Younger people are starting to trade late nights and alcohol for something less destructive. A healthier lifestyle now carries more appeal than hangovers and empty wallets. Rising “sin” taxes and growing awareness around wellness have pushed many to cut back on drinking.
The fact that cardio does not require much gear and effort to start makes it an accessible option for people who want to have healthier choices. Especially here in Cebu, we have been known as the booming running capital, and also pretty much heard of the dancing, and cycling scene.
According to NielsenIQ, 42% of Filipinos say they are drinking less. That is well above the 30 percent average across Asia-Pacific. Other countries show similar patterns; Australia sits at 34% while New Zealand is at 38%.
Higher prices and stronger health messaging play a role but the bigger driver is mindset. Younger generations are wiser of how they spend their time and money.
Luckily, running events in Cebu are the grandest movement we can get into. SM2SM Run even maxed out to 15,000 participants this year. Even online things feel different. Feeds used to be all about nights out and now it is routes, progress, small wins.
Clubbing still hits some people. It is not going anywhere but it is no longer the default. For a lot of people, cardio just fits better. It gives you the same sense of connection, just without the cost and heavy feeling the next day.