The report, “The Filipino Family,“ maps six distinct household structures and details how each navigates priorities, spending, and tough trade-offs.
Based on a survey of 1,515 families representing 6,387 individuals, the study argues that the Philippine market cannot be understood through the lens of an individual buyer. Instead, families function as interconnected units where decisions—big or small—are shaped by shared responsibilities and collective aspirations.
“The family is the core economic system of the Philippines,” said Anthony Oundjian, managing director and senior partner at BCG Manila. “Businesses tend to design for individual consumers, but Filipino families decide together. This is the disconnect—and also the opportunity.”
Six family structures, six ways of making decisions
BCG’s research highlights how household composition directly shapes financial behavior, priorities, and pain points. The report outlines six major family structures, each with distinct patterns:
One parent shoulders the full financial load, while the other manages the home. Decisions are practical, cautious, and often stress-driven.
Both partners work and practice toka-toka—dividing responsibilities based on who has time and capacity. Decision-making is highly collaborative.
Time becomes the most scarce resource. Every decision—from expenses to childcare—is carefully weighed to stretch both hours and income.
With fewer obligations, DINKs enjoy financial flexibility. They invest in experiences, pets, and lifestyle conveniences, but still consult each other closely.
The middle generation supports children and aging parents simultaneously. Decisions revolve around balancing competing needs and managing financial pressure across three generations.
Grandparents, aunts, uncles, and cousins all share roles. Resources and responsibilities are pooled, but the complexity increases—requiring consensus across multiple adults.
“These are not mere demographic labels,” explained Julian Cua, managing director and partner at BCG Manila. “Each structure behaves like a distinct economic unit. A product that resonates with a sandwich family will not resonate the same way with an extended household.”
Why individual-focused products often fall short
The study shows that most Filipino homes make decisions collectively, whether choosing groceries, saving for emergencies, or buying major appliances.
Even traditional gender roles, though still present, are evolving within collaborative processes—where consulting one another is seen as an expression of care.
Yet, the marketplace remains designed around the notion of a single decision-maker. Banking apps assume one account holder.
Insurance products offer individual plans with “dependents,” rather than true household coverage. Even marketing campaigns speak to solo buyers—not family coalitions.
“Filipino households are collaborative ecosystems,” Cua said. “But products continue to assume isolated, individual decision-making. This mismatch is where businesses are losing relevance.”
OFWs prove distance doesn’t break decision-making
Despite being miles away, Overseas Filipino Workers (OFWs) remain central to family decisions.
More than half stay actively involved in major choices and often contribute the bulk of household income. Yet most financial and e-commerce platforms fail to support this distributed, cross-border decision model.
A call for ‘family-first’ design
BCG urges companies and policymakers to redesign offerings with households—not individuals—as the primary consumer. This means:
“This is not about changing Filipino families,” said Lance Katigbak, BCG principal. “It’s about changing systems so they work the way families actually live.” —Ed:Corrie S. Narisma
