Where do South East Asian Gen Z find meaning?
REPORT
14 May 2026
Where do South East Asian Gen Z find meaning?

Southeast Asian Gen Z are driving change through social media and protests, beckoning brands to align with their values. With high corruption in the region and a desire for change, Gen Z is now using their purchasing power to demand accountability, favouring ethical, inclusive and authentic brands.

Analysis

author

AV

Adrienne Vijandre

Adrienne Vijandre is a Magna Cum Laude graduate of De La Salle University-Manila with a bachelor’s degree in psychology. As a researcher and aspiring psychologist, recurring themes in her works include the metaphysics of language, the lived experiences of LGBTQ+ individuals from religious and cult backgrounds, and trauma-informed care. Her research portfolio extends into human sexuality, with her undergraduate thesis investigating the role of BDSM as a site for reclaiming agency and processing trauma, which was nominated for Gold Thesis and presented in the National Convention of the Psychological Association of the Philippines. Beyond clinical interests, she actively investigates global consumer behaviour.

expert

MD

Macky Del Rosario

Macky Del Rosario is a public relations professional with 12 years of experience shaping corporate reputation and stakeholder trust. Throughout his career, he has designed and implemented communications strategies that have established and elevated institutions’ reputations, strengthened stakeholder trust and driven impact. His experience goes beyond the Philippines, including PR work in Vietnam. Outside his corporate career, he is also a part-time lecturer at Ateneo de Manila University.

expert

AM

Ahmed Meandahawi

Dr Ahmed N.Y. Meandahawi is an adjunct professor in the Department of Financial Management at the Ramon V. del Rosario College of Business, De La Salle University-Manila. He has more than two decades of experience in higher education, with expertise in finance, economics, Islamic finance, financial technology, business research, curriculum development, and academic leadership. His teaching portfolio includes undergraduate and graduate courses in financial management, financial economics, Islamic finance, business research, research methods, and thesis writing. His scholarship focuses on financial technology, development economics, financial inclusion, digital money, ESG and sustainability, and digital transformation in education. He is co-author of Essentials of Developmental Economics with Michael P. Todaro and Stephen C. Smith, and a contributing author to Business Resilience and Sustainability: AIM-DLSU Case Folio 2025. Dr Meandahawi has held academic leadership roles involving graduate studies, curriculum redesign, accreditation, faculty development, and technology-enhanced learning. He has received Outstanding Faculty honours from De La Salle University and has been featured in Harvard Business Publishing Education’s Faculty Lounge.