Authenticity is Always in Season

Comm&Sense’s generational research, “Common Ground: Pinoy Voices in New Media,” reveals that when it comes to endorsements; authenticity, trustworthiness, and content quality matter far more to Filipino audiences than appearances. This study, which surveyed 800 Filipinos across Gen Z, Millennials, and Gen X (ages 16 to 58), emphasizes a universal truth: in a world of facades, realness resonates.

Breaking Down Generational Insights

The research highlights how generations prioritize substance over surface when evaluating endorsers. Across the board, the top three factors influencing audience trust in endorsers are:

1. Authenticity
   • Gen Z (M=2.17) and Millennials/Gen X (M=2.23) rank authenticity as a key factor, emphasizing the importance of endorsers staying true to themselves and their audience.
2. Trustworthiness
   • Trustworthiness takes a close second for Gen Z (M=2.31) and Millennials/Gen X (M=2.25). This suggests that Filipino audiences are more likely to support endorsers who are credible and genuine in their partnerships.
3. Content Quality
   • High-quality, meaningful content (M=3.49 for Gen Z and M=3.39 for Millennials/Gen X) solidifies an endorser’s value, proving that substance outshines superficiality.
     

Reputation: The Foundation of Trust

The research also highlights the importance of an endorser’s good reputation or image in building authenticity and trustworthiness. A well-regarded endorser can amplify a brand’s credibility, serving as a bridge between the audience and the message. When endorsers uphold values like integrity and sincerity, they strengthen the audience’s emotional connection to the brand.

Endorsers with positive public images are perceived as more authentic and trustworthy, giving them a unique ability to shape consumer perceptions and influence purchasing decisions. A tarnished reputation, on the other hand, can erode trust and detract from the brand’s message—regardless of the quality of content or relevance of the product.

Looks Don’t Sell—Values Do

Interestingly, while appearance and lifestyle still play a role, they are far less critical. Both Gen Z and Millennials/Gen X rated the appearance of the endorser as  the least influential, with mean scores of 7.19 and 7.20, respectively. This gap between appearance and core values like authenticity signals a shift towards valuing personality and principles over polish.

What This Means for Brands

1. Prioritize Genuine Connections

Audiences today are craving endorsers who speak from the heart. Whether it’s a Gen Z influencer advocating for sustainability or a Millennial endorser sharing real-life challenges, authenticity should be central to your campaigns.

2. Build Credibility Through Transparency

Trustworthiness grows when endorsers disclose partnerships and maintain ethical practices. Highlighting these values in campaigns can bridge generational divides and foster loyalty.

3. Deliver High-Quality Content

Content remains king. Ensure that your message is not only authentic but also polished and engaging. Combining these elements can elevate your brand’s credibility and relevance.

A Celebration of Realness

For Filipino audiences across generations, what truly captivates is not the exterior but the character behind it. By championing authenticity, trustworthiness, and meaningful content, brands can leave a lasting impression.

It’s not about the façade—it’s about what’s real. Because authenticity is always in style.