Study: 76% Filipino consumers say no to tracking, demand respect over reach

A striking 76% of Filipinos say they are not comfortable with apps tracking their activity, according to dentsu Philippines' latest 2025 Consumer and Media Trends Report. The message is clear: personalisation without respect for privacy is no longer welcome.

The report, titled "The Power of Choice," captures the latest evolution in Filipino consumer behaviour, where empowered decision-making is no longer just about price or convenience, but deeply rooted in trust, identity, and control. Emerging from the turbulence of the pandemic years and the excesses of revenge shopping, consumers are now entering what dentsu calls a state of choice fatigue - overwhelmed by options, wary of motives, and increasingly selective about where they place their time, money, and data.

"We're witnessing a seismic shift in consumer behaviours as Filipinos no longer just buy what is always in front of them," said Roki Ferrer, head of data at dentsu Philippines. "The new Filipino consumer is a discerning, curious and authentic individual who is informed about global trends while staying interested in other cultures."

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That curiosity, however, is now filtered through a sharper lens. In a cluttered media environment where 90% of Filipinos are online daily and 82% use social media, attention is hard-won. And with inflation adding to consumer caution, trust has become the true currency.

Ferrer added: "Personalisation is essential, especially when tailored to the local context, but it also means little without respecting consumer privacy. Filipino consumers are more curious, cautious, and connected than ever. Brands must go beyond gimmicks and earn their trust through responsible innovation and a deep understanding of their evolving needs."

At the heart of dentsu's report are strategic "decision levers" - behavioural insights that marketers must activate to meaningfully connect with this new breed of consumer. While most Filipinos are uncomfortable with apps tracking them, nearly half expect brands to be transparent about data use.

Filipinos also continue to juggle extremes: a desire for luxury and a hunger for simplicity. While 77% say it's important to be wealthy and own expensive things, nearly half claim to lead minimalist lives. Brands must avoid choosing sides - it's not about either/or, but about "and".

Moreover, Filipino consumers are some of the most open-minded in the region - 97% are keen to try new things, and 66% appreciate unconventional ideas. Inclusion isn't a buzzword; it's a baseline. Diverse, authentic storytelling is expected, not applauded.

Impulse meets caution in the Filipino shopping cart. A strong buy-now-pay-later appetite coexists with bargain-hunting behaviours. "Budol culture" makes online shopping entertaining but unpredictable. Brands must bring both thrill and trust to the checkout.

"Creating value across different platforms and using data responsibly to enrich experiences, not just to drive transactions, will set you apart from the competitors," Ferrer noted.

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