Filipino youth, 18-24 years old, were the main conversation drivers in the recent local and national elections, according to a research.

This was the main highlight of the findings of the 2022 Philippine Elections report by 

FleishmanHillard in Manila,

together with TRUE Global Intelligence, the agency’s research and analytics practice.

The finding reflects the growing influence of Filipino millennials and Gen Z in shaping social media discussions. Gen Z is the newest generation, born between 1997 and 2012. They are currently between 9 and 24 years old.

The published report revealed that much of the demographic users driving social media conversations across different platforms are women (60%) and netizens aged 18-to-24 years old (59%). 

Notably, the report highlights young female voters’ growing influence and participation in political discourse on social media.

“Women and the youth are the main actors in influencing discourses online,” said Anna Patricia Malay, senior vice president, partner, and general manager of FleishmanHillard in Manila. 

“The data showed us that these demographics were the most vocal in expressing concerns about fake news and deliberate disinformation on social media,”  said Malay.

Additionally, the report showed that Filipinos were more active and engaged in voicing out their opinions during the 2022 national elections. 

The report noted that these trends will continue and may translate to increased consumer expectations for brands and businesses to be part of the solution, not just discussion, when it comes to societal impact. 

But the research findings were not unique to the Philippines. “What we saw before, during and after the Philippine Elections mirrors what we see, globally,” Malay added.

In its Authenticity Gap research, it showed that the youth have high expectations and are vocal about expectations related to social outcomes.

Michael Rinaman, managing director of TRUE Global Intelligence, APAC, said “Social media conversations highlight this voice, with the Authenticity Gap showing how this can impact brands, as 32 percent of reputation is shaped by social outcomes, including care of the environment, impact on communities and care of employees.”

FleishmanHillard highlighted three recommendations for businesses and brands to consider post-election and beyond: importance of advocacy and purpose, safeguarding against misinformation and prioritizing authenticity in the aftermath of the 2022 national elections. 

“In an age where there is a conflict between facts and misinformation, organizations need to have a fundamental alignment of what their brand claims to be and what they really are. Authenticity will be the linchpin for businesses to address the expectations and concerns of an active and engaged audience,” Malay added.

The research was conducted by FleishmanHillard in Manila and TRUE Global Intelligence, FleishmanHillard’s in-house research and analytics practice, utilizing social listening data from Twitter, YouTube, forums and blogs to gather around insights from Filipino netizens based in the Philippines from April 12 – May 15, 2022.