Hustle PH study: 6 out of 10 Filipinos actively engage in ‘woke’ culture to amplify social issues

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Filipinos are stepping up in the era of digital activism. According to the study produced by data analytics firm Agile Data Solutions, 64% of Filipinos are engaging in ‘woke’ discussions primarily “to ignite conversations and awareness about social issues,” and 43% are engaging in ‘cancel’ culture-contents “to hold individuals or organizations accountable for their actions or statements.”

The study was rolled out online in May 2023 to 600 Filipino participants aged 18 and above using the Hustle PH app.

Four out of 10 Filipinos expressed that these kinds of content heightened their levels of political engagement, encompassing activities such as activism, voting in elections, and engaging in campaign efforts.

The study also found that 30% identified women's empowerment as the most critical issue to discuss online, 26% pointed to live-in relationships, and 24% highlighted LGBTQIA+ rights as equally essential topics of online discourse.

“The study reveals that even though most FIlipinos may be confused by current ‘woke jargon’, they actively take a progressive stand on women empowerment, LGBTQ rights and environmental protection” said Jason Gaguan, founder of Agile Data Solutions.

“The broad range of topics also suggests a community that values diverse perspectives and is actively seeking to broaden its understanding of various lifestyle choices,” he added.

On Market Behavior and Preference

The influence of these cultures is also evident in the respondents’ buying patterns as consumers increasingly prioritize aligning brands' values with their own. More than half of Filipinos — 57% — said ‘woke’ culture made them “put more emphasis on how goods and services are being marketed or promoted,” and 55% said the same due to being exposed to ‘cancel’ culture.

“Consumers are increasingly becoming conscious of a brand's values and integrity, and they are willing to make purchasing decisions based on these factors,” Gaguan said.

Additionally, 51% of those surveyed said ‘woke’ content made them “more focused on who's selling the goods and services rather than the actual products. The same goes for 52% of the respondents.

The survey also reveals 44% are “more likely to support brands that share my values or promote social justice.” In comparison, 30% reported avoiding purchasing from companies that had been "canceled" due to offensive or harmful behavior.

In response to these findings, Gaguan said, “Businesses and organizations should recognize these changing societal norms to better align their marketing efforts to stay relevant and connected to their consumers.”

The poll finds that Facebook, the most popular social media platform in the Philippines, is also the choice of 81% of participants as a platform for these kinds of discussions. The remaining percentage is split evenly between those who prefer using the short-form video app TikTok and those who favor traditional in-person discussions.

While Facebook remains dominant in the sphere of public conversation, Gaguan said, “TikTok has taken an emerging role of shaping public opinion” and that the data highlights “the enduring value of face-to-face communication.”

“Whatever trends may come in social media, its overarching objective remains to promote social awareness and ensure accountability,” he added.

Agile Data Solutions, through its cutting-edge data-gathering platform, Hustle PH, remains dedicated to exploring and analyzing cultural trends to help businesses and individuals make informed decisions.

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About Agile Data Solutions Inc.

Data-driven decisions at every turn.

The Agile Data Solutions Inc. team comprises industry experts in market research, data science, software development, communications research, and field operations. The group banded together in 2020 trying to make sense of the chaotic consumer market brought about by the Covid-19 pandemic - creating consumer behavior models, and has not stopped since. Their endless curiosity has been the glue of the ever-growing Agile Data family as they continue their mission to be storytellers of the ever-evolving market conditions.

For more information, visit https://www.agiledatasolutions.tech/ or email agilepartners@hustle-ph.com

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About Hustle PH

Democratizing market intelligence.

Hustle PH is revolutionizing the market research landscape by making insights accessible to businesses of all sizes. With a combination of speed, hyper-targeting, and efficient pricing, they cater to Fortune 500 companies, MSMEs, and start-ups. Leveraging the power of the crowd, Hustle PH taps into a vast network of hustlers across the country to provide real-time data for agile and timely decision-making. From trade checks and brand health tracking to answering specific market queries, Hustle PH offers a flexible, scalable, and cost-effective solution for gathering essential market insights.

Some of their high-level clients include Unilever, Smart Communications, Globe, PayMaya, Allianz PNB Life Insurance, Japan Tobacco International, Fonterra, and Unilab. For more information, visit https://hustle-ph.com/ or contact contactus@hustle-ph.com.

Cervical Cancer: Understanding a Fatal Female Disease

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Leading health and beauty retailer Watsons encourages the public to stay protected against cervical cancer.

In the Philippines, cervical cancer is the second most frequent cancer among Filipino women, especially those aged 15 to 44 years old.[1] 7,897 women are diagnosed with cervical cancer yearly and from that number, 4,052 of them succumb to the disease.[2] What’s more, cervical cancer also puts women at higher risk of miscarriage and infertility.

Certain strains of the Human Papillomavirus or HPV are the main cause of cervical cancer.[3] It’s the most common sexually transmitted infection. Sexually active people, even with just one partner, can get HPV. This can be passed on even when they have no signs or symptoms of the infection.[4] Fortunately, HPV is a vaccine-preventable disease.

"Vaccination provides an extra layer of protection. We are working to help build healthier communities by making vaccination more convenient and ensuring that customers always have access to accurate health information," says Jared De Guzman, Customer Director of Watsons.

Symptoms

Cervical cancer starts in the cervix which connects the vagina, the birth canal, to the upper part of the uterus. Commonly known as the womb, the uterus is where a baby grows during pregnancy. Anyone with a cervix is at risk for cervical cancer, and the risk grows with age as this occurs most often in people aged over 30.[5]

Unfortunately, cervical cancer may not show signs and symptoms in its early stages. More often than not, it's already in the advanced stage when there's bleeding or discharge from the vagina that is abnormal for you, including bleeding after sex.[6]

If you start noticing any of these signs, immediately see your doctor. The symptoms may be caused by something else, but the only way to know you have cervical cancer is to see your doctor.[7]

Prevention

Schedule your regular screening tests with your doctor. The Pap test, commonly known as Pap smear, looks for precancerous cells.[8]

You can also have a regular HPV test since it looks for the virus that can cause these cell changes. But the greatest preventive measure against cervical cancer is the HPV vaccine.[9]

The HPV vaccine not only protects you against the types of HPV that cause cervical cancer but also the types of HPV that cause vaginal and vulvar cancers. This vaccination is recommended for preteens aged 11 to 12 years old but can be given at age 9, with your family doctor's go signal.[10]

If you missed the HPV vaccine in your preteen years, you can still get it until 26 years of age. Although it's not recommended for everyone older than 26, you can still talk to your doctor about it and get vaccinated until 45 years old.[11]

Cancer is a life-altering disease that everyone wishes to avoid. To ensure that the women in our lives live long and happy lives, we must encourage them to prioritize their health and choose to be protected against all preventable diseases.

As every Filipino's health partner, Watsons makes it easier for you to have a good quality of life. You can easily schedule your HPV vaccination through the Watsons Health Hub or visit any of the 1000+ Watsons stores nationwide and ask their pharmacists. On your vaccination day, a free doctor’s assessment is included in their service.

Stay Protected

Through Watson’s amazing network, they’re able to provide you with different products and services to ensure that you can look after your overall health and wellness through accessible and affordable means. From June 15 to July 15, 2023, the Watsons Hub in SM North EDSA The Grand will offer free teleconsultation services to Watsons Pharmacy customers.

In partnership with The Medical City, the teleconsultation can provide patients with enhanced remote care through in-depth, physical examinations such as checking the heart rate, lung sounds, throat exam, ear exam, and taking temperature. After getting your diagnosis, you can buy the doctor’s prescription at the Watsons Pharmacy beside the clinic.

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^[1] Human Papillomavirus and Related Cancers, Fact Sheet 2023. HPV Centre. https://hpvcentre.net/statistics/reports/PHL_FS.pdf?t=1593852267479#:~:text=Current%20estimates%20indicate%20that%20every,and%2044%20years%20of%20age. Accessed on May 15, 2023.

^[2] Human Papillomavirus and Related Cancers, Fact Sheet 2023. HPV Centre. https://hpvcentre.net/statistics/reports/PHL_FS.pdf?t=1593852267479#:~:text=Current%20estimates%20indicate%20that%20every,and%2044%20years%20of%20age. Accessed on May 15, 2023.

^[3] Basic Information About Cervical Cancer. Centers for Disease Control and Prevention. https://www.cdc.gov/cancer/cervical/basic_info/index.htm. Accessed on May 15, 2023.

^[4] HPV Fact Sheet. Centers for Disease Control and Prevention. https://www.cdc.gov/std/hpv/stdfact-hpv.htm#:~:text=What%20is%20HPV%3F,including%20genital%20warts%20and%20cancers. Accessed on May 15, 2023.

^[5] Basic Information About Cervical Cancer. Centers for Disease Control and Prevention. https://www.cdc.gov/cancer/cervical/basic_info/index.htm. Accessed on May 15, 2023.

^[6] What Are the Symptoms of Cervical Cancer? Centers for Disease Control and Prevention. https://www.cdc.gov/cancer/cervical/basic_info/symptoms.htm. Accessed on May 15, 2023.

^[7] What Are the Symptoms of Cervical Cancer? Centers for Disease Control and Prevention. https://www.cdc.gov/cancer/cervical/basic_info/symptoms.htm. Accessed on May 15, 2023.

^[8] What Can I Do to Reduce My Risk of Cervical Cancer? Centers for Disease Control and prevention. https://www.cdc.gov/cancer/cervical/basic_info/prevention.htm. Accessed on May 15, 2023.

^[9] What Can I Do to Reduce My Risk of Cervical Cancer? Centers for Disease Control and prevention. https://www.cdc.gov/cancer/cervical/basic_info/prevention.htm. Accessed on May 15, 2023.

^[10] What Can I Do to Reduce My Risk of Cervical Cancer? Centers for Disease Control and prevention. https://www.cdc.gov/cancer/cervical/basic_info/prevention.htm. Accessed on May 15, 2023.

^[11] What Can I Do to Reduce My Risk of Cervical Cancer? Centers for Disease Control and prevention. https://www.cdc.gov/cancer/cervical/basic_info/prevention.htm. Accessed on May 15, 2023.

P&G Philippines wins top Marketing and Sustainability honors at 2023 Asia Pacific Tambuli Awards

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(P&G Philippines team at the 2023 APAC Tambuli Awards)

Procter & Gamble (P&G) Philippines, the trusted consumer goods company with superior products that promote health and hygiene, won four (4) accolades at the Asia Pacific (APAC) Tambuli Awards in recognition of the marketing excellence of its people and the waste reduction sustainability efforts of its brands.

The APAC Tambuli Awards is an awarding body that recognizes businesses and brands that champion purpose and create a significant impact in the lives of people, drive business growth, and contribute to the common good of society.

Kristine Tang Chan, P&G Philippines Vice President for Marketing, was named "Chief Marketing Officer of the Year” for her notable leadership in transforming P&G's multi-million dollar brands into a powerful Force for Growth and a Force for Good in the Philippines and Asia. In her 16 years in P&G, she successfully led the growth of various Fabric and Home Care brands like Tide, Downy and Joy across the Philippines, Vietnam, Malaysia, Singapore, Thailand and Japan. On top of building brands, Kristine has shown her passion and commitment to developing the next generation of P&G marketing leaders.  She coaches and grows the best brand building talent in the Philippines and across Asia – from new hires to senior brand leaders.

P&G Asia Pacific, Middle East, and Africa Regional Brand Director Mariel Chavez was recognized as the "2022 Young Marketing Leader of the Year” for her versatile leadership and ability to transform various business challenges and consumer opportunities into relevant initiatives that resulted in sustainable sources for growth for Tide and Downy Philippines. Chavez delivered three-peat growth highlighted with Tide’s campaign evolution into “Tide Perfect Clean". Mariel also grew the Downy business despite pandemic challenges through her “Downy Bye Bye Bahayrus”. Campaign.

Ralph Morales, P&G Philippines Laundry Brand Director, won the "2023 Young Marketing Leader of the Year" award, earning P&G a back-to-back in this category. Morales played a pivotal role in Ariel's business turnaround to regain market leadership. Prior to this, he also drove record-high success for Gillette with innovative campaigns like "Gillette Rewards" and "Groom-from-home." Morales also has a passion in building future brand leaders. He was awarded “P&G Coach of the Year” in 2022 and teaches marketing classes in one of the top universities.

P&G's Project LESS Sustainability Initiative was awarded the Bronze Award in the Corporate Purpose and Sustainability — “Care for the Environment” category. Project LESS led to the company’s reduction of waste via use of more sustainable packaging alternatives across its supply chain operations. With Project LESS, P&G shifted its product bundling and customization packaging by converting single-use laminate-based bellybands and stickers to 100% FSC-certified papers; introduced flexible and sustainable point-of-sale materials (POSMs) and displays; and rendered P&G cartons into sustainable honeycomb-like wrappers for last mile packaging in e-commerce deliveries.

“P&G is honored to have its Marketing talent and sustainability initiatives recognized at this year’s Asia Pacific Tambuli Awards. This is a testament to P&G’s commitment to being a Force for Growth and a Force for Growth in the Philippines by leading purposeful and sustainable brand campaigns that uplift the economy and empowers communities we serve,” says Anna Legarda, P&G Philippines Communications and Sustainability Director.

Elevating brands through digital strategies

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Araneta City, JAAF, and DTI partner for exclusive seminar for City of Firsts’ lessees

Elevating brands through digital strategies

Digital is the way of the future—especially for brands. This was the essence of a free and exclusive seminar for Araneta City’s lessees held last May 25 at the Gateway Gallery.

Araneta City, JAAF, and DTI

The learning event was organized by the City of Firsts in partnership with the J. Amado Araneta Foundation (JAAF) and the Department of Trade and Industry (DTI). Invited as main speaker was Amrei Dizon, Founder and Chief Creative Officer of Vitalstrats Creative Solutions, who delivered a comprehensive course into the basic concepts of marketing and how digital tools can help propel their brands to new heights.

Dizon gave the participants an overview of marketing and explained that more than anything, the discipline focuses on creating and delivering value to its intended target audience. She explained that digital marketing is supercharging traditional marketing strategies and tactics and enabling it to reach an audience that would find immense value in the products and services delivered by a brand.

She also discussed the goals of digital marketing. Mainly, digital marketing aims to reach and engage a target market identified by the brand, increase awareness of said audience about the brand, generate leads, drive sales, and build loyalty.

Amrei Dizon, Founder and Chief Creative Officer of Vitalstrats Creative Solutions

She provided an in-depth discussion of the various tools available to brands interested in venturing into digital marketing. Some of these are search engine optimization, email marketing, affiliate marketing, influencer marketing, and of course social media marketing. With 84.45 million Filipinos using some form of social media, its relevance for marketers and brands cannot be overstated. As such, Dizon also gave the attendees the potential use cases for various social media platforms and how they can best suit their needs.

Dizon also delved into one of the most significant topics in today’s marketing landscape—artificial intelligence or AI. She recognizes the power of large language models such as those offered by Microsoft-backed OpenAI in ChatGPT and that of Google in Bard.

According to Dizon, the power of AI when applied specifically to the use case of digital marketing is its ability to democratize various aspects of planning, ideation, and content development and make it more manageable for any brand, whatever its size.

“Now [AI] levels the playing field when it comes to the competition between [micro, small, and medium enterprises] and big businesses who have the budget. Now, MSMEs have access to these resources. If they know how to use these AI tools properly and understand its inherent limitations, they can produce content that is effective and resonates well with their target market,” Dizon said.

Meanwhile, Dizon has a simple advice for brands especially now that more consumers are giving more value to user-generated feedback—be authentic and deliver on your promise

“The main thing they need to focus on is to give value and relevance to your target market. Whatever you promise to your audience on digital, it’s imperative that you deliver it through your service. Whatever your customers experience—whether it’s good or bad—that can spell the future of your business,” Dizon said.

When asked about the disinformation and misinformation present online and how it can impact brands who market using digital tools, Dizon stressed the value of media literacy.

“First and foremost, our MSMEs need to know if the content they’re encountering is ‘fake news’ or not. They, as business owners, should also be a source of truth online. We have an obligation to our consumers to provide them with the necessary and complete information they need so that they can make decisions that benefit them,” Dizon concluded.

Aside from the informative discussion, Araneta City’s Marketing team walked the lessees through the upcoming events and activities that they can take advantage of at the City of Firsts, including the much-anticipated opening of Gateway Mall 2, the latest shopping, entertainment, and dining hub in Araneta City.

A CHERRY for you, Dad!

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5 Exciting Extravagance for A Smart and Awesome Father

Fathers are a beacon of light whose love leads the way rather than an anchor to keep us back or a sail to get us there. He took on the role of a parent in order to provide his child with something mythological and inestimably valuable: a protector. As Father's Day approaches, the perfect time to brag and express our affection is right now. Whether you take your dad to the movies or pleasantly surprise him with one of the best Father's Day gifts ever, CHERRY has compiled the best 5 gifts, making your hunt for the ideal present a breeze:

Dad Kept Us Safe and Sound

Convenience and security are at the tip of dad’s finger. With CHERRY Smart Swivel S4 Camera 3MP full HD video quality, he can watch over your house while he’s away. Due to the security camera's broad view angle and intelligent auto-tracking (horizontal 355°, vertical 85°), he can monitor 24/7 live security camera feeds and receive alerts for any suspicious behavior. He can also communicate with your family members while observing them from a distance utilizing this two-way audio between your smartphone and camera. In relation to smartphones, the CHERRY Flare S8 Deluxe highlights a 6.26" HD+ TrueView Teardrop Display with 4GB RAM and 64GB ROM. Secure and smarten up your home with CHERRY Smart Swivel S4 Camera for ₱1,649 and CHERRY Flare S8 Deluxe for ₱3,999.

Home Is Wherever You Are

Most Filipino households regularly have a TV as a source of entertainment at home. Enjoy an engaging kind of entertainment with CHERRY Aqua Smart TV. Dad can stream his favorite movies and TV series anytime he wants, so there's no need to wait for the program queue. With three sizes and an attractive price, CHERRY Aqua Smart TV is a smart choice for your home entertainment. Choose from a 55-inch model with a 4K UHD resolution and a more recent version of the Google TV operating system. You can have all these features for ₱29,999. On the other hand, a 43-inch model with Full HD resolution and 74W power output is also available and costs ₱19,999. If you want to save some space, you can purchase an Android TV OS-powered 32-inch model that has HD resolution and a 60 Hz refresh rate for ₱11,999.

I Know Dad Will Fix It

Nowadays, practically every family member makes use of gadgets and electronics. However, as we utilize our devices to brighten up our daily lives, we need a built-in safety feature to keep them safe. Help dad to keep tabs on your energy consumption with CHERRY Smart Universal Extension Cord. Appliances and devices can be configured with timers and schedules that can be used to help conserve energy. It has universal sockets that work with 16A high-power plugs and 5V USB ports. Additionally, it contains flame retardants to either slow down or stop the spread of fire. Using internet connection and the CHERRY IoT Solutions App, dad can direct the device to operate on its own even when he is at work or running errands. Moreover, he can use Siri shortcuts, Google Assistant, and Amazon Alexa providing more comfort and control. Bring home your Cherry Smart Universal Extension Cord for ₱1,619.

Little Scraps of His Wisdom

Dad believes that a healthy you is the finest present you can give to your loved ones and the rest of the world. It is vital to exercise caution both inside and outside of our home. The CHERRY Car Ionizer with Air Purifier helps clean the air in your car. It has a 4-stage filtration system with HEPA and carbon filters, 360-degree coverage for purification, and variable fan settings. It can emit 20 million negative ions. Additionally, it is portable and can be stored in a cup holder in a vehicle. Cap this for ₱2,500.

With these CHERRY gift ideas fit for the bravest man, you can brighten the memory of your Father's Day celebration. To purchase, visit:

Cherry Shop PH: www.cherryshop.com.ph

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Cosmic Technologies Incorporated is a Philippine-based company that carries the brand CHERRY which offers a comprehensive selection of products from Internet of Things (IoT), home, personal and wellness essentials, pet needs, travel necessities to mobile phones. Since 2009, CHERRY continues to build an equilibrium to create one ecosystem.