How Filipinos are redefining what it means to be healthy
Most people understand the importance of good health. Yet AIA Group's 2024 research across Asia revealed a striking gap between intention and action: While many want to be healthier, significantly fewer feel they are making progress.
Eight in 10 people who wanted better health did not believe they were healthy, and more than half had not taken any steps to improve their well-being. That insight became the starting point for Rethink Healthy, an initiative launched across Asia as part of AIA's ambition to help one billion people live Healthier, Longer, Better Lives by 2030.
In the Philippines, the gap is compounded by low insurance penetration and limited awareness of the importance of health preparedness and long-term planning. Many people think about health only when a problem arises, rather than taking steps to protect their future before a crisis happens.
This is where our role has transformed beyond insurance. As life insurers, we are uniquely positioned to help people recover from setbacks and prepare for them. At AIA, we believe that protection starts long before a claim—helping people build healthier habits, make informed decisions, and take a longer-term view of their health and financial well-being.
Rethink Healthy intends to challenge narrow views of health and encourages people to see well-being more holistically—from physical and mental health to financial resilience and prevention.
Rethink Healthy in the Philippines
In March 2025, we commissioned our own research, Rethinking Healthy: What Overall Well-Being Means to Filipinos, surveying more than 1,000 Filipinos nationwide to understand how Filipinos view health. What we found was both encouraging and revealing. Filipinos already view health holistically—not just in terms of physical well-being, but also mental wellness, financial security, and environmental health. Yet many still feel that a healthy life is difficult to achieve.
For years, the image of a healthy person has been shaped by stereotypes: young, fit, athletic, and able to put wellness above all else. These ideals are everywhere, yet they often bear little resemblance to the realities of everyday Filipino life, where competing responsibilities, financial pressures, and family commitments shape how people approach their health.
These insights thus reinforced an important truth for us: improving health is about making healthier choices more accessible, practical, and achievable in everyday life.
Meeting Filipinos where they are
People need different kinds of support at different stages of their health journey—from staying healthy and protecting what matters, to navigating treatment, recovery, and long-term financial security. That is why Rethink Healthy is supported by our integrated ecosystem comprising AIA Philippines, BPI AIA, MediCard, and AIA Investments. At the heart of this ecosystem is our commitment to empowering every Filipino to make informed decisions about their health and finances. Through our agency force, we continue to equip our Life Planners to be every customer’s trusted advisor. By investing in innovative tools such as our AI Roleplay platform, our Life Planners can practice and refine realistic customer conversations, enabling them to better understand individual needs and provide deeper, more relevant, and personalized guidance.
Another integral part is our AIA Vitality, our science-backed wellness program that encourages and rewards healthier lifestyles. Supporting our broader health journey framework—Prevent and Predict, Protect, Diagnose, Treat, and Recover—AIA Vitality empowers individuals to take proactive steps toward better health while helping them stay engaged in their wellness journey. With all of these, we make it easier for Filipinos to achieve better health outcomes and stronger financial well-being at every stage of life.
This year, we commissioned another research for Rethink Healthy, Shaping Filipino Health-Seeking Choices, from Thinking to Doing, to understand Filipinos’ health behaviors. Findings reveal that Filipinos are taking more proactive steps toward health. They are moving from a passive “bahala na” mindset to a more intentional “handa na” approach to their well-being. In fact, 70% are taking steps to support their mental wellness. 56% are setting aside resources for the future. These are not people waiting for circumstances to change—they are taking ownership of their health and well-being with resources available to them.
Filipinos are moving from a passive 'bahala na' mindset to a more intentional 'handa na' approach to their well-being.
Often, these actions are not dramatic. They are quiet decisions to book a medical appointment, prioritize spending time with family and friends, start saving for the long term, or get insurance to add to their HMO to better prepare for health emergencies.
Health influences how we live, work, and lead
Having served as a CEO at AIA Philippines for the past three years, I’ve come to appreciate that while backgrounds, cultures, and experiences may differ, family remains the strongest equalizer. I’ve seen how family shapes decisions, aspirations, and resilience. That’s why another recent finding from our research—62% of Filipinos said their health decisions are influenced by family, while 63% said they take care of their health for the people they love—resonated with me deeply.
In many ways, this reflects what I have come to know and admire about the Philippines. Health is personal, but it is rarely pursued for oneself alone. Filipinos invest in their well-being so they can continue showing up for the people who depend on them. I’ve learned that regardless of where we come from, our desire to care for and protect our families is what unites us most.
I champion Rethink Healthy because it also reflects a belief that guides how I lead: Our health shapes how we think, perform, and connect with others. Wellness is not something separate from work, as it should be woven into the way we work every day.
One practice I’ve embraced is taking meetings outdoors. Rather than staying in conference rooms, my colleagues and I walk while discussing ideas and solving challenges. The fresh air, movement, and change of environment often lead to more open conversations, stronger collaboration, and new perspectives.
Rethink Healthy reinforced a principle I believe in deeply: Health is built through intentional daily choices. Whether it’s eating well, staying active, making time for exercise, or simply finding opportunities to move throughout the day, small actions can have a lasting impact. Making wellness part of everyday life is important so people can bring their best selves to work, at home, and in their communities.
As I reflect on everything Rethink Healthy has taught me, I find myself encouraged that Filipinos are engaging with health more deliberately than ever before. They are asking harder questions, seeking better information, and making plans, not because circumstances have become easier, but because they understand more clearly what is at stake.
Across the country, Filipinos are already making those decisions in ways that reflect their own realities and priorities. That mindset is what gives me optimism for the future.
