AIA Philippines, formerly Philam Life and the local arm of AIA, the largest pan-Asian life insurer, has introduced “Rethink Healthy,” a campaign advocating for a more holistic and sustainable approach to health and wellness. The initiative aims to shift public perception of well-being, making healthy living more inclusive and accessible.

A key component of the campaign is the launch of AIA Philippines’ research report, “Rethinking Healthy: What Overall Well-Being Means to Filipinos.” The study, based on responses from over 1,000 Filipinos across Generations X, Y (millennials), and Z, highlights evolving attitudes toward health. Findings show that Filipinos define being healthy as having a healthy body (52%), a healthy mind (30%), financial stability (12%), and a supportive environment (7%).

Changing perspectives on wellness

AIA Philippines Chief Marketing Officer Melissa Henson emphasized that these insights help shape programs that encourage sustainable wellness habits.

“Through these findings, we are now better informed on how we can help Filipinos build habits that foster healthier minds and bodies, build financial resilience, and promote sustainable practices — in ways that resonate with them so they will also feel seen, understood and supported in their unique wellness journeys,” shared Melissa Henson, Chief Marketing Officer, AIA Philippines.

AIA Group Chief Marketing Officer Stuart A. Spencer pointed out that despite increasing wealth, lifestyle diseases continue to rise across Asia.

"Asia is getting wealthier but not healthier, and the rate of lifestyle diseases is rapidly accelerating. Consumers in Asia believe that being healthy is too hard, too expensive and out of reach. Rethink Healthy is about changing attitudes, mindsets, and behaviors, and debunking preconceived notions of what healthy means for everyone. Our goal is to make well-being more attainable and encourage more people to live Healthier, Longer, Better Lives," Spencer stated.

Key findings

The study reveals that Filipinos engage in regular physical activities at least two to three times a week, including walking (71%), household chores (48%), running or jogging (44%), and gardening (20%). However, 16% reported sleep disorders such as insomnia, while 47% said their environment significantly impacts their health.

The report also highlights family health history as a major concern, with 80% of respondents having inherited illnesses such as diabetes (32%), heart disease (30%), and obesity-related conditions (21%). Younger generations show an increasing number of hereditary conditions, with Gen Z averaging 2.5 inherited illnesses, compared to 2.3 for millennials and 2 for Gen X.

Mental health remains a pressing issue, with 41% of Filipinos actively managing stress. Many cope by indulging in comfort food (52%) or binge-watching (50%), highlighting the need for healthier stress-relief alternatives. Social connections play a vital role, with 61% prioritizing quality time with family and friends as a key factor in their emotional well-being.

Financial stress also emerged as a significant health barrier, with 59% of Filipinos citing money-related stress and 47% stating that financial struggles limit their access to quality healthcare. While 65% rely on personal savings for medical expenses, many feel unprepared, with 42% acknowledging that their funds may not be enough.

AIA Philippines promotes comprehensive well-being

The “Rethink Healthy” launch, hosted by television personality Bianca Gonzalez-Intal, featured interactive zones representing four pillars of health — physical, mental, financial, and environmental — offering a hands-on experience of AIA’s holistic approach. Additionally, AIA Philippines launched the AIA 100 Voices initiative, sharing inspiring and authentic stories of Filipinos embracing a redefined approach to health in their day-to-day.

As AIA Philippines remains committed to inspiring Filipinos to shift their perspectives on well-being, the company also continues strengthening its programs, initiatives, and engaging online content to encourage a more integrated approach to healthy living. Authentic storytelling and immersive experiences will drive broader conversations about holistic wellness. For AIA Philippines, rethinking health unlocks the benefits of better health, greater resilience and sustainable living, empowering more Filipinos to live Healthier, Longer and Better Lives.