MANILA, Philippines, March 18, 2026 — A new study by AIA Philippines finds that Filipinos are moving away from the traditional “bahala na” (come what may) mindset when it comes to their health, reflecting a shift toward a more intentional approach to well-being.
Titled “Rethink Healthy: Shaping Filipinos’ Health-Seeking Choices from Thinking to Doing,” the research explores how Filipinos are turning their understanding of holistic health into everyday decisions, with deeply cultural factors shaping those choices. Grounded in both qualitative and quantitative research, the study blended in‑depth interviews, expert insights, and a survey of over 800 Filipinos representing Gen X, millennials and Gen Zs nationwide.
The findings built on AIA Philippines’ research last year, which found that Filipinos define health not only through physical fitness but also through mental wellness, financial stability, and environmental health.
“Last year, we learned that Filipinos see health as holistic. This year, we wanted to dig deeper to learn what actually drives people to act on that understanding,” said Melissa Henson, Chief Marketing Officer, AIA Philippines. “By diving into real consumer motivations, we hope to be able to better support Filipinos, as they turn intention into action, to live Healthier, Longer, Better Lives.”
The Courage to Change: Moving Beyond “Bahala Na”
One of the study’s findings is that more Filipinos are moving away from resigned attitudes about their health and taking a more proactive stance.
Seventy percent (70%) reject a “bahala na” attitude toward their physical health, and 60% say they are done with simply “winging it” when it comes to their mental well‑being. Instead, many Filipinos say they want to plan, prepare, and prevent health risks before they escalate.
The research also shows Filipinos are becoming more intentional about balance—learning to navigate what they need to cope with the challenges of today, while staying mindful of their future health. While 59% reward themselves through immediate gratification, and 57% prioritize feeling good mentally, there is a clear willingness to think long‑term, with 56% prepared to curb short‑term spending to set aside money for the future.
The Courage to Care and Carry On: Family Shapes Health Decisions
Family plays a central role in how Filipinos approach health and well-being. The study found
that 62% say their health attitudes and choices are shaped by family, and 59% say their spending mirrors family habits.
This reflects a Filipino truth: health is a family affair. What we grow up with at home shapes our habits, making shared healthy routines—such as healthy meals at the family table, family walks, or strong support system — essential to everyone’s well‑being.
Family responsibilities can also create pressure, with 71% saying relationships with family members affect their mental well-being. 43% of Filipinos also admit they sometimes sacrifice personal financial goals to support loved ones. However, 63% shared that they take care of their health specifically for their family.
The research describes this dynamic as a uniquely Filipino paradox: family can be both a source of pressure and a powerful source of motivation. For many Filipinos, the roles of breadwinner or caregiver encourage them to stay strong and healthy for the people who depend on them.
“When caring for their health becomes a way to protect their loved ones, it becomes a powerful driver for change. The weight of their responsibility for their families becomes the very force that moves Filipinos toward better health choices,” Henson added.
The Courage to Act: Proactive health, long-term plans
Despite growing awareness about holistic health, many Filipinos still tend to act only after experiencing a crisis. The study revealed that 83% say they became more proactive about their health after a major life event, such as illness, hospitalization, or job loss.
Encouragingly, more Filipinos now embrace long‑term planning, as the future is becoming more concrete to them: 55% say the future must be prepared for; 47% stay proactive about their health and finances even with HMO coverage; and 42% are likely to buy life insurance in the next 12 months.
For AIA Philippines, the findings highlight the importance of supporting Filipinos throughout their health journey, from prevention and lifestyle habits to protection and recovery. Through its integrated health ecosystem, including its science-backed health and well-being program AIA Vitality that rewards members for making healthy lifestyle choices; AIA’s HMO arm MediCard; and its suite of innovative health and financial solutions, the company aims to help individuals turn their health intentions into sustainable actions.
“As we progress our Rethink Healthy movement, our goal is to encourage Filipinos to make brave choices toward holistic health,” Henson said. “This means actively shifting everyday behaviors—because lifestyle diseases remain the leading causes of illness and death in the Philippines. By sparking and sustaining deeper conversations around how we live, we hope to empower more Filipinos to take control of their well-being and make health a daily priority.”
Rethink Healthy in the Philippines is aligned with AIA’s broader movement across Asia, championing more realistic and achievable ways for people to take care of their overall well-being.
To know more about Rethink Healthy, please visit https://www.aia.com.ph/en/health-and-wellness/rethink-healthy.
