The Decline of Traditional Filipino Values Across Generations: A Basis for Values Revitalization Plan

Abstract

This study examined the extent to which traditional Filipino values—specifically Bayanihan (community cooperation), Pakikisama (social harmony), Utang na loob (debt of gratitude), and Hiya (sense of propriety)—were practiced across four generational cohorts (Baby Boomers, Generation X, Generation Y, and Generation Z) in the Municipality of Tayug, Pangasinan, Philippines. A descriptive-comparative research design was employed with 421 respondents. CHAID classification tree analysis and MANOVA were used to identify socio-demographic predictors and assess generational differences. Results revealed that Bayanihan experienced the most pronounced generational decline, with Baby Boomers showing significantly stronger practice than younger cohorts. Utang na loob exhibited moderate generational differences, while Pakikisama and Hiya demonstrated remarkable resilience across all cohorts. Multivariate analysis (Pillai's Trace = 0.120, F(4, 414) = 4.334, p = .000) confirmed a statistically significant overall effect of generational cohort on the combined practice of traditional Filipino values. Among socio-demographic predictors, only generational cohort and religion emerged as statistically significant. These findings indicate that while some traditional Filipino values are being reinterpreted rather than abandoned—particularly among Generation Z, who express bayanihan digitally and pakikisama online—others, especially bayanihan, are experiencing genuine generational decline. A Values Revitalization Program is proposed to sustain these cultural practices within academic institutions, communities, and across generational groups.