PreparedNationalby COVID-19 Resiliency Network (NCRN) FILIPINOSAUDIENCE PROFILE NATIONAL COVID-19 RESILIENCY NETWORK
10 Cities with the highest Filipino population:1 + Los Angeles + San Francisco + New York + Honolulu + San Diego + Las Vegas + Chicago + SanRiverside-Bernardino + Seattle
3.1%
Over 3.1% (689,700) of COVID-19 diagnoses are among Asian Americans.4
3.6%
Filipinos make up 1% (4.2M) of the nation’s total population and 18% of the Asian American population.1
Profile Summary
Filipinos make up 1% of the U.S. population and represent 18% of the Asian American population, making them the third-largest Asian immigrant group in the United States.1 This population has been disproportionately impacted by COVID-19, particularly in the healthcare sector, where Filipinos account for 80% of COVID-19 deaths among all healthcare workers.2 Filipino households are often multigenerational, and many Filipino families have one or more family members in a frontline health worker role, making these households at higher risk of COVID-19 exposure and transmission. Filipinos have also been impacted by food insecurity and the increased incidents of racism and violence against Asians and Asian Americans that have occurred because of the pandemic.
NCRN FilipinosPage 2 TABLE OF CONTENTS Click sections to access topics of interest. Profile COVID-19SummaryImpact on Filipinos COVID-19 Perceptions and Behaviors Trusted Sources and Influencers Health Behavior and Information Seeking Considerations for Messaging Language and Acculturation Proven EconomicGeographicStrategiesDataandEducation Implications Other Psychographic Data Characteristics and Cultural Understanding Media ReferencesHabits
Many Filipinos are bicultural, and a majority speak at least one official Filipino language in addition to English. They prefer to receive information from their local news channels and consider local and Federal government agencies trusted sources of information.3
Asian Americans make up over 3.6% (17,400) of U.S. COVID-19 deaths.4
We wish to thank the Philippine Nurses Association of America and the Philippine Nurses Association of America Foundation, Inc., for their contributions in the development of this document.
4.2M
COVID-19 Impact on Filipinos
While Filipinos make up 1% of the United States population, about 25% of Filipino working adults are considered frontline healthcare workers.6 Additionally, Filipinos represent 4% of the nursing workforce and make up nearly 30% of COVID-19 deaths among all nurses.7
Roughly 34% of Filipino households are multigenerational and include one or more frontline healthcare workers. Many of these households face higher risk of exposure and transmission of COVID-19 because physical distancing is a
challenge.6,8,9 Filipinos are also impacted by food insecurity. Recent studies show that as a result of the pandemic, many Filipinos do not have enough money to buy the food they need and have not received food assistance.10
In addition to occupational and structural impacts of COVID-19 on the Filipino community, the pandemic has brought increased incidents of racism, discrimination, and violence against Asians and Asian Americans. Since the start of the pandemic, many Asian Americans have experienced physical violence, racial slurs, and more. With more than 100 reports per day, these incidents have negatively impacted the well-being of Asian Americans. Eight percent of Filipinos have reported hate crimes, making them among the largest ethnic groups who have reported such crimes.11 As a result, Asian Americans have increased symptoms of depression, anxiety, and stress, which places them at a greater risk for long-term mental and physical health issues.12
NCRN Filipinos Page 3 TABLE OF CONTENTS Click sections to access topics of interest. Profile COVID-19SummaryImpact on Filipinos COVID-19 Perceptions and Behaviors Trusted Sources and Influencers Health Behavior and Information Seeking Considerations for Messaging Language and Acculturation Proven EconomicGeographicStrategiesDataandEducation Implications Other Psychographic Data Characteristics and Cultural Understanding Media ReferencesHabits
Filipinos in the United States have been disproportionately impacted by COVID-19. In California, for example, Filipinos make up 25% percent of the Asian American population but account for 30% of COVID-19 deaths among Asian Americans in the state. Filipinos also account for 80% of deaths among California healthcare workers.2 In Hawaii, Filipinos make up 16% of the population yet account for 23% of all COVID-19 deaths.5
+ Organizations (local, state, regional, national). Colleges and universities, community-based organizations, and clinics are trusted sources of information among the focus group participants.
TABLE OF CONTENTS Click sections to access topics of interest. Profile COVID-19SummaryImpact on Filipinos COVID-19 Perceptions and Behaviors Trusted Sources and Influencers Health Behavior and Information Seeking Considerations for Messaging Language and Acculturation Proven EconomicGeographicStrategiesDataandEducation
+ Religion and faith leaders. A significant number of Filipinos in the United States are greatly influenced by religion. Religion plays a major role in maintaining and improving spiritual, emotional, social, and psychological well-being. In addition to religion, faith leaders are considered trusted sources of information in the Filipino community.16,17
+ Medical and public health professionals. Filipinos seek information and advice from healthcare professionals such as doctors and nurses. These professionals are held in high esteem by community members as experts in the field.16
Other Psychographic Data Characteristics and Cultural Understanding Media
+ Recent studies show that Filipinos are more concerned about COVID-19 vaccine safety and side effects compared to other Asian groups.13,14 However, evidence shows that Filipinos have more confidence in the vaccine’s safety and effectiveness than other non-Asian groups.15
+ According to one survey, many Filipinos planned to get the vaccine once it became available.15 In fact, most Morehouse School of Medicine focus group participants had received the COVID vaccine and noted several reasons for getting the vaccine, including feeling safer, having peace of mind, and being able to safely engage with family and friends.3
+ Family members. Family members, both immediate and extended, play a major role in information sharing. Older family members, specifically grandparents, are highly respected by other family members for their wealth of wisdom and experiences. They are often considered one of the main decision-makers in the home.16
Implications ReferencesHabits
COVID-19 Perceptions and Behaviors3
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Trusted Sources and Influencers3
+ In focus groups conducted by Morehouse School of Medicine, Filipino participants discussed their perceptions and experiences throughout the COVID-19 pandemic. Earlier in the pandemic, some focus group participants reported that they experienced barriers to getting tested, including scheduling conflicts and perceptions that the test would be uncomfortable. However, most participants received multiple COVID-19 tests during the past year. Several mentioned getting tested for work purposes and to protect their family members, especially elders, children, and individuals with underlying health conditions.
+ Government agencies (local, state, Federal). Filipino focus group participants mentioned that they seek and trust information from sources such as the Centers for Disease Control and Prevention (CDC), National Institutes of Health (NIH), state health departments, and local government agencies.
+ Focus group participants expressed a preference for receiving information via local and national television news channels such as ABC, NBC, and Filipino channels, as well as radio stations. They also use websites to seek information.
+ Participants shared that they trust and are more likely to retrieve health information from local government organizations, state health departments, and Federal agencies like CDC and NIH.
Health Behavior and Information Seeking 3
Considerations for Messaging3
+ Religion. Faith serves as a pillar of support in the Filipino community. In difficult times, faith-based beliefs and practices give individuals hope for life and a way to cope with stress.17
+ Family and friends. The presence of family and friends provides a source of strength during challenging times like the pandemic. This presence makes individuals feel loved, protected, and socially established.17 interest. on Filipinos ReferencesHabits
Profile COVID-19SummaryImpact
TABLE OF CONTENTS Click sections to access topics of
+ Technology. Participants stated that elders, along with other members of the Filipino community, experience limitations in their proficiency with and access to technology.
+ Skepticism and misinformation. Filipino focus group participants expressed uncertainty regarding the safety and effectiveness of the COVID-19 vaccine. They also mentioned a knowledge gap about accurate vaccination information, specifically among Filipino elders.
+ Cultural tailoring. According to focus group participants, messages should be tailored to the Filipino audience. This includes ensuring that materials are properly translated or adapted using plain language and have visuals that resonate with first-generation Filipinos and elders.
COVID-19 Perceptions and Behaviors Trusted Sources and Influencers Health Behavior and Information Seeking Considerations for Messaging Language and Acculturation Proven EconomicGeographicStrategiesDataandEducation Implications Other Psychographic Data Characteristics and Cultural Understanding Media
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Language and Acculturation
+ Many Filipinos are bicultural, meaning they have successfully undergone acculturation while maintaining their cultural heritage.22
Other Psychographic Data Characteristics and Cultural Understanding Media
+ While many Filipinos can speak English, many older adults prefer to speak in their native language, especially when sick or in stressful situations.19
+ Community partnership. Collaborating with local organizations that directly serve the Filipino community is an effective strategy for sharing COVID-19 information.
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Proven Strategies3
+ Bilingual messages. Disseminating information in various languages and visual formats is effective in reaching Filipinos of various ages.
TABLE OF CONTENTS Click sections to access topics of interest. Profile COVID-19SummaryImpact on Filipinos COVID-19 Perceptions and Behaviors Trusted Sources and Influencers Health Behavior and Information Seeking Considerations for Messaging Language and Acculturation Proven EconomicGeographicStrategiesDataandEducation
+ Reliable data. It is important that data and information used in messaging are retrieved from trusted organizations, like local and state health departments, for it to be considered reliable.
+ In 2019, 84% of all Filipinos ages 5 and older in the United States were English proficient.1 This is likely due to their long history in the United States.
+ The majority of Filipinos speak at least one official language out of 183 languages spoken in the Philippines.18 The main official languages spoken are Tagalog, Cebuano, Ilokano, Hiligaynon/Ilonggo, Waray, Bikolano, Pangasinense, and Kapampangan.16
+ In 2018, approximately 16% of Filipinos spoke only English at home.1
+ Media outlets. Websites, social media, and television have all been used to successfully share COVID-19 messaging with the Filipino audience.
+ Leveraging community venues for in-person outreach. According to focus group participants, sharing COVID-19 information with the Filipino community in person at local restaurants and grocery stores is an effective way to disseminate messages to Filipino audiences.
+ Highly accultured Filipinos are more likely to access and use screening services to help maintain good health. Filipinos who are less accultured tend to rely more on traditional medicine and health practices to help maintain good health.19
+ Cultural adaptation. Incorporating Filipino culture and using members from the Asian medical community as messengers is key to effectively disseminating COVID-19 messages. This also includes incorporating concepts around members of the Filipino community caring for each other.
+ Filipinos tend to retain their cultural identity while being exposed to American mainstream culture in their communities, schools, jobs, and through mass media.20 Filipinos who are more accultured often speak English more fluently compared to those who are less accultured.21
Implications ReferencesHabits
Filipinos have had a long history in the United States. Following the Spanish-American War of 1898, Spain surrendered the Philippines to the United States in the Treaty of Paris, making the Philippines a U.S. territory. The Philippines was granted independence from the United States in 1946.23
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Almost half of the Asian population in the United States (45%) lives in the West. The top 10 metropolitan areas with the largest Filipino population are:
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In 2018, the greater Los Angeles area, San Francisco, and New York accounted for 31% of all Filipinos in the United States.1
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Los Angeles San Diego Seattle San Francisco Las Vegas San Jose New York Chicago Honolulu Riverside-San Bernardino
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TABLE OF CONTENTS Click sections to access topics of interest. Profile COVID-19SummaryImpact on Filipinos COVID-19 Perceptions and Behaviors Trusted Sources and Influencers Health Behavior and Information Seeking Considerations for Messaging Language and Acculturation Proven EconomicGeographicStrategiesDataandEducation Implications Other Psychographic Data Characteristics and Cultural Understanding Media
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The Filipino population has increased eightfold since 1980, when there were 501,000 Filipino immigrants in the United States. Between 1990 and 2010, the Philippines was the second-largest country of origin for immigrants and in 2018 was the fourth-largest origin country in the United States after Mexico, India, and China.1 By 2055, Asian immigrants are projected to be the largest immigrant group in the United States, surpassing the Hispanic/Latino immigrant population.24 ReferencesHabits
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Geographic Data9
In the United States, the Filipino population nearly doubled between 2000 and 2019 from 2.3 million to 4.3 million. The United States is home to the largest number of Filipinos living abroad, and this population makes up 18% of all Asian Americans, representing the third-largest Asian immigrant group in the United States.
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In 2019, 78% of Filipinos in the United States ages 25 and older had some college education or higher compared to 62% of all Americans. However, the number of foreign-born Filipinos with a bachelor’s degree (41%) surpassed that of U.S.-born Filipinos with a bachelor’s degree (31%), according to the Pew Research Center.9
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Filipino immigrants are more likely to be employed in management, business, science, and arts occupations compared to other immigrants but are also more likely to be in service occupations than native-born populations—84% of working-class Filipinos in the United States are in the service industry.1,25 Additionally, there is a high representation of Filipinos in essential industries, especially healthcare.26
In 2019, before the pandemic, the unemployment rate for Filipinos in the United States was 4%, the same for all Asian Americans but higher than the national unemployment rate for that year (3.5%).9,28 Within the Filipino population, unemployment rates were higher in U.S.-born Filipinos (5%) than foreign-born Filipinos (3%). Similarly, poverty rates for Filipinos in the United States were higher in the U.S.-born population as well. The rate of U.S.-born Filipinos experiencing poverty was 7% in 2019, while the rate for foreign-born Filipinos was 6% and the rate for all Filipinos in the United States was 7%.9
Implications
Economic and Education Implications
TABLE OF CONTENTS Click sections to access topics of interest. Profile COVID-19SummaryImpact on Filipinos COVID-19 Perceptions and Behaviors Trusted Sources and Influencers Health Behavior and Information Seeking Considerations for Messaging Language and Acculturation Proven EconomicGeographicStrategiesDataandEducation
The fear and racism experienced by Asian Americans during the COVID-19 pandemic, combined with business shutdowns, also caused detrimental economic effects for Asian Americans. Businesses owned by Asian Americans were some of the first to see declines in business. Furthermore, Asian American unemployment rates increased by more than 450% from February to June 2020, more than any other racial group experienced.27
The median annual household income for all Filipinos in the United States in 2019 was $90,400, higher than that of U.S.-born Filipinos ($87,000) but lower than that of foreign-born Filipinos ($93,200).9 The majority of Filipinos (61%) own their own homes.
Other Psychographic Data Characteristics and Cultural Understanding Media ReferencesHabits
In 2018, Filipino immigrants accounted for the largest share—28%—of immigrant registered nurses.1 Despite only accounting for 4% of all registered nurses in the United States, Filipino nurses represent 30% of COVID-19 related deaths among all registered nurses.7 As with many frontline-working communities, the increased exposure and risk of COVID-19 has caused disproportionate health and financial consequences.
Overall, the rate of insurance coverage in the Filipino population in the United States is high. Only 11% are uninsured and 78.8% are insured with private companies, according to the Census Bureau’s American Community Survey.29,30 Filipinos are at an increased risk of having high blood pressure, diabetes, and specific respiratory issues, such as asthma, and are vulnerable to health and economic complications during the COVID-19 pandemic, with the uninsured being at a greater risk for both.31
TABLE OF CONTENTS Click sections to access topics of interest. Profile COVID-19SummaryImpact on Filipinos COVID-19 Perceptions and Behaviors Trusted Sources and Influencers Health Behavior and Information Seeking Considerations for Messaging Language and Acculturation Proven EconomicGeographicStrategiesDataandEducation Implications Other Psychographic Data Characteristics and Cultural Understanding Media ReferencesHabits
+ Filipinos’ spending decisions can be correlated with their level of acculturation. Those who are not fully acculturated practice safe spending by considering website security, privacy, and functionality, in addition to product quality, price, and brand.22
+ In 2018, Filipinos had a total purchasing power of $146 billion.34
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Other Psychographic Data
+ In many cases, Filipino consumers are influenced by family, friends, and colleagues.33
+ Filipinos tend to be vocal with feedback for products and services they consume. Most agree that whenever they buy something online that they like, they share it with their peers.33
+ Many Filipinos prefer online shopping because consumers are able to access products from all over Asia. This provides a cultural connection not otherwise provided in physical stores.32
TABLE OF CONTENTS Click sections to access topics of interest. Profile COVID-19SummaryImpact on Filipinos COVID-19 Perceptions and Behaviors Trusted Sources and Influencers Health Behavior and Information Seeking Considerations for Messaging Language and Acculturation Proven EconomicGeographicStrategiesDataandEducation Implications Other Psychographic Data Characteristics and Cultural Understanding Media ReferencesHabits
+ The median age of Filipinos in the United States as of 2019 is 36.9 In 2018, the median age was 51, which made them older than the greater foreign-born and U.S.-born populations; 24% of Filipino immigrants were 65 or older compared to 16% for foreign- and U.S.-born populations.1
Characteristics and Cultural Understanding
+ In the Filipino community, elders are individuals ages 60 and older.16
+ There are two strongly held beliefs in the Filipino culture related to saving face: hiya and amor propio Hiya is related to shame arising from losing face and explains why some individuals find it hard to ask questions or request further explanation. Amor propio is associated with the desire to be socially accepted. Both can be barriers to seeking health services or any service indicating that the individual could not overcome a problem themselves.16,35
+ Most Filipino immigrants are Christian (Roman Catholic and Protestant), and their religion heavily influences their well-being. They are very involved in church-activities and believe that “health is a blessing: a grace that comes from faith in the Divine,” which is why seeking medical attention and praying go hand in hand.16
+ The Filipino culture is strongly rooted in family and groups. Pakikisama is the belief that when an individual belongs to a group, the individual is dedicated to pleasing the group, and kapwa is the belief that the self is not distinguished from others. Although these beliefs reinforce the importance of familial connection and kinship, the pressure of upholding them can be detrimental to personal aspects of life such as mental health and the ability to seek support.35
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+ Focus group participants stated that in the United States, generations of Filipinos are interconnected. The youth and young adults have an essential role in the care and services for elders.3
+ The Filipino culture cherishes extended family, and many live in multigenerational homes.16,36 In 2019, 34% of Filipinos lived in a multigenerational home, but there are more foreign-born Filipinos (39%) living in multigenerational households than U.S.-born Filipinos (29%).9 During the COVID-19 pandemic, this has become a risk factor because isolation and social distancing are more difficult.
+ Usually, elders visit the doctor with their children, who speak on their behalf. This is not to say elders in this community lack autonomy; some just prefer to discuss their health with someone familiar rather than a health professional.16
+ Because Filipinos are so connected, the overall reach of internet-connected devices among them is higher than among the general public.
+ Focus group participants (ages 18 to over 65) stated they preferred receiving information through local and national news channels (such as NBC, ABC, and Filipino channels) and radio stations. Less than half of them used social media, but if they did, they corroborated the information with government websites.3
Media Habits
TABLE OF CONTENTS Click sections to access topics of interest. Profile COVID-19SummaryImpact on Filipinos COVID-19 Perceptions and Behaviors Trusted Sources and Influencers Health Behavior and Information Seeking Considerations for Messaging Language and Acculturation Proven EconomicGeographicStrategiesDataandEducation Implications Other Psychographic Data Characteristics and Cultural Understanding Media ReferencesHabits
+ A comparison of digital technology usage among Filipinos, Hispanics, Koreans, and whites found that Filipinos were consistently ranked first or second as the most prolific users of smartphones, iPads/tablets, email, mobile apps, and social media platforms (e.g., Facebook).37
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20. Dela Cruz FA, Yu CH, Vindua KI. The factor structure of a short acculturation scale for Filipino Americans in an adult U.S.-born sample. J Community Psychol. 2018;46(5), 535–550.
35. Chan CD, Litam S. Mental health equity of Filipino communities in COVID-19: A framework for practice and advocacy. The Professional Counselor. 2021;11(1):73–85.
2. NYU Center for the Study of Asian American Health. Exhibit 1—Asian American COVID-19 Experience. May 11, 2021.
4. Demographic Trends of COVID-19 Cases and Deaths in the U.S. Reported to CDC. Centers for Disease Control and Prevention. Accessed November 19, 2021.
5. Hawaii COVID-19 Data State of Hawai’i Department of Health, Disease Outbreak Control Division. Accessed November 18, 2021.
1. Gallardo LH, Batalova J. Filipino immigrants in the United States. Migration Policy Institute. July 15, 2020.
13. Ta Park V, Dougan M, Meyer O, et al. Differences in COVID-19 vaccine concerns among Asian Americans and Pacific Islanders: The COMPASS Survey. J Racial Ethn Health Disparities. 2021;1–13.
6. Oronce CIA, Adia AC, Ponce NA. U.S. health care relies on Filipinxs while ignoring their health needs: Disguised disparities and the COVID-19 pandemic. JAMA Health Forum. 2021;2(7):e211489.
27. Dang E, Huang S, Kwok A, et al. COVID-19 and advancing Asian American recovery. McKinsey & Company. August 6, 2020.
26. Constante A. Filipino Americans have been hit hard By COVID-19, but the available data masks the impact. Center for Health Journalism. December 7, 2020.
14. COMPASS: COVID-19 Effects on the Mental and Physical Health of Asian American & Pacific Islanders Survey Study. COVID-19 & the Asian American and Pacific Islander Communities: Brief report from the COMPASS Survey. Accessed November 18, 2021.
3. National COVID-19 Resiliency Network Report on Filipinos In-Depth Interviews and Focus Groups. Morehouse School of Medicine.
15. Belcher C. Brilliant Corners Research & Strategies. Establishing vaccine safety: Understanding disparate racial experiences during COVID and driving positive attitudes towards vaccination. March 2021.
25. Filipino Migrant Center. What is the Filipino-American agenda? Updated March 21, 2021.
10. Rummo PE, Naik R, Thorpe LE, Yi SS. Changes in diet and food shopping behaviors among Asian-American adults due to COVID-19. Obes Sci Pract. 2021;7(3):307–320.
31. Bulosan Center for Filipinx Studies. COVID-19 and the Filipino American community. March 30, 2020.
36. Wong T. Little noticed, Filipino Americans are dying of COVID-19 at an alarming rate. Los Angeles Times. July 21, 2020.
22. Mabayo RP. Online decision-making styles and modes of acculturation: Influences on the filipino-american consumers’ pre-purchase behavior (Order No. 10287945). 2017. Available from ProQuest Central; ProQuest Dissertations & Theses A&I; ProQuest Dissertations & Theses Global. (1928950425).
8. Selden TM, Berdahl TA. COVID-19 and racial/ethnic disparities in health risk, employment, and household composition. Health Affairs. 2020;39(9): 1624–1632.
References
11. Croucher SM, Nguyen T, Rahmani D. Prejudice toward Asian Americans in the COVID-19 pandemic: The effects of social media use in the United States Front Commun. 2020;5:39.
19. Dela Cruz MT, Periyakoil VJ. Health and health care of Filipino American older adults. In Periyakoil VS, eds. eCampus Geriatrics. Stanford, CA: 2010.
7. National Nurses United. Sins of omission: How government failures to track COVID-19 data have led to more than 3,200 health care worker deaths and jeopardize public health. March 2021.
21. Choi Y, Park M, Lee JP, et al. Explicating acculturation strategies among Asian American youth: Subtypes and correlates across Filipino and Korean Americans. J Youth Adolesc. 2018;47:2181–2205.
28. Edwards R, Smith SM. Job market remains tight in 2019, as the unemployment rate falls to its lowest level since 1969. U.S. Bureau of Labor Statistics Monthly Labor Review. April 2020.
29. Pastor C. Filipino Americans value health insurance, rank high in coverage. Make the Road New York. May 3, 2013.
32. Siap L. Filipino Americans play a big role in the U.S. consumerism. December 18, 2019.
34. Minority Markets Have $3.9 Trillion Buying Power. University of Georgia. March 21, 2019.
9. Budiman A. Filipinos in the U.S. Fact Sheet. Pew Research Center. April 29, 2021.
16. Filipino Community. Seniorscouncil.net. Accessed November 18, 2021.
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17. Bayod R. Help seeking behavior of young Filipinos amidst pandemic: The case of Cor Jesu College students. Eubios Journal of Asian and International Bioethics. 2020;30(8).
18. Koyfman S. What language is spoken in the Philippines? Babbel Magazine. July 31, 2019.
23. Milestones: 1899–1913. Office of the Historian. https://history.state.gov/milestones/1899-1913/foreword
33. Ambreen A. Report: How Asian Americans consume media. SmartBrief January 30, 2017.
12. Saw A, Yellow Horse AJ, Jeung R. Stop AAPI Hate mental health report. Accessed November 18, 2021.
24. Budiman A. Key findings about U.S. immigrants. Pew Research Center. August 20, 2020.
30. Profile: Asian Americans. Office of Minority Health, U.S. Department of Health and Human Services. Updated October 12, 2021. Accessed November 19, 2021.
37. Bender MS, Santos GM, Villaneuva C, Arai S. Development of a mobile phone-based weight loss lifestyle intervention for Filipino Americans with type 2 diabetes: Protocol and early results from the PilAm go4health randomized controlled trial. JMIR Res Protoc. 2016;5(3):e178.