Businesses looking to form connections with Filipino Gen Z should consider producing more content that they like —specifically, content that entertains.
A study by award-winning PR firm Comm&Sense Inc. revealed that Filipinos aged 16 to 26 would more likely consume content that are entertainment-centric over educational ones.
The said study, in part of Comm&Sense’s generational research titled “Common Ground: Pinoy Voices in New Media,” surveyed 400 Gen Z respondents across the country to identify their online content preferences. The top three in their preference are entertainment, food, and music.
Dr. Fernando Paragas, a professor at the University of the Philippines Diliman’s College of Mass Communication and lead researcher of the study, highlighted the implications of these findings.
“Edu-tainment, or the combination of education and entertainment, appears to be the key in connecting and remaining relevant to younger audiences,” said Paragas.
Comm&Sense Managing Director Charlotte F. Reyes shared the same sentiments, saying the findings validated what the agency has been preaching to clients who want to be top of mind among GenZs.
“It’s not enough to just deliver content; brands need to add a human touch that resonates emotionally. If you want to stand out, focus on what entertains them and make your communication feel authentic and relatable,” said Reyes.
Additionally, the study revealed that science and technology, travel, news and current affairs, and DIY content—more substantive and informative types—ranked lowest in preference.
“For businesses looking to engage Filipino Gen Z, the priority should be clear: focus on delivering entertainment and building authentic emotional connections,” Reyes added.
Comm&Sense, a PR agency founded in 2005, is renowned for its #IntelligentPR approach, which combines data-driven insights with intuitive storytelling to create impactful narratives that resonate and deliver results. This innovative strategy has earned the firm numerous awards, including consistent nominations for Agency of the Year over the past five years.
