FleishmanHillard Report Highlights Filipino Millennials’ and Gen Zs’ Growing Social Media Participation in Shaping Social Outcomes Post-2022 National Elections

MANILA, JULY 13, 2022 – FleishmanHillard in Manila, together with TRUE Global Intelligence, the agency’s research and analytics practice, recently released its “2022 Philippine Presidential Elections” report revealing that youth 18-24 years old were the main conversation drivers for this election. This finding reflects the growing influence of Filipino millennials and Gen Zs in shaping social media discussions.

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

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.

“What we saw before, during and after the Philippine elections mirrors what we see, globally, in our Authenticity Gap research: youth have high expectations and are vocal about expectations related to social outcomes,” said Michael Rinaman, managing director of TRUE Global Intelligence, APAC. “Social media conversations highlight this voice, with the Authenticity Gap showing how this can impact brands, as 32% 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. The full report can be accessed at the FleishmanHillard website.

About FleishmanHillard 
FleishmanHillard specializes in public relations, reputation management, public affairs, brand marketing, digital strategy, social engagement and content strategy. FleishmanHillard was named 2021 PRovoke Global Agency of the Year, 2021 ICCO Network of the Year, 2021 Campaign Global PR Agency of the Year, 2022 PRWeek U.S. Agency of the Year and Outstanding Extra-Large Agency of the Year; 2021 PRovoke APAC Consultancy of the Year; 2021 PRWeek UK Large Consultancy of the Year; Human Rights Campaign Best Places to Work for LGBTQ Equality 2018-2021; and to Seramount’s (formerly Working Mother Media) “Top Companies for Executive Women” list 2010-2021. FleishmanHillard is part of Omnicom Public Relations Group, and has nearly 80 offices in more than 30 countries, plus affiliates in 45 countries. 

About Omnicom Public Relations Group  
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For media inquiries:

Patricia Malay
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+63917 503 3780