IS THE PARTY OVER? The Evolution of the Filipino Social Butterfly

December 20, 2024 | BY HAVAS MEDIA ORTEGA

While Filipinos love to celebrate, they now expect more than just a fun party, and want it to be more meaningful, inclusive, and eco-friendly.

Although generally reserved and shy, Filipinos’ friendliness and hospitality always win out over their inhibitions. We just love to socialize and connect, and do so in the most fun way as possible. Through fiestas, karaoke sessions, and other forms of revelry, pinoys will always find an excuse to bond and celebrate.

But the latest study by communications solutions company HAVAS Ortega shows, that the Filipino partyphile is evolving— maturing into one who seeks gatherings that are not only fun, but also mindful, inclusive, and meaningful.  “The once-ubiquitous image of parties dominated by excessive drinking is being replaced by a focus on the quality of our interactions. Today’s gatherings are more about meaningful connections, shared experiences, and the joy of being in the moment with the people who matter most to us,” shares HAVAS Ortega’s Chairman and CEO, Jos Ortega.

HAVAS adds, that one of the most profound changes they have observed, is the desire to make celebrations and events more welcoming to the LGBTQIA+ and PWD communities, and do so in a more sustainable and environment-friendly way. “There is a newfound understanding that our celebrations should reflect the diversity of our society, and this inclusiveness is becoming a hallmark of modern Filipino parties,” observes Ortega.

This four-part series presents Havas Ortega’s study, unedited. It discusses the shift in Filipinos’ behavior towards celebrations post-pandemic, the reasons behind them, and how they reflect the people’s changing values.

PART I

WHO THE FILIPINO PROSUMERS ARE

The Filipino Prosumers are the 15-20% of the population who are at the leading edge of new beliefs and attitudes, new behaviors, new trends, new brands, and new technologies. Studying them is akin to studying the future because what the Filipino Prosumers believe, feel, and do now, the rest of the mainstream population will adopt 18-24 months down the road.

Identified through a proprietary algorithm developed by HAVAS, they have been the subject of HAVAS’ global studies for more than a decade. In the Philippines, HAVAS Ortega has been studying them since 2015 in the hopes of identifying cultural shifts and trends before they become mainstream.

The Prosumer Reports have been invaluable in the development of strategic directions and creative executions for brands in HAVAS Ortega’s portfolio.

FILIPINO PROSUMERS ARE BORN TO PARTY

In the heart of every Filipino beats a rhythm of celebration. From grand family reunions and weddings to impromptu celebrations of small victories, Filipinos know how to tune up every occasion.

As the Christmas season approaches, this beat of revelry only intensifies. Christmas in the Philippines is a unique and grand affair, with the festive spirit starting as early as September. Parties, reunions, and gatherings become even more frequent, serving as a reminder of the deep cultural significance of coming together and celebrating with loved ones. The season amplifies the innate Filipino love for festivity, making it a time when the whole country truly comes alive in celebration.

So, what is the driving force behind their love for parties? It is simple — parties are not just mere gatherings. They are vibrant expressions of life itself. It is the Filipinos’ way of embracing life’s milestones and cultivating the connections they hold dear.

And boy, do they know how to party!

In an age where screens often replace face-to-face interactions, parties serve as a single thread joining people together in joyous shared experiences. For 67% of Filipino Prosumers, partying is deemed an essential part of their lives. Music and dancing become a magnetic force for 89% of them, who agree that they are effective instruments in lifting and improving moods. This enthusiasm outshines the figures in the party capitals of France (81%) and Great Britain (83%).

It is also at parties that 54% of Filipino Prosumers find themselves a sanctuary. Their time to dance the night away and forge deeper connections with friends old and new gives them a brief escape from the worries of daily life. A staggering 91% of Filipino Prosumers go to parties to revel in the company of old friends, while 89% eagerly embrace the opportunity to make new ones.

Parties also offer Filipino Prosumers a chance to momentarily escape from the problems they may be dealing with. For 79% of Filipino Prosumers, they find escape in gatherings, saying that it is one of their ways to escape the sadness of the world. This escape that parties offer solidifies the role that celebrations have in the lives of Filipinos, bringing them a chance to live in the present rather than worry about the past or the future.

BUT IF PARTYING IS SO VITAL TO OUR LIVES, WHY ARE WE PARTYING LESS?

While partying and celebrating are ingrained in our culture as Filipinos, post-pandemic times have seen Filipinos partying less. In fact, 62% of Filipino Prosumers admit they do not party as much as they used to, even during Christmas. Recent surveys show that 58% of Filipino Prosumers reported attending fewer Christmas parties post-pandemic compared to previous years.

Why so? The first reason can be traced back to the COVID-19 pandemic. While the pandemic has ended, its impact on behaviors and social movements still lingers in the lives of many. Our learnings about the importance of our health, our relationships, and our stability have been guiding us as we carry on in this post-pandemic phase of our lives. Consequently, this also drove the party scene to undergo an interesting transformation.

For 46% of Filipino Prosumers and 52% of Filipino Gen Zs, the COVID-related curfews, lockdowns, and social isolation changed their desire to party. Even when the virus has died down, the risk of catching a disease still remains to be in the back of the minds of Filipino Prosumers and continues to be a worry. In fact, 72% of Filipino Prosumers – significantly higher than the global average of 37% – say that they are still scared of catching COVID19 and other diseases while partying.

Another safety concern is the potential abuse and violence that may occur in venues where large crowds are present. Fifty-eight percent of Filipino Prosumers are fearful of potential abuses and violence that they may encounter while partying, significantly higher than the 37% global average.

Fifty-nine percent of Filipino Prosumers, and about 60% of Millennials and Gen Zs, also think that there are more drugs circulating at parties these days. Surprisingly, the global numbers among Prosumers are only at 37%, indicating that this sentiment is shared mostly by Filipinos alone.

Practical considerations play a role, too. Around 37% are hesitant to let loose because they do not like the feeling of being tired and worn out the day after the partying; they would rather channel their energies into more important matters than recuperating post-partying.

It is also not surprising that financial considerations come into the picture due to the high-inflation environment Filipinos are living in. For almost one-third (31%) of the Filipino Prosumers, financial considerations are dampening the desire to party simply because it is too expensive. This belief is shared across generations of Filipinos, significantly higher than the global average of 23%.

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 II.