Study: ‘Engaged’ Filipino youth requiring authenticity from brands
Filipino millennials and Gen Zs are more drawn to brands with advocacies in line with their values, specifically those with an “authentic” stance on key issues like environment and health.
“In an age where there is a conflict between facts and misinformation, organizations need to have a fundamental alignment of what their brand claims to be and what they really are. Authenticity will be the linchpin for businesses to address the expectations and concerns of an active and engaged audience,” said Anna Patricia Malay, senior vice president, partner and general manager of FleishmanHillard in Manila.
Businesses are thus urged to focus on catering to the needs of their consumers, who expect them to have social awareness and concern.
This is according to a study by FleishmanHillard and TRUE Global Intelligence, which noted that 18 to 24-year-olds were the “main conversation drivers” in the last elections.
“These advocacies need to be creatively communicated to drive up interest and conversation to the brand,” the study said.
Malay noted specifically that women and the youth have been driving discussions online, which showed their influence in shaping the social media discourse.
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“The data showed us that these demographics were the most vocal in expressing concerns about fake news and deliberate disinformation on social media,” she said.
Article continues after this advertisementFleishmanHillard thus stressed the need for companies to be careful with sharing information on their social media channels.
“In an era where facts and misinformation collide, businesses need to step up their own communications to ensure accuracy of information in the public sphere,” the study said.
The report said this trend was expected to continue, with TRUE Global managing director Michael Rinaman saying “youth have high expectations and are vocal about expectations related to social outcomes.”
The research used data from Twitter, YouTube, forums and blogs from April 12 to May 15 to generate insights.
