Connections built more or purely on emotions are no longer viable in forging trust among Filipinos, who are now more inclined to rely on evidence, and rational thinking, according to HAVAS Ortega’s latest Prosumer Report.
This is what the white paper, titled “Rebuilding Trust in a World of Misinformation and Disinformation,” highlights from its study of Filipino Prosumers – the 15 to 20 percent of the Filipino population who are early adopters of new media, trends, attitudes and beliefs, and technologies, who significantly influence mainstream trends.
“We are seeing the beginnings of a new trust paradigm – one built not just on feelings, but also on facts and rational scrutiny,” said Jos Ortega, Chairman and CEO of HAVAS Ortega. “However, this shift cannot occur in isolation. To fully realize 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,” he added. “By championing truth, transparency, and critical thinking, brands can help reshape societal norms and rebuild trust at every level.”
The white paper shows that 74 percent of Filipino Prosumers have a growing skepticism toward traditional institutions, including government and religious organizations. Yet, even with declining trust levels, 93 percent of the Prosumers affirm that mutual trust remains critical for national progress and societal harmony.
Historically, trust in Philippine society has largely been based on emotional ties and shared cultural experiences. However, with the rise of misinformation, disinformation, and content generated by artificial intelligence, this emotional foundation is becoming increasingly unreliable. This, as nearly one-third (35 percent) of Filipino Prosumers now doubt the existence of objective truth, highlighting a significant philosophical shift toward skepticism.
The white paper reveals a countertrend, or Filipinos, especially younger generations, are beginning to place a premium on intellectual rigor and verifiable evidence. Approximately 77 percent of Filipino Prosumers now indicate greater trust toward those with high educational attainment and proven expertise. Furthermore, nine out of ten Filipino Prosumers trust brands significantly more when they back their claims with scientific evidence.
It also calls on leaders across all sectors to work together in cultivating a culture of critical, analytical, and reasoned thinking, concluding that that collective action is essential to overcoming misinformation and establishing a resilient foundation of trust for the future of the Philippines.
