There was a time when ambition meant flying out—either to Manila, abroad, or to some imagined center of opportunity. But the times have changed. And the center, it seems, is confidently shifting closer to home.
Iloilo is no longer just a charming province with a proud heritage and graceful people. It has become an emerging hub of commerce, culture, and creativity. Our streets are busier. Our communities are more connected. And, perhaps most tellingly, our local demand is outpacing our local supply. Sa kadamo sang kinahanglanon, kulang kita sang naga-supply. That is both a challenge and an invitation.
We need more Ilonggos not just seeking jobs—but creating them.
A New Kind of Future
The job market we know today will look very different tomorrow. We’ve already seen it in the aftermath of the pandemic. Now, with the acceleration of artificial intelligence, automation, and global outsourcing, we are facing a transition more profound than any we’ve experienced before.
But amid this disruption is an opportunity. Instead of waiting for employment to come to us, we can start building what our community needs—ourselves.
Entrepreneurship is no longer just for the rich or well-connected. It’s a viable, even necessary path for everyday Ilonggos—especially those with grit, creativity, and a strong sense of place. You don’t need to start big. You just need to start where you are, with what you know, and with what you can give.
The Market Is Here
Here’s something many still underestimate: Iloilo is a market that moves. The presence of national and international brands expanding here is proof. Why would they come if there was no money here? Why would they invest if there was no strong consumer base?
We cannot let outsiders be the only ones to benefit from Iloilo’s growth. Local needs should be met by local solutions. Our people need local producers, local manufacturers, local service providers who understand the nuances of our culture, our tastes, and our needs. The more we build from here, the more sustainable—and equitable—our growth will be.
Empowerment Starts at the Roots
To get there, we need the entire ecosystem to work together.
Government agencies like DTI, LEDIP, and DOST already provide training, mentorship, and tools for aspiring entrepreneurs. They offer free resources that many Ilonggos still don’t know they can access. Municipal LGUs can also do more: they can help link farmers and microenterprises to markets, encourage cooperatives, and partner with rural banks to make capital more accessible.
Schools, too, must shift their mindset—from producing workers to cultivating builders. We must teach not just how to get hired, but how to hire. We must inspire not just the dream of escaping poverty, but the power of designing prosperity right where we are.
A Call to Stay and Build
There is no shame in working elsewhere—many of our families thrive because of the hard work of Ilonggo OFWs and professionals in Manila. But there is also power in staying. There is fulfilling dignity in choosing to build something where your roots already run deep.
Iloilo needs its best minds, kindest hearts, and most driven souls to stay and plant seeds. The best time to start may have been years ago, but the second-best time is today. This is not just about starting a business. It’s about reclaiming our role in shaping our community’s future.
If you’ve ever dreamed of starting something, of solving a local problem, or of creating something beautiful and useful for your own town or city—this is your sign.
The future isn’t far away. It’s here, waiting to be built.
Padayon kita, mga Ilonggo.
Ken Lerona is a marketing and branding leader with over 20 years of experience. He conducts talks and workshops for private and government organizations and consults on innovation and reputational risk management. Connect with him on LinkedIn at www.linkedin.com/in/kenlerona.
