REACT: A study on Filipino Prosumers flexing their purchasing power in the digital trades

Published February 12, 2021, 9:00 AM

by Enzo Luna

Hear this: 81% of Filipinos believe they have more influence as consumers in the ever-evolving online trade and commerce. This is according to “REACT,” a Prosumer report presented by Red Havas, the PR arm of reputed communications agency Havas Ortega. Prosumers are those the agency considers as trendsetters. They are the first to try out new things and, as such, are the ones who are consulted by their peers for counsel and recommendations when it comes to brands, ideas, philosophies, and beliefs.

The study, which was conducted in 2020, showed that 93% of these Filipino Prosumers think that it is their responsibility to make a difference in the world. This has led to consumer activism, a reflection of strong social movements that have been ignited in the past five years. “This is very evident in the digital space where calls for sustainable business and development through hashtags and young activists such as Greta Thunberg and Emma Watson are trending topics,” said Charisse Vilchez, Red Havas Business Director. The report also stated, 97% of Filipino Prosumers consider themselves as the first person they know to try the newest things and are also responsible for maintaining sustainable growth in many different industries. With that in mind, Prosumers possess great responsibility to brands, companies, and consumers. They must be mindful of the content they are putting out to their audiences or consumers.

In the recent days, the authenticity and credibility of digital influencers are questioned with how some of them use the digital space without consciously taking concern on the effects of their actions on social media. A small act of prank or videos that’s intended to be funny could be offensive to some and could affect industries that these influencers might have featured on their social media platforms. More so, there are influencers who are living out of the entitlement mentality and think that it is a privilege for business owners or brands to have them and they deserve better treatment. These are just examples on how Prosumers could affect the economy and environment if they’re not mindful of their attitude and stories they create on social media.

Prosumers need to be believable and credible, and they need to show these traits if they want the brands and public to place their confidence on campaigns that they are involved with, especially on environmental issues.

Another salient point in the study is that the Prosumers also feel that the government should step in with measures to curb pollution and waste. Important issues include finding an alternative to sending trash directly to landfills, banning single-use plastic and unnecessary packaging, banning the use of pesticides and fossil fuels, limiting air transport and cruises, and even banning cars from cities.