Consumer behavior in the Philippines continues to evolve. INQUIRER.net stock images
MANILA, Philippines – Filipino consumers are becoming more discerning and values-driven amid economic uncertainty and digital saturation, signaling a shift that could reshape how businesses design products, craft messaging and build long-term customer relationships in a more conscious market.
A study by Japanese international advertising and public relations firm Dentsu titled Dentsu Philippines 2025 Consumer and Media Trends Report identified six key shifts shaping consumer behavior.
“We’re witnessing a seismic shift in consumer behaviors as Filipinos no longer just buy what is always in front of them,” Dentsu Philippines Head of Data Roki Ferrer said in a statement.
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“The value of choice is now a complex behavior that brands will need to unlock to truly engage with the consumers of today and tomorrow,” he added.
The first trend highlights a growing tension between indulgence and minimalism, with 77 percent of respondents saying it’s important to be wealthy and own expensive items, while 48 percent also strive to lead a minimalist lifestyle and avoid unnecessary purchases.
The report also emphasized the need for brands to engage meaningfully across both digital and traditional platforms, noting that 90 percent of Filipinos use the internet daily and 82 percent are active on social media every day.
The third key trend highlights a strong demand for inclusive, authentic content, with 97 percent of Filipinos open to trying new things, 75 percent open to change, and 66 percent appreciative of unconventional approaches.
Another trend is the growing importance of personalized experiences for younger audiences, with Gen Zs scoring high on valuing personal indulgence, while Millennials score slightly higher on values such as achievement and community.
The report also highlighted a cautious but value-driven approach to online shopping, showing a high preference toward buy-now-pay-later options and special offers.
Lastly, the report notes growing concerns over data privacy, with 76 percent of respondents uncomfortable with apps tracking their activity and 47 percent expecting brands to be transparent about how their data is used.
