MANILA – It seems that Filipinas are having a hard time looking for someone to emulate in the local entertainment industry.
According to the “Filipina Next” survey released by global marketing communications brand J. Walter Thompson (JWT), a whopping 76% of Pinay respondents consider today’s female celebrities in the country as “too superficial.”
Only 15% credited a female role model in media for pushing them to leave an abusive relationship, while 98% stressed the importance of having strong and substantial women in television and film.
Meanwhile, 94% of Pinay respondents said women in general should step up and serve as mentors to young girls.
When asked who they consider their top female role models, three names popped up: Senator Miriam Defensor Santiago, Mother Teresa, and Tony Award winner Lea Salonga.
“Our study shows that Filipinas want to be mentored and to mentor. Hence, JWT Philippines is introducing a new internship program specifically for women called ‘Babaelang: A tribe of women for women.’ Through this, we hope to raise the next Filipina giants in advertising, marketing and communications,” said Golda Roldan, managing director of JWT Philippines.
The “Filipina Next” survey covers Pinays across socioeconomic classes and between the ages of 18 and 70.
It is an offshoot of the company’s “Female Tribes” study, which involved 4,300 participants from the United States, China, United Kingdom, Brazil, Saudi Arabia, Russia, India, Australia and South Africa. It covered topics such as money, career, sex and religion, among others.