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At the Philippine Marketing Association Symposium, experts revealed key trends in AI and sustainability that are set to transform marketing strategies. Learn about the innovations driving change in the industry.

PRESS RELEASE

Philippine Marketing Association Symposium Reveals Key Trends in AI and Sustainability for Marketing

MANILA, Philippines – The Philippine Marketing Association (PMA), in partnership with Synergy Market Research + Strategic Consultancy and YouGov, hosted the Sustainability and AI Symposium at Seda Hotel Manila Bay, Paranaque City. The event examined the impact of sustainability and artificial intelligence (AI) on marketing strategies and practices.

A central focus of the symposium was a survey conducted by Synergy Market Research + Strategic Consultancy and YouGov, which provided new insights into public attitudes toward AI and sustainability. According to the survey, 56% of Filipinos expect AI to play a major role in daily tasks in the near future, indicating increasing acceptance of AI technologies. Additionally, 69% of respondents expressed a preference for brands that prioritize sustainability, highlighting the rising consumer demand for environmentally responsible business practices.

The survey also revealed generational differences in familiarity with AI and sustainability. While 90% of Filipinos are aware of these concepts, only 40% are deeply familiar with them. Generation Z demonstrated the highest level of understanding, whereas Baby Boomers showed the least. Despite these differences, 92% of respondents expressed willingness to adopt AI-driven solutions for sustainability, and 93% showed interest in participating in programs that incentivize such efforts.

“The intersection between Sustainability and AI is still something new but there are perceived benefits that consumers are seeing.  This is especially in line with addressing environmental problems. Innovation question or ponderable:  how might we help consumers save on costs that also saves earth?  Can explore ideas on how to save water or conserve energy,” said Director Germaine Reyes, CEO and Founder of Synergy Market Research + Strategic Consultancy, Director for Research of the Philippine Marketing Association.

“The intersection of sustainability and AI is still emerging, but consumers are already recognizing its benefits, especially in addressing environmental challenges,” said Germaine Reyes, CEO and Founder of Synergy Market Research + Strategic Consultancy and PMA Director for Research. “The key question is: how can we help consumers save on costs while also saving the planet? There’s a need to explore ideas on how to conserve resources like water and energy.”

The symposium featured an opening address by Hiyasmin Neri-Soyao, PMA’s Director of PR and Communications and CEO of Shoppertainment Live. Kathy Mercado, CPM, President of PMA and VP of Sales and Marketing at Newport World Resorts, emphasized the importance of responsible and ethical practices in promoting sustainability, calling for collaborative efforts to leverage AI for a sustainable future.

His Excellency, Dodo Sudradjat, Deputy Chief Mission from the Embassy of the Republic of Indonesia, provided a regional perspective, highlighting ASEAN’s role in promoting security and prosperity. Jeffrey Lucero, Investor Relations Head at Aseana Holdings, Inc., discussed sustainable development through their 5-star BERDE building, Parqal, showcasing how sustainability principles can drive operational success.

Pak Hermawan Kartajaya, founder of the Asia Marketing Federation, delivered the keynote address, exploring AI’s potential to revolutionize sustainable marketing practices. Kartajaya, known for his collaboration with Philip Kotler, reiterated that “sustainability is meeting the needs of the present without compromising future generations”. He introduced the concept of “values for value”  practices, as outlined in his upcoming book, “Marketing 7.0: AI for Impact,” and cited a Bali hotel’s beach cleanup initiative as an example of ethical decision-making enhancing brand reputation.

The symposium concluded with a networking session,  encouraging attendees  to forge collaborations and drive innovative marketing practices. The event, co-presented by Synergy Market Research + Strategic Consultancy and supported by esteemed partners including Aseana City, Seda Hotel Manila Bay, and Newport World Resorts, Strategic Consumer and Media Incites Inc., Creative Voices, Philippine Business Coalition for Women Empowerment, Shoppertainment Live and Uniquecorn Strategies PR, highlighting PMA’s commitment to shaping the future of marketing through advancing sustainable and AI-driven initiatives.

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ABOUT PHILIPPINE MARKETING ASSOCIATION (PMA)

Founded in 1954, the Philippine Marketing Association (PMA) is the premier marketing association in the Philippines, dedicated to promoting excellence and ethics among marketing professionals. 

It  aims to promote and advance the marketing profession in the Philippines. It serves as a hub for marketing professionals, educators, and students, providing them with a platform for education, networking, and professional development.  PMA stands as a strong pillar of support and source of direction for marketers in the Philippines and across the region, pushing for excellence and unparalleled service to the marketing and business community.

PMA organizes various events, seminars, and training sessions focused on the latest marketing trends, strategies, and practices. It also advocates for ethical marketing standards and practices, aiming to enhance the integrity and growth of the marketing industry in the country. Through its initiatives, the PMA seeks to contribute to the professional growth of its members and the overall development of the marketing industry in the Philippines.

Website: https://philippinemarketing.org/

Conclusion

The Philippine Marketing Association Symposium has provided a crucial platform for unveiling significant trends in AI and sustainability that are poised to shape the future of marketing. By highlighting these key trends, the symposium offers valuable insights into how AI technologies and sustainable practices are transforming marketing strategies. As businesses and marketers adapt to these changes, the focus on innovation and responsible marketing practices will drive the industry forward. This event not only reflects the current evolution in marketing but also sets the stage for future advancements and trends in the field.

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Disclaimer

This article is for informational purposes only and does not constitute endorsement of any specific technologies or methodologies and financial advice or endorsement of any specific products or services.

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