AIA Philippines launches Rethink Healthy, unveils study on Filipino well-being

AIA Philippines, formerly Philam Life and the domestic arm of AIA, the largest pan-Asian life insurer, has launched “Rethink Healthy,” a health and wellness campaign that aims to change the way people view and approach health. Rethink Healthy champions a holistic and sustainable approach to well-being, making healthy living more inclusive and accessible.

A key element of the launch of “Rethink Healthy” in the Philippines is the unveiling of the results of AIA Philippines’ research report, “Rethinking Healthy: What Overall Well-Being Means to Filipinos.”

At the launch event, hosted by television personality Bianca Gonzalez-Intal, leaders from AIA discussed the findings of the study. The research spans over 1,000 Filipino respondents nationwide across Generations¹ X, Y (millennials) and Z. Results show that Filipinos generally define “being healthy” as having a healthy body (52%), healthy mind (30%), healthy finances (12%), and a healthy environment (7%).

“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.

Stuart A. Spencer, AIA Group Chief Marketing Officer, said, “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.”

Sustainable wellness: Daily movements, adequate rest and the environment’s impact on health

Filipinos are increasingly prioritizing their health and embracing healthy lifestyles. This shift is evident as AIA’s study revealed that Filipinos engage in daily physical activities two to three times a week. These include light workouts that are easy to integrate in their day, like walking (71%), doing household chores (48%), running or jogging (44%) or doing gardening or yard work (20%). Fifteen percent (15%) also enjoy dancing, team sports and strength training for their fitness routines.

While daily movements are a priority, rest and sleep are also deemed important in nurturing survey respondents’ health, with 45% citing the importance of adequate rest and sleep, as well as work-life balance, and 41% mentioning regular stress management. However, 16% reported that they are suffering from sleep disorders, including insomnia.

Moreover, 47% of Filipinos also pointed out that their environment has an impact on how they feel and live each day. Thirty-eight (38%) cited intense heat and safety concerns related to crime and accidents as top concerns about their environment, while 37% see unpredictable weather influencing their well-being.

Breaking cycles of family health history

The study also identified how family history plays a significant role in Filipino health concerns. According to the report, 80% of respondents have a family history of illnesses, the most common of which are diabetes (32%), heart disease (30%), and weight-related concerns like obesity (21%). Others include severe allergies (18%) and mental health issues, such as depression and anxiety (16%).

From the research, it was also found that Filipinos have an average of 2.3 illnesses that can be passed down generations within their family. AIA has also observed that the number of family illnesses from older generations is increasing. Currently, members of Gen Z have an average of 2.5 inherited illnesses, while Gen Y and Gen X have 2.3 and 2, respectively.

Taking more proactive health management steps can help mitigate risks and promote overall well-being. These steps may include regular checkups, early detection and intervention, and adopting healthier lifestyle habits.

Filipinos actively manage stress, but sometimes in unhealthy ways

Mental health is a major concern for Filipinos, with 41% reporting that they manage stress regularly, knowing chronic stress takes a toll on their well-being. Many do this by indulging in comfort food (52%) and binge-watching television shows (50%). These findings highlight stress-eating and sedentary lifestyles as prevalent coping mechanisms, which can lead to long-term health problems. Opting for more nutritious snacks and engaging in more outdoor activities can help address this.

Another form of stress reduction identified in the study is that 61% of Filipinos surveyed make sure to spend time with family and friends. Many eat meals together at home (71%), watch movies or television (49%), or go out to eat at restaurants or cafés (41%). The power of connection and nurturing relationships can help cultivate emotional intelligence and resilience, contribute to an individual’s sense of purpose, and pave the way for a more balanced and fulfilling life.

Healthy finances can help address physical and mental challenges

Financial stress is a significant barrier in Filipinos’ overall health, with 59% reporting stress related to finances and 47% citing financial challenges as a barrier to seeking quality healthcare.

To prepare for health emergencies, many Filipinos (65%) rely heavily on their personal savings; 46% on government assistance; and 43% on insurance, including health maintenance organizations (HMOs). However, two in five (42%) respondents shared that these funds may not be enough. In fact, 66% of those who already own insurance intends to buy another policy.

AIA’s “Rethink Healthy” encourages inclusive and whole-person approach to well-being
The “Rethink Healthy” launch 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.

Rethinking Healthy, conducted in partnership with research firm Human8, surveyed more than 1,000 Filipinos, aged 18-59, in Luzon, Visayas and Mindanao. To download the study, visit https://www.aia.com.ph/en/health-and-wellness/rethink-healthy

¹ Gen X (born 1966-1979), Gen Y/Millennials (born 1980 to 1999), Gen Z (born 2000 to 2007)