A growing number of Filipinos are prioritizing living in the moment as uncertainties about the future reshape cultural values, according to a 2024 study by global research firm Ipsos.
The study found that eight in 10 Filipinos have adopted the “you only live once” (YOLO) mindset, a figure that surpasses the global average of 64%. The Philippines ranked third in embracing this outlook, following Hong Kong and Thailand.
Researchers link this shift to financial struggles, declining trust in institutions, and a broader global trend known as “nouveau nihilism”—a modern take on nihilism, where people seek immediate gratification instead of long-term stability. This has led to a generational divide in achieving traditional milestones like homeownership, marriage, and starting a family.
The study also highlighted how hedonism, or pleasure-seeking behavior, fuels this mindset, contributing to trends like buy-now, pay-later services and increased personal debt. Meanwhile, brands and institutions are encouraged to address this shift by fostering optimism and helping individuals regain a sense of control over their future.
With global challenges such as climate change, geopolitical conflicts, and economic inequality amplifying uncertainty, the study suggests that businesses and governments should create spaces for self-expression and encourage collective action to shape a more hopeful future.
