MANILA, PHILIPPINES – In its newly released white paper, “Rebuilding Trust in a World of Misinformation and Disinformation,” communications and media agency HAVAS Ortega presents an analysis of how Filipino Prosumers are rethinking trust. Prosumers, defined as the forward-thinking 15-20% of the population who often shape mainstream trends are at the forefront of this cognitive and cultural shift.
The study reveals that traditional trust anchors are rapidly deteriorating. A striking 74% of Filipino Prosumers now express skepticism toward long-standing institutions such as government bodies and religious organizations. This erosion, however, has not undermined the perceived value of trust itself. An overwhelming 93% still believe that mutual trust is vital for societal harmony and national progress.
For generations, trust in the Philippines has been largely emotional, built on personal relationships and cultural affinity. Today, that foundation is under siege. In an era where algorithmic influence and false narratives abound, Filipino Prosumers are becoming more wary, with 35% admitting to doubts about the very concept of objective truth.
Yet amidst this crisis emerges a hopeful transformation: the rise of rational, evidence-based trust. The report finds that 77% of Prosumers now place more trust in individuals with strong educational backgrounds and verified expertise. Equally telling is the finding that 90% of Prosumers are more inclined to trust brands that substantiate their claims with scientific evidence and transparent data.
“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.
