What is joyful frugality?

There’s a profound shift on how—and why—people are buying (or not buying). 

The latest Prosumer Report from Havas Ortega, a media and communications organization, show that majority of Filipinos—77 percent of them—are now adopting a lifestyle called “joyful frugality,” which is driven by a deep-seated commitment to the environment and the health of the planet. 

This significant pivot from traditional consumption patterns goes beyond mere economic prudence. While 63 percent of Filipino prosumers cite economic and financial factors as a primary driver for simplicity and frugality, an increasing number are now factoring in a collective responsibility toward our planet and environment in their consumption choices. This emerging trend signals a pivotal change in consumer behavior, marrying financial sensibility with environmental consciousness, representing a noteworthy evolution in the way individuals approach spending and lifestyle decisions.

“We live in high-inflationary times, and Filipino prosumers are feeling the heat of the higher prices of basic commodities, especially during this Christmas season. Environmental and climate change issues, however, remain to be in the minds of these special groups of Filipino consumers when shopping for themselves and for others,” said Jos Ortega, chairman and CEO of Havas Ortega.  “While it is normal and expected for people to tighten their belts during these high-inflationary times, it is surprising to see that they are also doing so because of the bigger issues we face today as a society. This underscores the fact that environmental consciousness is not just a passing fad, but a lasting trend that corporations will have to contend with to bring their business to success.” 

This behavior sets the tone for the Philippine market in 2024. Sustainability is no longer an option but rather an imperative. Businesses must integrate sustainability into their processes to mitigate the risk of being left behind in an increasingly eco-conscious world. 

Companies can achieve this by employing various strategies to be more sustainable and environment-friendly in their operations. Responsibly sourcing products, reducing carbon footprint, and incorporating regenerative technologies into their operations are areas that companies and brands should start thinking more seriously about. 

In addition, brands and companies should collaborate with environmental organizations and grassroots communities to achieve maximum impact for their sustainability efforts. Conducting and publishing a review of their initiatives will also help businesses gauge their sustainability progress and build trust and credibility among consumers bounded by eco-conscious choices.

“This is not just about adapting to change, it’s about leading it,” said Ortega. “Our report shows that Filipinos are now, more than ever, ready to make better choices. It’s up to businesses and brands to meet them where they are and where they are headed.”