What Businesses Can Learn from Millennials and Festivals

By Mikee Canaman

With about 7,107 islands, it’s not surprising that there are as many festivals in the Philippines. From the Sinulog in Cebu to the Kadayawan Festival in Davao City, Filipinos always have reasons to celebrate. Many of these festivals are religious in nature. However, there are also those that are commemorated for their historic or economic value.

One of the ways festival organizers have made these celebrations more meaningful and relevant in modern times is by using technology. Social media, mobile applications, and data management have made these traditional events closer to the hearts of millennials, one of the largest consumer markets today.

Aside from overtaking the workforce population, millennials (those born between 1981 and 1996) are driving the shift in areas like commerce and marketing. Inasmuch as they love drawing their own blueprints for their careers, they do the same when they go looking for new experiences.

Millennials love forming their own tribes and finding unique communities, where they can belong and express themselves freely. In fact, about 80 percent plan on spending more on ticketed events such as music or food festivals. That’s because they believe these to be what brings people together. No wonder 42 percent identify themselves to be global citizens, rather than just citizens of their own country.

This global mindset is what urged brands and decision-makers to step up their game. So if event organizers want to draw in the millennial crowd, not only should they try something new and refreshing, but they should also be in touch with today’s technology.

And perhaps nothing embodies this message better than the Dinagyang 2020, happening from January 10 to 26 in Iloilo City. With the theme “Perfect Vision: Celebrating the Ilonggo Spirit in Honor of Senior Santo Niño”, this festival has leveled-up to feature a 360-degree showcase, participative street dancing, live music, and the best of local cuisine. To make sure everyone has the best-personalized experience, Dinagyang 2020 has partnered with the Findr App as its official app partner in bringing millennials closer to things they enjoy. From the event highlights, side tours, pasalubong centers to the must-visit local food scene, festival revelers can refer to this local app.

Aside from Dinagyang 2020, don’t forget to sign up for the other amazing festivals in Iloilo City organized by the Iloilo Festivals Foundation, Inc. (IFFI). There’s the Paraw Regatta happening in the third week of February, as well as the colorful Kasadyahan festival to get excited about in August. Look forward to these awesome events and more when the Iloilo Festivals Foundation, Inc. launches its official website, www.iloilofestivals.com on January 18 at SM South Point.

 

Mikee Canaman is the Senior Manager of FutureSmart, an innovation firm committed to provide data-driven strategies and breakthrough technologies for organizations – private or government-led, to sustain relevance for the future. She is also the Vice Curator of the Iloilo Hub, part of the Global Shapers Community — an initiative of the World Economic Forum, shaping impact in innovation, education, and tourism.