KONINKLIJKE Philips N.V. (Royal Philips, commonly known as Philips) is targeting millennials in its global campaign to market the Dutch consumer electronics titan’s health products.
RJ Buenaventura, Philips Philippines Inc. personal-health sector commercial leader, said the local subsidiary is tasked to implement the program in the country.
With millennials comprising around 54 percent of the country’s 110 million population, Buenaventura said they want to tell Filipino millennials that the time to start getting healthy is now.
“Globally, Philips made a decision to focus on healthy living,” he told the BusinessMirror. “We want to be known as a health and well-being company. The company decided to on focus healthy living because it is now a concern of people around the world.”
Being heavy users of social media, Buenaventura said Philips is using platforms, such as Facebook and Youtube, to attract the millennials. Around 70 percent of the Filipino millennials are online.
Living currently in a fast-paced life, he noted the modern workers, particularly millennials, face complex day-to-day routines from home to work, leaving little time for wellness activities. Most people are so involved in their hectic schedules that they fail to maintain a balanced lifestyle, Buenaventura said. This is likely to be the reason staying healthy has become Filipinos’ No. 1 urgent concern today, he added, citing a Pulse Asia survey.
“Being healthy doesn’t happen overnight; if we want to be able to live a long a fulfilling life, we should start living healthy now,” Buenaventura said. “We are bringing healthy lifestyle innovations to more Filipino households and to make it easier for them to achieve healthy living.”
To help in targeting millennials, Philips introduced three advocates who would show the benefits of a healthy lifestyle, leading active lives even beyond their 60s.