THE Philippine Marketing Association (PMA), in partnership with Synergy Market Research + Strategic Consulting And YouGovhosted the Sustainability and AI Symposium at Seda Hotel Manila Bay, Paranaque City. The event explored the impact of sustainability and artificial intelligence (AI) on marketing strategies and practices.
One of the central themes 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 a growing acceptance of AI technologies. Additionally, 69% of respondents expressed a preference for brands that prioritize sustainability, highlighting the growing consumer demand for environmentally friendly business practices.
The survey also revealed generational differences in knowledge of AI and sustainability. While 90% of Filipinos are familiar with these concepts, only 40% are fully familiar with them. Gen Z demonstrated the highest level of understanding, while baby boomers showed the least understanding. Despite these differences, 92% of respondents expressed willingness to adopt AI-based solutions for sustainability, and 93% expressed interest in participating in programs that promote these efforts.
“The intersection of sustainability and AI is still new, but consumers are seeing benefits. This is particularly relevant to solving environmental problems. The question of innovation or thinking is: How can we help consumers save on costs while preserving the planet? We can explore ideas on how to save water or conserve energy,” said Germaine Reyes, CEO and founder of Synergy Market Research + Strategic Consultancy, and research director of the Philippine Marketing Association.
“The intersection between sustainability and AI is still emerging, but consumers already recognize its benefits, particularly in addressing environmental challenges,” said Germaine Reyes, CEO and Founder of Synergy Market Research + Strategic Consultancy and Director of Research at PMA. “The key question is: how can we help consumers reduce their costs while preserving the planet? There is a need to explore ideas on how to conserve resources such as water and energy.”
The symposium featured a keynote address by Hiyasmin Neri-Soyao, PMA’s Director of Public Relations and Communications and CEO of Shoppertainment Live. Kathy Mercado, CPM, PMA’s President and Vice President of Sales and Marketing at Newport World Resorts, highlighted the importance of responsible and ethical practices in advancing sustainability, calling for collaborative efforts to leverage AI for a sustainable future.
His Excellency Dodo Sudradjat, Deputy Chief of Mission of the Embassy of the Republic of Indonesia, provided a regional perspective, highlighting ASEAN’s role in promoting security and prosperity. Jeffrey Lucero, Head of Investor Relations at Aseana Holdings, Inc., discussed sustainable development through their 5-star BERDE building, Parqal, showing how sustainability principles can drive operational success.
Pak Hermawan Kartajaya, Founder of the Asia Marketing Federation, delivered the keynote address, exploring the potential of AI to revolutionize sustainable marketing practices. Kartajaya, known for his collaboration with Philip Kotler, reiterated that “sustainability is about meeting the needs of the present without compromising future generations.” He introduced the concept of “value 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 improving brand reputation.
The symposium concluded with a networking session, encouraging attendees to build collaborations and promote innovative marketing practices. The event, co-presented by Synergy Market Research + Strategic Consultancy and supported by renowned 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, highlighted PMA’s commitment to shaping the future of marketing by advancing sustainable and AI-driven initiatives.
