Angel Martinez is a culture writer and content strategist based in Manila, Philippines. She recently finished a one-year fellowship at Kontinentalist, an award-winning editorial studio that tells data stories about Asia. Today, she writes about the internet, identity, and their intersections for publications like 

. When she’s not knee-deep in the written word, you can find her crying over the New Year’s Eve scene from 

and cafe-hopping in pursuit of the perfect Spanish latté.

People are reconsidering what possessions mean to them 

Ownership Reset

People are drawn to honesty and integrity in the post-truth era

Radical Transparency 

People are refusing to accept purpose-washing

Assertive Audiences

People are operating with a heightened perception of value

Critical Spenders

People expect products and services that feel made for them

Personal Worlds

People expect brands to rise to society’s challenges

Shared Values

People are recognising the urgency of global environmental measures 

Sustainable Solutions

Dave Centeno is an associate professor of marketing at the Cesar EA Virata School of Business, University of the Philippines, and a visiting professor at Hong Kong Baptist University. He works on research issues in consumer behavior, advertising and celebrity endorsements, consumer financial behavior, and cultural strategy. He obtained his PhD (Marketing) from City University of Hong Kong and his master’s and bachelor’s degrees (magna cum laude) from the University of the Philippines.

Philippines

Sustainability

Citizenship

Shopping

Home and Relationships

Home and garden

Bloomberg

BusinessWorld

SunStar

Bilyonaryo Business News

Adobo Magazine

BusinessMirror

Manila Bulletin

Manila Standard

Interview with Dr Dave Centeno conducted by the author

WARC

PhilSTAR Life

Philstar Lifestyle

Spot

GMA Network

Inquirer Business

Ipsos

Twilio

Vero ASEAN

In 2021, IKEA opened its largest branch in the world, right in the heart of Metro Manila. Despite reeling from the effects of the pandemic, its successful run is a masterclass in how brands can capture the tastes of the minimalist, sustainability-minded Filipino homeowner.