These numbers indicate that Filipino Prosumers have truly realized the power they have in influencing not just the marketplace but society as a whole.

It is no longer enough that merchandise are of good quality and competitively priced but socially responsible as well, a consumer survey that included Filipinos has uncovered.

According to Emerging Shifts in Filipino Consumption, 93 percent of so-called Filipino prosumers believe in their responsibility and 86 percent in their capacity to make a difference in the world.

Forty-nine percent believe in the strength of their purchasing power more than their voting power, and 60 percent will choose a product depending on a company’s values or political and social activities.

These findings were at the core of a privately-commissioned survey on a set of influential individuals who are the first to try on what’s new and whose views and recommendations are relied upon by other. Such views or recommendations usually become mainstream within 18 to 24 months.

These individuals have been the subject of more than a decade of study by multinational communications firm Havas Group. Its latest report includes the Philippines and reveals Filipinos’ changing attitudes and behaviors when it comes to choosing organizations, companies and products to support.

“These numbers indicate that Filipino Prosumers have truly realized the power they have in influencing not just the marketplace but society as a whole. The mere act of choosing at the grocery, at the supermarket, in a boutique, or in the mall are more than just shopping and buying for Filipino Prosumers. The choice in itself carries ripple effect to the rest of the society. For them, the power to choose is more than just about which brand or product to bring home; the choice also reflects how they are answering the call to be socially-responsible individuals,” said Phil Tiongson, Havas Ortega’s head of data and analytics.

While respondents know that consumer spending helps the economy and enhances their own happiness, they also feel guilty and worry over the impact of their consumption on society and the planet. As a result, Filipino prosumers are redefining what makes a good purchase and are moving towards more mindful and meaningful buying habits.