The Woke Generation: Caring for One’s Self and Others

Communications solutions agency, HAVAS Ortega’s latest study dives deep into the preferences, values, and behaviors of Generation Z.

Effects of the pandemic, as well as the current state of the world have made Generation Z more concerned about mental health. Gone are the days of silently battling mental health struggles. Instead, this generation encourages open discussion and seeking help.  

The concern extends beyond one’s personal challenges. Thanks to the internet and social media, this tech-savvy generation is also very much involved and affected by the world around them, be it in terms of social causes or international affairs.

In part II of Havas Ortega’s three-part study, the agency looks at how these behaviors challenge brands to go beyond merely selling products, take a stand on issues, and find a higher purpose in what they do.

Below is a continuation of HAVAS Ortega’s study printed as-is:

Trend 2: Zen Z: To thrive or to survive?

In a world of constant crises, Filipino Gen Zs have positioned mental wellbeing a top priority in both personal and societal contexts. Our heightened awareness of mental health stems from the lasting effects of the pandemic and the pressures of navigating an increasingly complex world. Data from HAVAS Ortega shows that 71% of us have experienced mental health challenges — much higher than the national average of 49%. A huge 92% of us see mental health as one of the most pressing issues, recognizing its impact on individuals, society, and the economy. With 88% of us saying mental health is just as important as physical health, it is clear we are ready to address mental wellbeing in holistic, systemic, and personal ways.

As we transition from remote learning to in-person classes or our first jobs, many of us face added pressures in life — like rising inflation, increasing family responsibilities, global conflicts, and the general anxiety of an uncertain future. Instead of giving in to these stresses that make thriving difficult, though, we are taking charge of our mental health, starting with destigmatizing discussions. In fact, 76% of us believe it is important for society to openly discuss mental wellbeing during crises, breaking away from the more stoic attitudes of older generations. Seeking help, whether from professionals or friends, is slowly becoming the norm.

Technology is a powerful enabler in this mental health journey. From AI-powered chatbots to teleconsulting services that connect us with mental health professionals, we are using digital tools to create a more accessible, stigma-free support system. Social media platforms like TikTok, Instagram, and Reddit are also important, offering safe spaces to vent, share experiences, and get advice. What might have been seen as “oversharing” is now a form of community care — helping us find empathy, understanding, and practical tips for dealing with everyday stress.

This cultural shift is also clear in the growth of mental health apps and services that partner with workplaces to support those of us starting our careers. Whether it is Calm and Headspace teaching mindfulness or local services like Mind You and In Touch offering stress management programs, we expect our employers and schools to demonstrate genuine concern about our mental wellbeing as well. This expectation now often plays a big role in deciding where to work and study. By focusing on mental health resources, employers show a deeper commitment to their people — something that strongly resonates with our generation.

These trends highlight a new ethos among us — one marked by openness, resourcefulness, and a willingness to break free from traditional silences. We not only champion mental wellbeing for ourselves but also encourage everyone in our community and society to do the same. As the challenges of constant crises continue, our proactive, tech-savvy approach to mental health could be a model for others, showing the way to a more understanding and resilient society.

What this means for brands

With our increased awareness of mental health and our desire for healthier, more balanced lives, brands can redefine their relationships with us. In the past, brands might have focused on physical health — fitness campaigns, sports sponsorships, or products with health benefits. Now, it is clear that mental health deserves just as much attention. By aligning with this changing priority, brands can build stronger connections with us.

A good starting point is having open and compassionate conversations about mental health in brand messaging. Instead of ignoring anxieties and challenges, brands can use their platforms to normalize discussions about stress, anxiety, and emotional wellbeing. This could involve social media content with mental health experts, user-generated stories about self-care, or even workshops at events. By showing real empathy and providing resources, brands become more than just sellers — they become trusted allies in our pursuit of mental wellness.

Next, brands can work with mental health professionals, non-profit organizations, and tech companies that specialize in teleconsultation or self-help apps. Co-branded campaigns with established counseling services or wellness apps show a commitment to addressing real needs, rather than offering performative gestures. These initiatives might include subsidized counseling for students and young professionals, sponsorships of mindfulness workshops, or even adding mental health resources to loyalty programs. The goal is to offer real, sustainable solutions that we can easily access.

Creating online and offline spaces that promote positive mental health is also important. For example, a brand-sponsored pop-up lounge could offer guided meditation or talks by mental health advocates, while an online forum could be a place to share mental wellness tips and support each other. Using social media authentically — by creating safe spaces for conversations on TikTok, Instagram, or Reddit — ensures the brand stays relevant and respectful. These platforms can also be used for real-time Q&As, polls, and thoughtful content that encourages mindful living.

Finally, compassion, empathy, and authenticity must be at the core of any brand-led mental health initiative. This goes beyond single campaigns and includes the brand’s entire identity. Whether through product innovation, community events, or empathetic storytelling, brands that prioritize our emotional wellbeing will connect with us more deeply. In a time where “healthy living” includes mental wellbeing, brands that champion authenticity and empathy can build lasting loyalty and make a real difference to enable our generation — and everyone — to thrive in these times, rather than just mere surviving.

Trend 3: “Woke and winning”: Meet us on the front lines of social causes

Armed with digital connectivity and social media savviness, Gen Zs are the most globally informed generation yet. From international conflicts and political struggles to economic issues around the world, 44% of us believe the world is headed in the wrong direction — a sentiment heavily shaped by the decisions of powerful world leaders. Meanwhile, 65% of us say the world is in an environmental crisis, with no single country immune to the impacts of climate change and environmental degradation. These concerns influence our worldview, our personal values, and our expectations of society we live in.

But it is not all bad news. This hyper-awareness has also exposed us to global cultural trends — K-Pop music, Korean dramas, US fashion and music, and even micro-trends like Labubu collectibles. Through social media, we easily absorb these trends and make them part of our lives and behavior. TikTok and Instagram challenges quickly go viral, while Reddit and Facebook are places for lively discussions that are both playful, honest, and thought-provoking. In these digital spaces, we are not just passive observers; we are actively shaping what is relevant for ourselves and our peers.

Our expanding worldview is not just from screens; it is also from real-life experiences. Cheap flights and budget accommodations have made travel more accessible, letting us experience other cultures firsthand. Instead of sticking to tourist traps, 93% of us make it a point to learn about local customs, history, and daily life. For 81% of us, “living like a local” is not just a hashtag; it is a principle that fosters empathy, understanding, and a richer travel experience. By immersing ourselves in new environments, we become cultural bridges who bring fresh perspectives home that informs our beliefs and our day-to-day lives.

This constant global exposure also strengthens our sense of solidarity and inclusivity. About 65% of us believe it is important to coexist harmoniously with people who are different from us, seeing travel as a way to build deeper cultural, social, and interpersonal connections. However, our global focus does not lessen our love for the Philippines. Many of us remain passionate about local politics and social issues, including elections, budget discussions, and political alliances. Over half (54%) of us are willing to publicly take a stand on important issues, and 79% feel empowered by social media to advocate for causes we care about.

Naturally, this awareness and activism affect our relationships with brands. Sixty-six percent of us respect brands that take a stand on social or economic issues — even if we do not necessarily agree with their stances. Seventy-one percent believe brands have the power and responsibility to help solve global problems, while 83% say big companies should have diverse leadership. Another 83% insist that organizations hire a diversity, inclusion, and equity expert. In other words, we expect brands to actively champion social, environmental, and governance reforms — making us not just consumers, but catalysts for meaningful change.

Beyond these numbers, there is a deeper shift happening among our generation — a move toward “mindful consumption.” We are tired of empty slogans that fail to translate into real-world impact. We look for brands that are clear about their stance, transparent in their operations, and committed to making a difference. Whether it is supporting local farmers, using sustainable materials, or funding education, we want to see real, measurable efforts. This skepticism means that just claiming social responsibility is not enough — brands have to live up to it.

In this changing world, we also recognize our role as global citizens. We quickly start online petitions, raise money, and launch movements—amplifying local causes to a global audience. This interconnected activism pushes brands to take action. With our ability to influence consumer decisions through social media, we hold considerable sway in shaping a new marketplace — one where principles, social consciousness, and ethical leadership are key to a brand’s identity.

What this means for brands

As we move forward, we will increasingly use digital platforms to stay informed about local and global affairs. News and content travel fast, ensuring we are aware of political shifts, economic problems, and social injustices around the world. While 49% of us might say we are disengaged from politics, many of us remain vigilant observers — keeping a close eye on politicians, institutions, and brands. What makes us different is our willingness to voice our opinions online; calling out people, companies, or governments on platforms like TikTok, Facebook, Twitter, or Reddit is second nature to us as we thrive on digital activism.

This heightened awareness also means we have specific expectations about cultural sensitivity and inclusion. A huge 90% of us insist that brands should pay more attention to cultural differences, emphasizing our desire for communications that do not alienate or marginalize any group. A simple mistake — like insensitive imagery or tone-deafness — can quickly go viral for all the wrong reasons. To stay relevant, brands must understand cultural nuances and demonstrate genuine respect for the communities they serve.

At the core of this cultural awareness is social responsibility. We have grown up with issues like climate change, income inequality, and widespread injustice, fueling our belief that business as usual is not enough. Seventy percent of us are more likely to buy from companies with a purpose beyond profit. From rethinking supply chains to championing ethical labor, brands that commit to real solutions have an edge.

In many ways, our generation is leading by example, with 69% of us willing to make sacrifices to protect the planet, whether it is sustainable lifestyles, reducing plastic use, upcycling, or supporting renewable energy initiatives. We expect the same degree of commitment from brands we patronize. Companies cannot just talk about environmental causes; they need to embed sustainability in their operations, products, and corporate philosophies if they want to resonate with our pursuit of purpose.

This link between cultural sensitivity and social responsibility affects corporate reputations. We have little patience for “token gestures.” We scrutinize brand transparency, leadership diversity, and community engagement programs. Companies must cultivate an authentic narrative that aligns consistently with their actions, both online and offline. The more a brand can demonstrate that it actively invests in positive change — through measurable impact and concrete initiatives — the stronger our connection will be.

Finally, as digital tech evolves, social media’s role in shaping brand perception will only intensify. In a world of misinformation, brands that prioritize open communication, ethical storytelling, and culturally relevant messaging have the best chance of keeping our trust as consumers. By listening to us – and respecting our calls for inclusion, addressing urgent social and environmental crises, and providing meaningful connections — brands and companies can navigate future challenges with greater resilience.

In this era of heightened awareness and rapid change, the bottom line for brands is clear: Just offering products is not enough. We expect companies to be active participants in society, championing causes we believe in and fostering global and cultural connectedness. From diverse leadership to implementing authentic sustainability, brands that rise to these challenges will thrive in the minds of the next generation.

Continue to Part III