Prosumer: A study reveals that Filipino consumer are redefining who and how to trust
Every day we are totally bombarded by
almost-boundless information and nearly-endless brand options and it is up to
you whether what we see or hear is the real thing.
Faced with this, 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. The communications firm further
emphasizes that there are implications that organizations should address if
they wish to remain relevant in this changed – and changing – landscape.
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. This 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. Eighty-six per cent
(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; and 53% believe brands trying to gain people’s trust are
insincere and looking only to make profit.
“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 interactions 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,” says Phil
Tiongson, Havas Ortega’s Head of Data & Analytics. “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,” he added.
Over 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: 63% tend to trust others
until there is proven reason not to. 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; and 65% trust journalistic sources
and experts over anonymous, non-by-lined articles or opinion pieces in blogs
and consumer-generated websites.
“What
all of these tell us is that in spite of the erosion of trust, humans are still
seeking trust – we just are looking to trust in a smaller group of experts more
now,” explains Tiongson.
The study reports more and more
Filipinos are taking it upon themselves to verify facts before forming their
opinions or making decisions. Ninety-eight (98%) of Filipino Prosumers
regularly check online information for accuracy and 84% make it a habit to learn
from different sources before taking a stand.
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; (59%) shows a human face
through employees as company ambassadors (61%); treats employees well (78%);
and admits and rectifies mistakes when they happen (71%). Companies that are
environmentally responsible and supports causes close to consumers’ hearts
(67%) are more likely to earn consumers’ trust.
The latest Prosumer Report
surveyed 9,447 respondents 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.
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