Filipinos across generations are veering away from the fatalistic, come-what-may attitude and shifting toward a more proactive stance in safeguarding their health and finances, a study revealed.

Despite the varying pressures of their life stages, a shared trait across generations is the willingness to prioritize family needs over personal financial comfort.

Gen Z sees insurance as a backup for peace of mind, Millennials view it as self-care to protect loved ones from debt, and Gen X treats it as a wake-up call after health issues, prompting more deliberate investment for the future.

The study's findings show that Filipinos are increasingly factoring in mental, financial, and environmental wellness in their everyday health decisions. These results build on AIA Philippines’ 2025 research.

Seventy percent of Filipinos reject a “bahala na” approach to physical health, while three-fifths no longer take a casual approach to mental well-being.

“Instead, many Filipinos say they want to plan, prepare, and prevent health risks before they escalate,” AIA reported.

The study shows Filipinos are increasingly intentional about balance, managing today’s challenges while planning for their future health.

Although many Filipinos still prioritize immediate rewards—59 percent for instant gratification and 57 percent for mental well-being—56 percent are willing to cut back on short-term spending to save for the future.

Family strongly influences Filipinos’ health and spending habits, with 62 percent shaped by family attitudes and 59 percent following family spending patterns.

Family responsibilities also impact Filipinos’ well-being, with 71 percent saying family relationships affect their mental health, more than two-fifths sometimes sacrificing personal finances for loved ones, and 63 percent taking care of their health for their family.

“For many Filipinos, the roles of breadwinner or caregiver encourage them to stay strong and healthy for the people who depend on them,” the report read.

Meanwhile, despite rising awareness of holistic health, 83 percent of Filipinos become more proactive about their well-being only after major life events like illness, hospitalization, or job loss.

Filipinos are increasingly focused on long-term planning, with 55 percent preparing for the future, 47 percent staying proactive about health and finances despite health maintenance organization (HMO) coverage, and 42 percent likely to purchase life insurance within a year.

AIA Philippines chief marketing officer Melissa Henson said this year the study centered on understanding Filipinos’ perception of health as holistic. From understanding consumer motivations, the insurer intends to help them translate this attitude into action.

The study combined interviews, expert insights, and a nationwide survey of over 800 Filipinos across Gen X, millennials, and Gen Z.

AIA aims to help members translate this attitude into long-term planning through its integrated health ecosystem—including AIA Vitality, MediCard, and other health and financial solutions.