Manila, Philippines —Dentsu Philippines has identified a shift in Filipino consumer behaviour with its 2025 consumer and media trends report, stating that consumers are more empowered and value-driven with their choices.
According to the findings, Filipino consumers have moved from a period of pandemic-related caution and “vengeful shopping” to a state described as “choice fatigue”, driven by a cluttered media landscape. These inflationary pressures led consumers to make more considered decisions.
The report also noted that consumers are increasingly overwhelmed by options, skeptical of brands, and more protective of their personal time, finances, and data. As a result, brands are being challenged to earn attention and trust rather than simply maintaining a presence.
Roki Ferrer, head of data at Dentsu Philippines, commented, “We’re witnessing a seismic shift in consumer behaviors as Filipinos no longer just buy what is always in front of them. The new Filipino consumer is a discerning, curious, and authentic individual who is informed about global trends while staying interested in other cultures. The value of choice is now a complex behaviour that brands will need to unlock to truly engage with the consumers of today and tomorrow.”
The report also outlined six strategic “decision levers” that brands can use to connect with modern consumers, including:
- Embracing Dualism (Culture): Consumers are shown to be balancing a desire for overconsumption with a move towards intentional living. The report cites Dentsu CCS data, with 77% of consumers stating it is important to be rich and have expensive things, while 48% try to lead a minimalist lifestyle.
- Engaging Omnipresence (Channels): With 90% of Filipinos using the internet daily and 82% on social media every day, the report suggests brands must focus on the quality of engagement across all platforms to cut through the noise.
- Conclude to Include (Content): Filipino audiences are described as open and inclusive, with 97% willing to try new things and 66% appreciating unconventional approaches. The report advises that brands should reflect this in their content by genuinely representing diverse identities and experiences.
- Persuasive Personalization (Youth): Findings indicate that younger generations require relevance, with Gen Z valuing personal indulgence and Millennials placing importance on achievement and community..
- Smart Commercialisation (Commerce): Online shopping is widespread, driven by value and convenience. Data from Dentsu CCS shows a 199 index for preference towards buy-now-pay-later options and a 131 index for looking out for special offers. Trust, however, remains a key factor.
- Identity Integrity (Data): With 76% of consumers uncomfortable with app tracking and 47% expecting transparency from brands about data use, the report states that brands must adopt a privacy-first approach to build trust.
Ferrer also added, “Personalisation is essential, especially when tailored to the local context, but it also means little without respecting consumer privacy.”
He also noted that consumers are now more curious, cautious, and connected than ever, and that brands must move beyond gimmicks to earn consumer trust “through responsible innovation and a deep understanding of their evolving needs.”
Ferrer concluded, “In these times of uncertainty, brands that choose to listen and act with empathy stand a stronger chance of capturing market share. Creating value across different platforms and using data responsibly to enrich experiences, not just to drive transactions, will set you apart from the competitors.”
The report suggested that to stand out in a competitive environment, brands should rethink their strategies by balancing innovation with integrity and prioritising people over profit.
