"These trends in trust are in line with global prosumer attitudes and behavior and these trends are a far cry from the optimism the digital world engendered a decade ago. We used to believe that the digital medium would be a bridge to others and a bridge to reliable, timely, and accurate information. Today, we no longer are sure and are questioning the trust that we give to these digital media channels. This trend is also effusing into the non-digital media world; We are beginning to see that Filipino Prosumers are beginning to be less trusting of the world around them, in general. This is a problem because trust is the glue that holds societies and communities together. Trust is also the medium that facilitates all interaction and relationships, personal and commercial; with this erosion in trust, we could be seeing a fundamental shift in the way we relate with one another not just digitally but also in real life. On a more positive note, we are also seeing that Filipinos still want to trust in trust: Filipinos still want to believe that her/his neighbors and society in general is worth trusting in. There is promise there. What all of these tell us is that in spite of the erosion of trust, humans are still seeking trust we ust are looking to trust in a smaller group of experts more now." ~Phil Tingson, Havas Ortega's Head of Data & Analytics
Staying competitive in today's faster, more globalized, and more collaborative markets requires a keen understanding of the forces that drive ideas, products, and services from the unknown to the mainstream. Consumers who are first to try what's new and are relied upon by their circles for recommendations and opinions. But the big question is can we still trust what we see and hear?
Last April 24, 2019, at Romulo Cafe, Havas Ortega reveals a new report on Filipino consumers redefining on who and how to trust. Last August 2018, Havas Ortega rolled out their first data sharing with media on the Emerging Shifts in Filipino Consumption Mindsets. Havas Ortega is very happy and delighted with the turnout that their agency will continue to share relevant information that every Filipino may find useful. With the Head of Data & Analytics, Phil Tiongson presents The Pinoy Prosumer Perspective on the Future of Trust shared the attitude of Filipino Prosumers when it comes to trust. Considering that the world we are living in is information-rich and they can travel at the speed of the click.
Trust is the glue and the medium that facilitates social and financial transactions. A great country is one where there is inherent trust amongst its citizens.
The Pinoy Prosumer Report on The Future of Trust reveals that while digital media and online social networks were earlier seen as crucial trust-building catalysts upon their inception, fake news, paid trolls, unethical and gameable algorithms, and bad e-commerce experiences are making Filipinos extra selective about what they see, hear, discover, and trust not just in the digital realm but also in real life.
90% of Filipino prosumers consider themselves as the first person they know to try the newest things.
The erosion of trust is evidenced by major findings among Filipino Prosumers, an influential set of consumers the firm has been studying for over a decade.
80% are actively engaged in pop culture news, music, film, literature, blogs. 67% see their social media posts being shared or re-posted by others.
94% Trust is the cornerstone of society. It is a glue that holds communities and the catalyst that allows the smooth flow of social and even commercial - transactions in our society.
96% a sign that a country is doing great is when people within it trust one another.
86% of Prosumers feel trust is now a rare value and worry about the loss of reliable leaders.
65% worry that Filipinos no longer trust each other.
57% find it dishonest, inauthentic, and annoying when people they follow on social media advertise products.
53% believe brands trying to gain people's trust are insincere and looking only to make a profit.
There are also institutions that Filipinos would trust more over others: the science community over the religious community when it comes to telling the truth; lawyers over NGOs and activists in protecting individual rights and liberties; the courts and legal system over fellow citizens in moral and legal issues.
63% tend to trust others until there is proven reason not to.
90% of Filipino Prosumers still believe trust to be the cornerstone of society and an indicator of a country's quality of life. It shows in the behavior as well.
65% trust journalistic sources and experts over anonymous, non-by-lined articles or opinion pieces in blogs and consumer-generated websites.
98% of Filipino Prosumers regularly check online information for accuracy.
84% make it a habit to learn from different sources before taking a stand.
The study reports more and more Filipinos are taking it upon themselves to verify facts before forming their opinions or making decisions.
In an age of almost boundless information and nearly-endless brand options, Filipinos are beginning to be more critical of the choices that they make and the brands and entities that they put their trust in. This is the key revelation of a new study shared by the Havas Ortega Group.
59% shows a human face through employees as company ambassadors.
There are 9,447 respondents from the latest Prosumer Report survey both men and women across different age groups in 27 countries in 2018. The Philippines has been included in the worldwide study since 2016, with 250 Filipino respondents last year.
In this emerging era of selectivity, organizations and brands are urged to connect through their vision, humanity, and values. Filipino Prosumers are more likely to trust a brand or company that is innovative and shares a clear view of the future.