A Reason to Celebrate

Pinoys need more compelling reasons to party, and finds vegging out and indulging in social media and various entertainment platforms, as more enjoyable alternatives.  

BY HAVAS MEDIA ORTEGA  

PART II

In the second of a four-part series, HAVAS Ortega explores more reasons why Filipinos are losing their enthusiasm for celebrations. They believe part of the reason is because parties and events have become more common and ordinary. Another significant factor involves two emerging phenomena: JOMO, or the ‘joy of missing out,’ and the bedrotting trend, or the act of choosing to get cozy in bed instead of going out and socializing.               

PARTIES ANYTIME, ANYWHERE HAS COMMODITIZED PARTIES

Before the pandemic, parties were considered extraordinary events with details planned down to the smallest aspect. Christmas parties, in particular, embodied this meticulous planning. From choosing festive decorations and coordinating holiday-themed activities to curating special menus and arranging secret Santa gift exchanges, every element was thoughtfully crafted to create a memorable celebration.

However, a new belief is emerging amongst Filipino Prosumers: 87% of them now believe that parties can happen without much effort, as they can be held whenever and wherever. This sentiment– shared by 88% of Baby Boomers, 82% of Gen Xers, 90% of Millennials, and 73% of Gen Zs – is pointing to the emerging viewpoint that parties have become more commoditized.

Essentially, partying is no longer as special as what it used to be – and the excitement that comes with the anticipation of a party no longer holds the same attraction and appeal to consumers. The specialness and uniqueness of partying have become lessened, and the anticipation for it has become less pronounced since parties can happen without any formal plan.

THE BARRIERS TO PARTYING ARE PERSONAL

As parties become less appealing in themselves because of commoditization and the perceived lack of specialness and distinctiveness, other reasons not to party are becoming more compelling and convincing. About 42% of Filipino Prosumers say that they often find excuses not to go out because they feel lazy. This number shoots up to 49% for Millennials and 59% for Gen Zs, who are at the prime of their youth and the core target audiences of party and event planners.This number among Filipino Prosumers is also higher than the global average of 30%, indicating that this “too-lazy-to-party” phenomenon is more pronounced among Pinoys.

Additionally, 53% of Filipino Prosumers say that they would prefer staying at home and streaming content than going out with friends for a night painting the town red. Netflix, Viu, Prime, and HBO Go are beginning to be direct competitors to a night out.

These point to two key emerging phenomena. First, it depicts the emergence of “JOMO” –the joy of missing out. If before, the world was defined by FOMO – fear of missing out – because of social media and messaging platforms, people these days are now more comfortable with the fact that it is okay not to be constantly updated and abreast of the social scene at all times.

For Filipino Prosumers, one can get a sense of joy from simply tuning out and not being in the thick of the partying scene. Second, the emergence of the #Bedrotting trend that dominates some social media platforms is providing fuel and fodder to the stay-at-home-party-less crowd. #Bedrotting is the “fun” activity that consists of simply being in bed rather than actively engaging in something that requires one to get out of the house, mingle socially, and have fun with others. For many, #bedrotting is seen as the best way to spend the holiday season. It oers a comforting escape from the demands of holiday preparations and social obligations, allowing individuals to reflect in a peaceful and stress-free environment.

These two phenomena are symptoms of the barriers that will have to be navigated and circumvented by party and event planners. They challenge hosts to provide not just excitement but also a compelling and exciting reason to pull people o their beds and screens and enjoy the night away socializing instead.

Havas Ortega is part of the Havas global communications group that provides advertising, media and healthcare and wellness communication solutions. Its mission is to create a meaningful difference to brands, businesses and people. In the Philippines, Havas Ortega is at the forefront of understanding the Filipino Prosumers, the leading-edge 20% of consumers, who are forward thinking, influential, proactive and socially and/or environmentally conscious. They are first to market. What they currently think, feel and do are usually 18-24 months ahead of the mainstream.

Click the link for Part 3