Philippines – Filipino prosumers’ trust towards traditional institutions is significantly declining due to misinformation, according to a report from HAVAS Ortega. The report covers findings from Filipino prosumers, who represent 15-20% of the population as the early adopters of trends and technologies, influencing mainstream attitudes.
HAVAS Ortega’s report shows how Filipino prosumers’ trust paradigm is significantly transforming, moving away from purely emotional connections towards factual thinking.
The report found an erosion of trust, with 74% of Filipino prosumers expressing growing skepticism towards traditional institutions, including government and religious organisations. Due to the rise of misinformation, disinformation, and AI-generated content, 35% of Filipino prosumers now doubt the existence of objective truth.
Despite this decline in trust, 93% of these prosumers affirm that mutual trust is essential for national progress and societal harmony.
While trust in Philippine society has largely been based on emotional ties and shared cultural experiences, the younger generations are beginning to prioritise intellect and evidence. Approximately 77% of Filipino prosumers now show greater trust in individuals with high educational attainment and proven expertise.
Additionally, nine out of ten Filipino prosumers trust brands more when their claims are supported by scientific evidence.
The report encourages leaders and institutions to promote information literacy, transparent communication, and evidence-based practices. Brands are specifically called upon to be transparent and uphold factual integrity.
Jos Ortega, chairman and CEO of HAVAS Ortega, said, “We are seeing the beginnings of a new trust paradigm – one built not just on feelings, but also on facts and rational scrutiny. However, this shift cannot occur in isolation. To fully realise this new trust landscape, it is essential that government, educational institutions, media, and the private sector collectively foster and actively nurture critical thinking among Filipinos.”
“Brands have a unique opportunity – and responsibility – to become pillars of trust. By championing truth, transparency, and critical thinking, brands can help reshape societal norms and rebuild trust at every level,” Ortega added.
