Deserve Ko ‘To

May 16, 2025

We love to say it.

We laugh when we say it.

We say it to justify one-click checkouts, spontaneous staycations, and overpriced milk tea.

DESERVE KO ‘TO.

But behind the phrase is something much bigger than a joke.

It’s a buying mindset. And it runs deep, especially among younger Filipino consumers.

“Deserve ko ‘to” is more than just a playful excuse to spend. It’s a micro moment of reward.

A self-justified decision that happens quietly and often unplanned that is shaping how people buy.

These aren’t considered purchases, they’re felt triggered by payday highs, long week burnout, quiet wins, or even small emotional dips.

It’s the mindset that turns a milk tea into a celebration, a trip into a reward, or a cart checkout into a quick serotonin boost.

As marketers, the instinct is often to ask, “How do we tap into that?” But that question assumes we’ll know exactly when that emotional window opens 

We won’t. And we don’t need to.

BUILD FOR RECALL, NOT REACTION

You can't time your brand perfectly with every “deserve ko ‘to” moment. But you can be the one they think of when it hits.

That’s the difference between chasing attention and earning it. The consumer isn’t waiting for the best discount or the perfect creative,they’re moving based on emotion. So when that moment comes, the question becomes: Do they remember you? Do they feel something when they see your brand? Have you shown up enough, with enough consistency and relevance, for them to reach for you in that moment of indulgence?

The “deserve ko ‘to” mindset is rooted in real, recurring behavior, and it’s growing, especially in younger, more emotionally-driven segments.

They're buying to feel good about what they’ve worked for, sacrificed, or survived. It’s emotional validation in the form of shopping. 

The logic goes like this:

I had a stressful week

I got paid today

I made it through the month

I need a little win

Deserve ko ‘to

The consumer isn’t asking “Do I need this?”, they’re asking “Do I want to feel better right now?”

“Is this something I can call a win for myself?”

When a purchase is emotionally driven, logic-based marketing won’t connect. It isn’t to be louder or more frequent, it’s to be more intentional. More consistent in tone, in presence, and in how your brand makes people feel, even when they’re not in buying mode yet. Because by the time they are, it’s too late to introduce yourself.

YOU WON’T ALWAYS KNOW WHEN SOMEONE IS ABOUT TO CLICK “ADD TO CART.”

But you can shape whether your brand is the one they’re thinking of when they do. 

“Deserve ko ‘to” is a personal moment.

But how does your brand earn a place in it? That’s a strategic one.

At ThinkTwice, we help brands build for memory, not just reach.

So when the moment comes, you’re not just there.

You’re the first one they reach for.

🔗 Visit www.think2xmarketing.com to learn more.