HAVAS Ortega Releases Latest Prosumer Report on Trust
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”, highlights findings from its study of Filipino Prosumers – the 15-20% of the Filipino population who are early adopters of new media, trends, attitudes and beliefs, and technologies, who significantly influence mainstream trends.
Alarmingly, trust is rapidly eroding, with 74% of Filipino Prosumers expressing growing skepticism towards traditional institutions, including government and religious organizations. Yet, despite declining trust levels, 93% of these 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 AI-generated content, this emotional foundation is becoming increasingly unreliable. Nearly one-third (35%) of Filipino Prosumers now doubt the existence of objective truth, highlighting a significant philosophical shift towards skepticism.
The white paper reveals a promising countertrend, however: Filipinos, especially younger generations, are beginning to place a premium on intellectual rigor and verifiable evidence. Approximately 77% of Filipino Prosumers now indicate greater trust towards 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 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.”
The white paper urges 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, must embrace transparency and factual integrity to remain relevant and trustworthy in this evolving context – they will need to go beyond mere promises to the actual provision of objective evidence and even third-party accreditation to be able 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.”
The study calls on leaders across all sectors to work together in cultivating a culture of critical, analytical, and reasoned thinking. It concludes that collective action is essential to overcoming misinformation and establishing a resilient foundation of trust for the future of the Philippines.
