WHY does poverty toughen the lower class—more popularly known as the masa (masses)? Answering this question has allowed us to understand that lack of money is not an issue when it comes to being healthy, as far as the masses’ perspective on health and wellness is concerned. For them, the whole concept of being healthy is more than just psychological but holistic.

When McCann Worldgroup Philippines gave this columnist an article dubbed “Health, Wellness & the Filipino Masses: Study Reveals New Truths for Marketers,” it gave insights into the minds of the masses, allowing us to better understand the new perspectives on the masa’s health and wellness.

McCann’s study reveals surprising truths into context the explosion of local and global health trends in recent times, and its significant influence in the Filipino masa’s mindset. The government has intensified efforts on health awareness and aid. More corporations have become active in programs that give back to communities. Products that promise everyday wellness have continuously flooded the marketplace year after year. Topics on health and wellness run rampant across all media from television all the way down to point-of-sale sections. Nursing remains to be a desirable career path for families who want to rise from poverty.

We have seen that poverty is not always what it appears to be. Understanding the masses involves the appreciation of a psychologically complex process that exists at a number of different mental levels for them. But there is more than that. Knowing full well how broad the topic and how vast the market is, McCann decided to take a different approach and conducted a national investigation encompassing the northern, southern and central regions of the country.

Perspectives were gathered from an eclectic cast of people both urban and rural. The task at hand demanded that consumer chats would only tell half the story. So, not only were homemakers, young adults and seniors involved, but also community health experts such as government officials and municipal doctors, to help bring the truth about the masa full circle.

This study asks: Do these changes mean that the Filipino masa mindset has shifted when it comes to health and wellness? Do they still believe that health is just the absence of sickness, and that wellness is a luxury, especially when day-to-day survival is already a tall order? Do they still prefer traditional solutions over modern?

This study is complex and intriguing, and exploring them takes us down many avenues of the masa’s behavior. Health and wellness have become so important in our society that wants have become needs. Just like the things that we used to buy on a whim have now become the most fundamental purchases of all.

The study furthered that regional context dictates their perspective on health and wellness. In fact, each region’s context is so distinct, not only are there major differences between urban and rural cities, but there are also contrasts when comparing one urban area from the other. To illustrate this point, the Manila-based masa have to contend with the unforgiving living conditions of the big city, such that being healthy meant protecting themselves from it. On the other end, the Cebu-based masa are riding along the city’s rapid urbanization and the rising cost of products and services, such that being healthy meant having the vigor to keep up with all the changes that are coming their way.

Across the masa, five common health hazards arise: environmental disturbances and pollution, technology, limited access to good food, vices and emotional stress.  Context once again plays an important role, where each concern can be more pressing depending on the environment they live in. For instance, technology is a far greater health issue in urbanized areas where cell phone and Internet usage is highly accessible and, consequently, highly addictive. Whereas, in rural areas, variety of food is considered an issue. Eating the same kind of food every day is a problem for the rural masa because it limits them from getting the full range of vital nutrients.

What are the motivations? Clearly, the Filipino masa have a more sophisticated thinking on health and wellness than most were led to believe. They have conscious preference for healthier choices. Although meager resources limit what they can do for their health, they make the most of what’s available, affordable and easy. Their minds are very fertile; they are informed, curious and open to new concepts and new ways on how to better their health.

What else can be said about the implications for brands and marketers?

Start to think more regional. Understanding regional contexts and consumer hot buttons can allow brands to create more meaningful and targeted marketing solutions.

Accessibility is power. They can’t always afford it, but the masa want to live healthier, and they welcome new alternatives that would help them achieve that. Brands that will provide them more affordable and healthy choices will be appreciated and trusted.

Guide rather than impose. As the masa feel more confident and empowered to make health decisions on their own, brands now have the opportunity to be more open with information that can help them feel in control.

This illustrates the new era of the masses’ mindset, and here it can be seen that their priorities have been turned on their head. This is what their view of health and wellness is all about, and this is how their priorities are changing to fulfill their needs for healthier choices.

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Bubuwit Speaks

MADNESS

One consultant calls man’s innate resistance to change “the most perplexing, annoying, distressing and confusing part” of reengineering.

This same strategy would work with the union staging a sit-down strike of paralyzing Philippine Airlines business operations.

And what makes things even worse is that union leaders claim that their cause is in the process of the courts and that any action by the airline should be held pending these results. Sources say they mislead their members in believing that all the authorities are wrong and that the correct process is to wait when nothing has been issued by the courts ordering such.

The fact is after decades of inefficient governance and protectionist policies of previous managements, Philippine Airlines has finally moved toward an era of efficiency and competitiveness on a par with international best practice for the benefit not only of the company but also of the flying public and the whole economy. Yet the union’s leaders want to keep it in the dark ages where they think only they will emerge victorious.

Is it fair to all concerned? Yes, Virginia, you can’t fly. Because minds don’t change.