Congrats for the first W@WCON by @weddingsatwork!
It was an honor to share my knowledge with the wedding industry community. I’m deeply humbled by those who personally came up to say thank you and shared how much they learned from my talk. I honestly didn’t expect it to resonate the way it did—especially since it took a lot of research, insights, and personal reflections to distill everything into a single keynote. Maraming salamat! 
Here’s an excerpt from my talk:
From ‘Awesome’ to ‘Sigma’ — Decoding the Gen X, Millennial & Gen Z Filipino Consumer.
As 2025 marks a cultural tipping point, learn how to stay relevant in the Sigma Generation: anti-trend, quietly confident, globally minded, and built for the future.
GENERATIONS
Gen X (born 1965-1980)
- Independent and Adaptable: Grew up with both traditional and digital media.
- Tech-Literate, but not early adopters: They are comfortable with technology
but not always the first to embrace new platforms. - Value Authenticity and Responsive Customer Service: Appreciate brands that are genuine and reliable.
- Marketing Strategies: Focus on authenticity, responsive customer service, and clear, concise messaging.
- Brand Loyalty: May be more brand loyal than younger generations.
Millennials (born 1981-1996)
- Tech-Savvy, but not as native: While they’ve embraced technology, they also remember a pre-internet era.
- Value Experiences: Prioritize experiences over possessions and are drawn to brands that align with their values.
- Socially Conscious: Like Gen Z, they are influenced by a brand’s social and environmental impact.
- Seek Personalization: Respond well to personalized content and customer service.
- Marketing Strategies: Emphasize transparency, ethical sourcing, long-term value, and personalized content.
Gen Z (born 1997-2012)
- Digital Natives: Grew up with social media, prioritize authenticity, and are heavily influenced by user-generated content and influencers.
- Visual Content: Prefer short-form video content and engaging visuals on platforms like TikTok and Instagram.
- Financial Savvy: More financially cautious due to growing up during economic volatility.
- Socially Conscious: Support brands with a strong social or environmental purpose.
- Marketing Strategies: Focus on short, engaging video content, influencer marketing, user-generated content, and authenticity.
2025
The Philippines is now in a demographic sweet spot, with a median age of just 25.
We are poised for the next wave of storytellers, beginning in 2025 and beyond.
The Fourth Turning’s Crisis phase is expected to climax around 2025, marked by a major war or a fundamental reset of institutions—ushering in the First Turning that follows.
In 2025, we reached the peak of the WE sentiment—now, the pendulum begins to swing back toward the ME mindset.
SIGMA?
Becoming the Sigma in your market niche and community is essential in 2025 and beyond.
FINAL THOUGHTS
Many of you approached me about giving a similar talk to your own communities or consulting on how to best navigate the next wave starting in 2025 and beyond.
Feel free to reach out—my heart is with the small and medium businesses out there. We need to thrive and succeed so we can drive meaningful economic growth for our country.
Live an Awesome Life with Christ,
Founder & Digital Creator, Our Awesome Planet
Disclosure: This article was written entirely by a human—reflecting my own biases, opinions, and insights—with grammar and clarity checked using AI assistance.
P.S. Salamat @janicecvillanueva , @jasonmagbanua and @racheljamiro for sharing your insights! 
P.P.S. Cute Sari-Sari Store concept for events from Cocktail Manila
The post W@WCON: 🚀 From ‘Awesome’ to ‘Sigma’ — Decoding the Gen X, Millennial & Gen Z Filipino Consumer. appeared first on Awesome! – Our Awesome Planet.
