Trust among Filipinos is undergoing a significant shift, moving away from purely emotional connections toward a new paradigm grounded on facts, evidence and rational thinking, according to HAVAS Ortega’s latest Prosumer Report.
The white paper, titled “Rebuilding Trust in a World of Misinformation and Disinformation,” highlighted findings from its study of Filipino prosumers representing 15 percent to 20 percent of the population who are early adopters of new media, trends, attitudes, beliefs and technologies and who significantly influence mainstream trends.
The report found that trust is rapidly eroding, with 74 percent of Filipino Prosumers expressing growing skepticism toward traditional institutions, including government and religious organizations. Despite declining trust levels, 93 percent of the prosumers affirmed that mutual trust remains critical for national progress and societal harmony.
Trust in Philippine society has largely been based on emotional ties and shared cultural experiences. However, with the rise of misinformation, disinformation and AI-generated content, this emotional foundation is becoming increasingly unreliable.
Nearly a third (35 percent) of Filipino prosumers now doubt the existence of objective truth, highlighting a significant philosophical shift toward skepticism.
The white paper revealed a promising countertrend. Filipinos, especially the younger generations, are beginning to place a premium on intellectual rigor and verifiable evidence.
About 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.
“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 chief executive 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,” he said.
The white paper urged all stakeholders – government leaders, educational institutions, civil society, media outlets and brands – to actively promote information literacy, transparent communication and evidence-based practices.
Brands, in particular, should embrace transparency and factual integrity to remain relevant and trustworthy in this evolving context, it said.
The report said brands need to go beyond mere promises to the actual provision of objective evidence and even third-party accreditation to elicit trust from their consumers.
“Brands have a unique opportunity – and responsibility – to become pillars of trust,” added Mr. Ortega. “By championing truth, transparency, and critical thinking, brands can help reshape societal norms and rebuild trust at every level,” it said.
The study called on leaders across all sectors to work together in cultivating a culture of critical, analytical and reasoned thinking. It said collective action is essential to overcoming misinformation and establishing a resilient foundation of trust for the future of the Philippines.
