Insight on Coaching

Coaching for Kababayan: Insight on the Fil-Am Community

Season 5, Episode 7 - Air Date: May 5th, 2008

Audio File - Length 54:03, File Size - 24.7 MB

Filipino Americans (Fil-Ams) make up the second largest Asian population in the United States, with most in major urban cities in California (both Northern and Southern), New York, Washington and Hawaii.

Fil-Ams also have some of the highest educational attainment rates in the country and, compared to other Asian American groups, also have the highest median household incomes.

But this group is also widely known as “the invisible minority” – why is that? And what issues are important to Fil-Ams?

How can big business better reach and understand this influential minority group, and what role are coaches playing in working with and for Fil-Am audiences?n


  • Bruce Daniels: Personal Life Coach, Renaissance Life Coaching
  • Terence Elumba: Founder and CEO, PhilFortune Media Group
  • Joel Jacinto: Executive Director, Search to Involve Pilipino Americans
  • Alma Kern: National Chair, National Federation of Filipino American Association
  • Tristan de la Rosa: Executive Coach and Founder and President, Banyan Way


According to the 2000 United States Census, the Filipino-American (Fil-Am) community is the second largest Asian American group in the United States, with over 2.4 million people identifying their ancestry as Filipino, but speculated to be 4 million by many Filipino-American and Asian-American organizations.

However why have many Americans had limited exposure to this diverse and thriving community?

Many sources reference the Fil-Am community as one perceived by some as blending easily within American culture.  Diverse magazine cites “there are social misperceptions that Filipinos don’t have a distinct culture.” 

Popular website notes “The $57 billion buying power of Filipino Americans is underserved because of their invisibility to American society.”

Is the Fil-Am community an “invisible minority” within both Western culture and the workplace?

Why is this group under-represented within Corporate America and society today?

And how are coaches who specialize in working with Fil-Am audiences and teams helping to cultivate and grow leaders within this group?

Our panel of experts address these questions and more.

Highlights of the show include:

  • An overview of the overall Filipino-American community.
  • A discussion about the typical beliefs, culture, and values within the Filipino-American community.
  • The perception of the Filipino-American community as an “invisible minority.”
  • How unique characteristics specific to the Filipino-American cultural group translate within the business world and society.
  • How coaching Filipino-Americans can be distinctive from other groups.
  • The work coaches are doing in helping Fil-Am and non-Fil Am employees alike in uncovering their own paradigms and limiting beliefs.

This podcast is part of the Insight on Coaching series. For additional information, visit the Insight on Coaching Home Page.