AIA Philippines, formerly Philam Life and the domestic arm of AIA—the largest pan-Asian life insurer—has launched "Rethink Healthy," an innovative health and wellness campaign aimed at reshaping the way Filipinos perceive and pursue well-being. This initiative champions a holistic and sustainable approach to health, making wellness more inclusive, accessible, and achievable for everyone.
Understanding What "Healthy" Means to Filipinos
A key highlight of the campaign was the unveiling of AIA Philippines’ latest research report, "Rethinking Healthy: What Overall Well-Being Means to Filipinos." The findings, presented at a launch event hosted by television personality Bianca Gonzalez-Intal, offer deep insights into how Filipinos define health and wellness today.
The study, which surveyed over 1,000 Filipinos nationwide from Generations X, Y (millennials), and Z, revealed that Filipinos associate being "healthy" with:
- A healthy body (52%)
- A healthy mind (30%)
- Financial health (12%)
- A healthy environment (7%)
Championing a Healthier, Longer, Better Life
“Through these insights, we can better support Filipinos in cultivating habits that promote physical and mental wellness, financial resilience, and sustainable living,” said Melissa Henson, Chief Marketing Officer of AIA Philippines. “We aim to resonate with their unique wellness journeys so they feel seen, understood, and empowered.”
Stuart A. Spencer, AIA Group Chief Marketing Officer, echoed this sentiment, emphasizing the growing health crisis across Asia. “Asia is getting wealthier but not necessarily healthier. Many still believe that wellness is difficult, expensive, and out of reach. Rethink Healthy is about changing mindsets and breaking myths around health, making well-being more accessible for everyone.”
How Filipinos Are Prioritizing Sustainable Wellness
1. Daily Movements for a Healthier Life
The study found that Filipinos are embracing active lifestyles, incorporating movement into their daily routines:
- Walking (71%)
- Household chores (48%)
- Running or jogging (44%)
- Gardening or yard work (20%)
- Dancing, team sports, and strength training (15%)
2. The Importance of Rest and Stress Management
While staying active is essential, so is getting adequate rest and sleep:
- 45% of Filipinos prioritize quality sleep and work-life balance
- 41% manage stress through relaxation techniques
- 16% struggle with sleep disorders, including insomnia
3. Environmental Impact on Health
The study also revealed that environmental factors influence well-being:
- 47% believe their surroundings impact their health
- 38% cite extreme heat and safety concerns as major issues
- 37% say unpredictable weather affects their daily lives
Breaking Generational Health Cycles
Health risks passed down through families remain a significant concern. According to the study:
- 80% of Filipinos have a family history of illnesses
- Most common hereditary conditions include diabetes (32%), heart disease (30%), and obesity (21%)
- Gen Z respondents reported having an average of 2.5 inherited illnesses, a higher rate than older generations
Taking proactive health measures, such as regular checkups, early detection, and lifestyle improvements, can help mitigate these risks.
How Filipinos Manage Stress – The Good and The Bad
Stress is a major concern, and while 41% actively manage stress, some turn to unhealthy coping mechanisms:
- 52% resort to stress-eating
- 50% binge-watch TV as an escape
On the other hand, spending time with loved ones is a preferred method of stress relief:
- 71% eat meals with family at home
- 61% prioritize bonding with friends and family
- 49% watch movies together
Building strong relationships contributes to emotional resilience and overall well-being.
Financial Health: A Key Component of Wellness
Financial stress is a major barrier to health for Filipinos:
- 59% feel burdened by financial struggles
- 47% cite financial constraints as a barrier to healthcare
- 65% rely on personal savings for medical emergencies
- 66% of those with insurance plan to buy additional coverage
AIA Philippines Leads the Way in Redefining Health
To reinforce its commitment to holistic wellness, AIA Philippines introduced immersive wellness zones at the launch event, representing the four key pillars of health—physical, mental, financial, and environmental.
The company also unveiled the AIA 100 Voices initiative, sharing real-life stories of Filipinos embracing a redefined, holistic approach to health.
Through educational programs, digital content, and engagement initiatives, AIA Philippines continues to inspire Filipinos to rethink their approach to health and wellness. By making well-being more attainable, sustainable, and inclusive, AIA empowers Filipinos to live Healthier, Longer, Better Lives.
Download the "Rethinking Healthy" Study
Conducted in partnership with research firm Human8, this study surveyed 1,000+ Filipinos aged 18-59 across Luzon, Visayas, and Mindanao.
Get your copy now: https://www.aia.com.ph/en/health-and-wellness/rethink-healthy