Philippine Marketing Association Champions Oneness Amid Shifting Market Realities

Standing L-R: Director for Memberships Francis Fabie, Director for Government & Consumer Affairs Myra Miranda, Director for GMM Lulu Dalisay-Tamayo, VP and Director for Chapters Jaana Abrogena, Director for Agora Awards Kimberly Lim, Director for Youth & Academe Sheilla Apostol, Director for Research Meann Cortez, EVP and Co-Director for NMC Cha Diaz, Director for PR & Corporate Communications Jelo Reyes-Reyes, PMA Past Presidents Gwen Albarracin, Yayu Javier & Sy Bryan Lato, and PMA Board Secretary and Director for Ways & Means Manny Rodil. Seated L-R: Immediate Past President and Director for International Affairs Cristy Llacer-Oreta, President Michelle Ballesteros, and Speakers: DepDev's Desiree Joy Narvaez, Reid Foundation's Prof. Ronilo Balbieran and SCMI's  Mark Pascual.  

The Philippine Marketing Association (PMA) gathered its members and industry leaders for its 2nd General Membership Meeting held last March at Hilton Manila Newport World Resorts in Pasay City, bringing into focus a shared direction for the industry as it navigates an evolving landscape.

Led by 2026 PMA Director for General Membership Meetings, Lulu Dalisay-Tamayo, the event anchored on the theme “One Vision: The State of Philippine Marketing 2026,” that moved beyond individual viewpoints and centered on a collective understanding of where the market stands today. At its core was a simple but timely idea: Oneness.

In a period where change continues to reshape industries, the discussion emphasized the value of alignment. The gathering reflected shared insights drawn from speakers from the Department of Economy, Planning, and Development (DepDev), REID Foundation, Inc. and Strategic Consumer and Media Incites (SCMI), reinforcing how collaboration remains essential in responding to shifting conditions.

The overall sentiment was clear. The market is not in decline, but in transition. Within that transition, the industry is finding greater clarity by moving together.

The meeting follows a dynamic start to the year for PMA, marked by leadership planning sessions, strategic collaborations, and sustained membership growth. During the 2nd General Membership Meeting, PMA also welcomed newly inducted members, including [Corporate] Excellence Appliance Technologies, Inc. (EXATECH), R.L. Food Corp., Radlink Philippines Corporation, Cavallino, Inc., Archadius Construction Corporation, and [Individual] Mony Romana of Believe, Joliber Caminong of Dr. Yang College, and Ia Lising of Ideatechs Packaging Corp. (Greenpak). These additions reflect the organization’s continued expansion across industries and disciplines.

Discussions during the session acknowledged the increasing complexity of today’s environment. Economic growth continues, though at a more measured pace. Shifts in public spending, external pressures, and evolving consumer behavior are influencing how businesses operate and make decisions.

At the same time, a more grounded perspective emerged. One that is shaped not only by data, but by how people live, spend, and adapt in their daily lives.

Top 10 Insights: Oneness Amidst Disruption

Key insights shared during the session include:

1. Unity brings clarity

  Aligned perspectives lead to stronger and more confident decisions.

2. The market is recalibrating

  Growth remains, but requires more thoughtful and adaptive strategies.

3. Consumers are more intentional

  Spending reflects real priorities shaped by everyday realities.

4. Daily life shapes demand

 Economic shifts are seen in routines, habits, and lifestyle choices.

5. Self-care has become essential

  Small rewards and wellness moments support emotional balance.

6. Value must be both practical and meaningful

  Brands need to deliver function alongside emotional relevance.

7. The market is increasingly segmented

 A single approach is no longer effective across all consumers.

8. Systems are interconnected

  Changes in cost, employment, and spending influence one another.

9. Insight and empathy matter more

  Understanding lived experiences strengthens brand connection.

10. Oneness builds resilience

  Collaboration enables industries to respond with greater strength.

Consumer behavior continues to evolve in meaningful ways. Households are becoming more deliberate, prioritizing essentials while still making space for small, everyday rewards. These patterns reflect a desire for balance, even in uncertain conditions.

This signals a more nuanced market, where brands are expected to go beyond messaging and deliver value that fits naturally into everyday life. From a broader perspective, the session reinforced a clear direction for the industry. Marketing today is no longer just about creativity. It is about connection, context, and shared understanding. When the industry moves as one, it becomes stronger, more responsive, and better positioned for growth.

Through initiatives such as its General Membership Meetings, PMA continues to provide a space for the industry to come together, exchange insights, and move forward with clarity, especially in moments that call for resilience.