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Study: “Engaged” Filipino Youth Demanding Brand Authenticity

Filipina Millennials and Gen Z are more attracted to brands whose advocacy aligns with their values, especially those that take an “authentic” stance on key issues such as the environment and health.

“In an age where there is a conflict between facts and misinformation, organizations must have a fundamental alignment between who their brand claims to be and who they really are. Authenticity will be the keystone for companies to respond 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 therefore urged to focus on meeting the needs of their consumers, who expect them to be socially conscious and concerned.

That’s according to a study by FleishmanHillard and TRUE Global Intelligence, which noted that 18-24 year olds were the “top conversation drivers” in the last election.

“These pleas need to be creatively communicated to generate interest and conversation with the brand,” the study says.

Malay specifically noted that women and young people led online discussions, which showed their influence in shaping social media discourse.

Careful sharing of information

“The data showed us that these demographics were the most vocal in expressing concerns about fake news and deliberate misinformation on social media,” she said.

FleishmanHillard thus underlined the need for companies to be careful in sharing information on their social networks.

“At a time when facts and misinformation collide, companies must step up their own communications to ensure the accuracy of information in the public sphere,” the study says.

The report says this trend is set to continue, with TRUE Global chief executive Michael Rinaman stating that “young people have high expectations and express expectations related to social outcomes.”

The research used data from Twitter, YouTube, forums and blogs from April 12 to May 15 to generate insights.

—Tyrone Jasper C. Piad

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