Pandemic drew everyone to stay at home, work and study remotely, and mass unemployment.
Following the rise of the COVID-19 pandemic, being financially independent and health are the main priorities of Filipina today, as determined by this year’s results of Filipina Forward, a study by marketing communications agency Wunderman Thompson Philippines.
Capturing the state, outlook, and goals of the modern Filipina, the study came a month after the global celebration of International Women’s Day (IWD), also to show how Filipinas have coped and remained a critical force of society and the economy amid pandemic.
“This study is an intimate look at how Filipinas are faring in their personal and professional lives and their changing priorities in an evolving world. The pandemic weighs heavily on their feedback this year, but we are proud to see the strides that Filipino women are making based on the roles they play at home and at work, and how they see their personal self,” shares Wunderman Thompson Philippines CEO, Golda Roldan.
Based on combined quantitative and qualitative methods of research, the impact of the pandemic on Filipinas’ priorities shows that 42% aim to be financially independent, followed by physical health and fitness at 37%.
Compared to the 2017 result, reaching a higher level of spiritual awareness was women’s top priority.
Other highlights of the Filipinas Forward study include:
- 27% of respondents are willing to delay marriage or having kids if their career requires it
- 32% define success based on whether their job or career is aligned with their passion
- 78% say that they rely on themselves for motivation
- 86% identify as modern Filipinas who defy tradition
- 60% feel empowered to change the norm
- 59% of survey participants want to see more films with strong female leads
Wunderman Thompson Philippines noted that the trend is consistent with Frost & Sullivan’s recent study, which showed that the Asia Pacific region will have the biggest female workforce by 2030.
