our goal is to encourage Filipinos to make brave choices toward holistic health,” Henson said. “This means actively shifting everyday behaviors, because lifestyle diseases remain the leading causes of illness and death in the Philippines.”
