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  • Writer's pictureAgile Data Solutions Inc.

Hustle PH study: 6 out of 10 Filipinos actively engage in ‘woke’ culture to amplify social issues

Businesses are urged to consider consumer preferences influenced by ‘woke’ and ‘cancel’ culture in brand marketing.

07 June 2023, Manila, Philippines — Filipinos are stepping up in the era of digital activism. According to the study produced by data analytics firm Agile Data Solutions, 64% of Filipinos are engaging in ‘woke’ discussions primarily “to ignite conversations and awareness about social issues,” and 43% are engaging in ‘cancel’ culture-contents “to hold individuals or organizations accountable for their actions or statements.”

The study was rolled out online in May 2023 to 600 Filipino participants aged 18 and above using the Hustle PH app.

Four out of 10 Filipinos expressed that these kinds of content heightened their levels of political engagement, encompassing activities such as activism, voting in elections, and engaging in campaign efforts.

The study also found that 30% identified women's empowerment as the most critical issue to discuss online, 26% pointed to live-in relationships, and 24% highlighted LGBTQIA+ rights as equally essential topics of online discourse.

“The study reveals that even though most FIlipinos may be confused by current ‘woke jargon’, they actively take a progressive stand on women empowerment, LGBTQ rights and environmental protection” said Jason Gaguan, founder of Agile Data Solutions.

“The broad range of topics also suggests a community that values diverse perspectives and is actively seeking to broaden its understanding of various lifestyle choices,” he added.

On Market Behavior and Preference

The influence of these cultures is also evident in the respondents’ buying patterns as consumers increasingly prioritize aligning brands' values with their own. More than half of Filipinos — 57% — said ‘woke’ culture made them “put more emphasis on how goods and services are being marketed or promoted,” and 55% said the same due to being exposed to ‘cancel’ culture.

“Consumers are increasingly becoming conscious of a brand's values and integrity, and they are willing to make purchasing decisions based on these factors,” Gaguan said.

Additionally, 51% of those surveyed said ‘woke’ content made them “more focused on who's selling the goods and services rather than the actual products. The same goes for 52% of the respondents.

The survey also reveals 44% are “more likely to support brands that share my values or promote social justice.” In comparison, 30% reported avoiding purchasing from companies that had been "canceled" due to offensive or harmful behavior.

In response to these findings, Gaguan said, “Businesses and organizations should recognize these changing societal norms to better align their marketing efforts to stay relevant and connected to their consumers.”

The poll finds that Facebook, the most popular social media platform in the Philippines, is also the choice of 81% of participants as a platform for these kinds of discussions. The remaining percentage is split evenly between those who prefer using the short-form video app TikTok and those who favor traditional in-person discussions.

While Facebook remains dominant in the sphere of public conversation, Gaguan said, “TikTok has taken an emerging role of shaping public opinion” and that the data highlights “the enduring value of face-to-face communication.”

“Whatever trends may come in social media, its overarching objective remains to promote social awareness and ensure accountability,” he added.

Agile Data Solutions, through its cutting-edge data-gathering platform, Hustle PH, remains dedicated to exploring and analyzing cultural trends to help businesses and individuals make informed decisions.


About Agile Data Solutions Inc.

Data-driven decisions at every turn.

The Agile Data Solutions Inc. team comprises industry experts in market research, data science, software development, communications research, and field operations. The group banded together in 2020 trying to make sense of the chaotic consumer market brought about by the Covid-19 pandemic - creating consumer behavior models, and has not stopped since. Their endless curiosity has been the glue of the ever-growing Agile Data family as they continue their mission to be storytellers of the ever-evolving market conditions.

About Hustle PH

Democratizing market intelligence.

Hustle PH is revolutionizing the market research landscape by making insights accessible to businesses of all sizes. With a combination of speed, hyper-targeting, and efficient pricing, they cater to Fortune 500 companies, MSMEs, and start-ups. Leveraging the power of the crowd, Hustle PH taps into a vast network of hustlers across the country to provide real-time data for agile and timely decision-making. From trade checks and brand health tracking to answering specific market queries, Hustle PH offers a flexible, scalable, and cost-effective solution for gathering essential market insights.

Some of their high-level clients include Unilever, Smart Communications, Globe, PayMaya, Allianz PNB Life Insurance, Japan Tobacco International, Fonterra, and Unilab. For more information, visit or contact


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