Philippines Trusted Brands 2025

29 100% voted by consumers. View all results at www.trustedbrands.asia authentic connections with their brand of choice as they view it as an extension of their personal political values. Further, consumers will protect and remain loyal to brands that share their values. Brands and a politicised culture Today, brand trust is built on speaking out, on upholding business practises that are relevant to the needs of society, and by making change happen through actions. So what can brands learn from the 2024 Edelman Trust Barometer survey? There are four key pieces of advice. “Don’t be paralysed by politics”: Politics is all consuming today; it is the guiding feature in the global culture. So, brands need to navigate politics in a way that best serves their business values and those of their customers. “Act multi-local”: Brands need to be adaptable to withstand the geopolitical tensions and polarisation we see. This means having local values that can have a positive impact on the world stage. “Know their politics”: All brands are under the spotlight, with their customers maintaining a close eye on their values and how they do business. A brand needs to know and understand the politics and values of their customers and then use this knowledge to remain authentic. to confirm. Is the itemor service value for money? Does the brand have a solid reputation and reliability? Does its marketingmessage ‘speak’ tomy values? Consumers are increasingly peeling back the layers of a brand to identify whether its political and social activities match their own values. Each year, the Edelman Trust Barometer survey identifies ways brands can earn, strengthen and protect their relationships with consumers. In 2024, the survey included an assessment of how personal politics can influence consumer choice. The research found that today, consumers can express their politics through the brand choices that they consciously make. This means brands are exposed to their customers’ political beliefs on, for example, the environment, gender, human rights, animal rights andmodern slavery. Almost 80 per cent of participants feel that brands are doing things that they consider to be either political, or politically motivated. But this is seen as a positive thing. Reflecting the political shift among consumers will extend the brands’ appeal to their customers. It includes taking a stand on social issues, recruiting diverse employees and reducing climate impact. This illustrates the new relationship that is forming between consumers and brands – consumers want