Dentsu Philippines has released its 2025 Consumer and Media Trends Report, The Power of Choice, offering a deep dive into the evolving mindset of Filipino consumers. The report shows how the evolving economic landscape, digital acceleration, and identity-driven preferences are reshaping the marketing and media landscape in the Philippines.

Over the past three years, Filipino behavior has shifted from pandemic caution to revenge spending, and now to a phase of choice fatigue. With rising inflation and an overload of media and product options, consumers are skeptical of brands and more protective of their time, money, and data.

“We’re witnessing a seismic shift in consumer behaviors as Filipinos no longer just buy what is always in front of them,” said Roki Ferrer, Head of Data, dentsu Philippines.

“The new Filipino consumer is a discerning, curious and authentic individual who is informed about global trends while staying interested in other cultures. The value of choice is now a complex behaviour that brands will need to unlock to truly engage with the consumers of today and tomorrow.”

The 2025 report outlines six strategic “decision levers”:

Embrace Dualism (Culture)
Filipino consumers are navigating between the joy of overconsumption and the appeal of intentional living. According to Dentsu CCS, 77% say it’s important to be rich and have expensive things, yet 48% try to lead a minimalist lifestyle and avoid unnecessary purchases. Brands must resonate with both mindsets—offering indulgence and practicality without contradiction.

77% say it’s important to be rich and have expensive things, yet 48% try to lead a minimalist lifestyle and avoid unnecessary purchases.

Engaging Omnipresence (Channels)
In a media-rich environment, 90% of Filipinos use the internet daily and 82% use social media every day, showing strong digital engagement across generations. To break through the noise, brands must prioritize quality of engagement across both digital and traditional platforms, ensuring their presence adds value.

Conclude to Include (Content)
Filipino audiences are highly open and inclusive, with 97% saying they’re open to trying new things, 75% open to changing their ways, and 66% expressing appreciation for unconventional approaches.

Brands need to reflect this openness by creating content that authentically represents a range of identities and experiences—not just checking the diversity box.

Persuasive Personalization (Youth)
Filipino youth demand relevance: Gen Z scores 106 (index) on valuing personal indulgence, while Millennials index higher (101–102) on values like achievement and community. Understanding these generational nuances is critical to creating personalized experiences that resonate.

Smart Commercialization (Commerce)
Online shopping is widespread but driven by value and convenience. Dentsu CCS reveals a 199 index for preference toward buy-now-pay-later options, and a 131 index for always looking out for special offers.

Trust remains key, with impulse buying and “budol” culture making consumers both enthusiastic and cautious.

However, trust remains key, with impulse buying and “budol” culture making consumers both enthusiastic and cautious. Brands must balance excitement with security.

Identity Integrity (Data)
As consumers become more mindful, 76% are not comfortable with apps tracking their activity, and 47% expect transparency from brands about how their data is used. Brands must lead with a privacy-first mindset, using tools like CRM and CMP not just for compliance, but to build lasting trust through responsible data use.

“Personalization is essential, especially when tailored to the local context, but it also means little without respecting consumer privacy,” added Ferrer.

“Filipino consumers are more curious, cautious, and connected than ever. Brands must go beyond gimmicks and earn their trust through responsible innovation and a deep understanding of their evolving needs. In these times of uncertainty, brands that choose to listen and act with empathy stand a stronger chance of capturing market share.

“Creating value across different platforms and using data responsibly to enrich experiences, not just to drive transactions, will set you apart from the competitors.”

Featured image by Porapak Apichodilok