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. You may also download the full study here.

###

About AIA Philippines
AIA Philippines (AIA Philippines Life and General Insurance Company Inc.) formerly AIA Philam Life (The Philippine American Life and General Insurance Company), is the country’s premier life insurance company. Originally established on 21 June 1947 and became popularly known as Philam Life, AIA Philippines has earned the trust of customers for its financial strength, strong brand name, and ability to deliver on its promises. 

AIA Philippines has PHP 257.76 billion in total assets and PHP 57.35 billion in net worth as of 31 December 2024 while serving nearly 1.2 million individual policyholders and nearly 800,000 insured group members. AIA Philippines understands the needs of its customers and provides holistic solutions that include life protection, health insurance, savings, education, retirement, investment, group, and credit life insurance. It also offers bancassurance through its subsidiary, BPI AIA Life Assurance Corporation (formerly BPI-Philam Life Assurance Corporation). 

Based on the unaudited reports submitted to the Insurance Commission as of 31 December 2024, the combined total premium income of AIA Philippines and BPI AIA was at PHP 29.77 billion. AIA Philippines is a member of AIA Group Limited, the largest independent publicly listed pan-Asian life insurance group. 

AIA Philippines and BPI AIA are regulated by the Insurance Commission.

About AIA
AIA Group Limited and its subsidiaries (collectively “AIA” or the “Group”) comprise the largest independent publicly listed pan-Asian life insurance group. It has a presence in 18 markets – wholly-owned branches and subsidiaries in Mainland China, Hong Kong SAR⁽¹⁾, Thailand, Singapore, Malaysia, Australia, Cambodia, Indonesia, Myanmar,  New Zealand, the Philippines, South Korea, Sri Lanka, Taiwan (China), Vietnam, Brunei and Macau SAR⁽²⁾, and a 49 per cent joint venture in India. In addition, AIA has a 24.99 per cent shareholding in China Post Life Insurance Co., Ltd

The business that is now AIA was first established in Shanghai more than a century ago in 1919. It is a market leader in Asia (ex-Japan) based on life insurance premiums and holds leading positions across the majority of its markets. It had total assets of US$328 billion as of 30 June 2025. 

AIA meets the long-term savings and protection needs of individuals by offering a range of products and services including life insurance, accident and health insurance and savings plans. The Group also provides employee benefits, credit life and pension services to corporate clients. Through an extensive network of agents, partners and employees across Asia, AIA serves the holders of more than 43 million individual policies and over 16 million participating members of group insurance schemes.

AIA Group Limited is listed on the Main Board of The Stock Exchange of Hong Kong Limited under the stock codes “1299” for HKD counter and “81299” for RMB counter with American Depositary Receipts (Level 1) traded on the over-the-counter market under the ticker symbol “AAGIY”.

Notes:
⁽¹⁾Hong Kong SAR refers to the Hong Kong Special Administrative Region.
⁽²⁾ Macau SAR refers to the Macau Special Administrative Region.

For more information:
Michelle Velete
CommunicationsLead 
AIA Philippines
michelleelaine.velete@aia.com