Corporate ‘Bayanihan’: From nice to necessary
Bayan. Bayani. Bayanihan.” (Country. Hero. Communal Unity.)
These three words capture the heart of the Filipino identity—and they rang loud and clear at the Points of Light Global Gathering 2025, hosted by local affiliate Hands On Manila in the very country where this spirit was born.
In a world grappling with division and disconnection, historian Professor Ambeth Ocampo opened the gathering with a powerful reminder: the Filipino soul is rooted in collective effort. Where others may idolize individual heroism, we thrive through bayanihan—that beautiful tradition of neighbors lifting a house together, of communities rising as one.
That message resonated deeply with the 50 executive leaders from 37 organizations across Asia, Europe, the Americas and the Middle East who came together for this landmark event. The theme, “Bayanihan & Corporate Impact: Promoting Volunteerism for Better Business,” was more than just a title—it was a declaration.
Once considered optional, corporate volunteerism is now a game changer. The gathering’s keynote panels made it clear: volunteering is no longer a “nice-to-have.” It’s a business imperative.
In one powerful discussion on why volunteerism is good for business, leaders from JP Morgan Chase Philippines, London Stock Exchange Group (LSEG) and Project Pearls echoed a common belief: that giving back builds stronger teams and sharper brands. It boosts company culture and keeps teams engaged.
These companies also shared heartwarming stories about how the personal lives of the volunteers themselves have changed, how they developed a deep sense of well-being through service.
The numbers prove them right. According to JobStreet’s 2024 Employee Job Happiness Index, nine out of 10 Filipino job seekers prefer employers who commit to social good. In an era of talent wars, purpose is a decisive edge.
“We aim to make socioeconomic opportunities inclusive for all Filipinos,” said Jose Wilson Tajonera of LSEG. “We do this by encouraging our employees to get involved—and create sustainable impact.”
Another panel featuring how corporations embed a culture of service into their DNA, Zendesk Philippines, Inchcape Digital and the Ayala Foundation spotlighted a shift from one-day outreach programs to long-term, skills-based engagement. They are now beginning to measure impact in terms of participation, but are now also tracking results in terms of real change.
Think legal clinics, financial coaching, mentoring—real value delivered by real experts.
“CSR (corporate social responsibility) isn’t a checkbox,” said Blanca Doria of Zendesk. “It strengthens teams, lifts morale, and transforms communities.”
And it’s working.
It’s no longer about charity
Hands On Manila’s main goal is to mobilize the private sector to address critical social, educational, environmental, health and livelihood needs through volunteer action. By harnessing the collective strength of volunteers, individuals and businesses alike, we develop a generosity of spirit that drives meaningful change across various sectors.
The foundation brings to the Philippines an alternative and innovative model of volunteering. It believes that volunteer action is a powerful force for creating change. It envisions a community where people contribute their time, talent and resources for sustainable development.
Since 2001, the foundation has mobilized over 68,000 volunteers and recorded more than 540,000 hours of service in partnership with over 50 companies. It is the go-to organization for companies looking to develop bespoke volunteer programs for employees. It assists companies in defining their advocacies, codesigning meaningful volunteer programs and executing them from start to finish. It empowers companies to develop their own programs and activities that contribute to nation-building. Whether painting public school walls, planting urban gardens, or teaching job readiness, the spirit of bayanihan is no relic—it’s a living, breathing force.
Jennifer Sirangelo, president and CEO of Points of Light, captured it best: “Volunteering has long been seen as optional. It’s time to shift that mindset. Volunteerism is a powerful, often untapped resource that drives real change.”
Hands On Manila stands at the forefront of this global movement, proving that corporate social responsibility isn’t a side project—it’s a core strategy.
Collaboration is key—when companies, nongovernment organizations and government agencies team up, impact multiplies. The success of the foundation is rooted in the spirit of bayanihan—we do not simply act as individuals; we come together to create something greater than ourselves.
Today, bayanihan means more than carrying a neighbor’s house. It means carrying hope. It means businesses and communities locking arms. It means a workforce not just driven by profit, but by purpose.
It’s no longer about charity. It’s about partnership. Progress. Empowerment.
Bayanihan isn’t just tradition—it’s transformation.
And in a time of uncertainty and rapid change, it’s not just nice. It’s necessary.
Let’s keep that spirit alive—together.
The author is member of the Education Committee and the Trade, Investments and Tourism Committee of Management Association of the Philippines. She is also the president and co-founder of Hands On Manila and senior vice president of Far Eastern University. Feedback at map@map.org.ph and grm@feu.edu.ph.
