Report: 60% of Filipino prosumers say brand social campaigns are merely for optics

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In the Philippines, a growing wave of consumer scepticism is crashing into the marketing world. According to a prosumer report from Havas Ortega, "Building Trust in a World of Deception," 60% of Filipino prosumers said that social responsibility campaigns are nothing more than self-serving PR stunts.

They question the motives of brands engaging in social responsibility efforts, "believing these initiatives to be little more than profit-driven tactics rather than genuine commitments to public welfare," the report said.

Moreover, 57% of prosumers said they actively fact-check brands. They dig into claims, investigate track records, and weigh intent. They no longer take brand claims at face value, turning instead to search engines, reviews, social media, and increasingly, AI chatbots to verify the facts.

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"This shift highlights a growing consumer expectation for brands to be transparent about their products and even their internal processes and policies," the report added. Not just by brands, Filipino prosumers believe trust has also been eroded by institutions and government leaders - worn down by empty promises and performative gestures.

The message is blunt. Filipino prosumers are not buying the hype. In a crowded market, clarity cuts through - nearly half of Filipino prosumers (49%) expect brands to be digitally transparent - with data that's easy to find and open to scrutiny.

"Trust is broken," wrote Jos Ortega, chairman and CEO of Havas Ortega. "In a world saturated with noise and manipulation, people are sceptical by default. And rightfully so. Trust isn't given freely anymore; it's earned through radical transparency, follow-through, and a willingness to show up - even when it's uncomfortable. Brands that continue to fake it will be left behind. Those who rebuild trust with integrity and consistency will lead."

An overwhelming 93% said their trust in a brand rises when claims are backed by science - well above the global average. In a landscape crowded with noise and misinformation, evidence-based messaging helps brands cut through and earn credibility.

Scientific backing matters - but so do credible third-party stamps. Around 70% of Filipino prosumers said they trust certifications, labels, and external reviews as proof of quality. From environmental agencies to fair-trade bodies, these endorsements offer the kind of objectivity today's consumers demand.

In markets such as Europe, tools including Nutri-Score and Eco-Score simplify complex data into clear, colour-coded ratings - helping shoppers make faster, more confident choices, and rewarding brands that embrace transparency.

Inside voices matter. Employees and company leadership are seen as the most credible sources on brand behaviour, with the latter trusted by 40% of Filipino prosumers. Influencers, by contrast, have slipped - trusted by just 4%, down from 10% in 2018. Meanwhile, trust in independent journalists has climbed from 3% to 9% within the same period.

To build trust with Filipino prosumers, brands must balance hard proof with heart. Data-backed claims and visible impact appeal to logic, while authentic storytelling and community involvement forge emotional connection. Crucially, trust grows when brand values align with deeply held Filipino ideals such as pakikipagkapwa (fellowship with others), malasakit (genuine concern), and bayanihan (communal unity).

"Ultimately, brands must become more meaningful by offering tangible benefits to both individuals and society at large in order to succeed. In a challenging landscape, they have an opportunity to stand as pillars of trust and progress, providing the sense of reliability and community that people crave," the report said.

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