A recent survey by renowned PR firm Comm&Sense Inc. shows that Gen X and Millennials place greater trust in recommendations from family and friends than in endorsements from celebrities or social media influencers when making purchasing decisions.
This survey is part of Common Ground: Pinoy Voices in New Media, Comm&Sense’s generational research, which examined the purchasing considerations of 400 Filipinos aged 27 to 58 nationwide. Released in celebration of Comm&Sense’s 20th anniversary in October 2025, it marks two decades of the firm’s leadership in data-driven storytelling and PR excellence.
Comm&Sense Managing Director Charlotte F. Reyes discussed the implications of these findings for brands and marketers.
“Gen X and Millennials are increasingly looking to the people they trust most—their family and friends—when making purchasing decisions. Brands that can tap into these personal networks and have genuine relationships will be better positioned to succeed,” said Reyes.
Dr. Fernando Paragas, a professor at the University of the Philippines Diliman’s College of Mass Communication and lead researcher of the study, noted that, unlike the more commercial nature of celebrity and influencer recommendations, endorsements from loved ones are perceived as more genuine and trustworthy by consumers.
“They seek out voices they trust, and this trust is often found in their close personal networks,” said Paragas.
This preference for authenticity and personal connections is also shared by the younger Gen Z audience, according to a separate study in the Comm&Sense generational research.