With the 2024 US elections concluded and Donald Trump reclaiming the presidency, the end result serves as a compelling case examine within the complicated dynamics of belief.
Regardless of a historic marketing campaign led by Vice President Kamala Harris—with numerous A-list endorsements, intensive media publicity and relentless grassroots outreach—the hole between her and Trump proved insurmountable.
This final result is a stark reminder that whereas belief is essential, it isn’t at all times the deciding consider selecting leaders. If something, this situation underscores a profound fact—belief alone could open doorways, however it doesn’t seal the deal.
Different variables are at all times at play, from societal dynamics to financial pressures and private motivations. Within the Philippines, the place day by day realities and survival intuition information a lot of our selections, this nuanced view of belief is particularly related.
Since 2011, the EON Group’s Philippine Belief Examine (PTS) has been our barometer, exhibiting us the evolving pulse of Filipino belief in our establishments. Our ninth version, crafted in collaboration with Ateneo de Manila College’s Growth Research Program, holds up a mirror to right now’s belief dynamics.
The 2024 theme, “The Accountability Revolution: Why Filipinos Demand Proof Earlier than Belief,” resonates strongly with a society more and more cautious and discerning in extending belief. Filipinos consider belief by way of a lens formed by survival mode, conditional on whether or not establishments meet their requirements of the recognized, the nice and the constant.
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Native authorities: Belief grounded in familiarity
Within the authorities sphere, native governments maintain the next diploma of belief from Filipinos in comparison with nationwide entities. This belief just isn’t essentially as a result of a desire for native governments however is rooted within the recognized, good, constant framework. Native governments fulfill a novel position—their presence and actions are extremely seen, instantly impacting the day by day lives of their constituents.
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In keeping with the PTS information, Filipinos belief establishments that exhibit competence (36.9 p.c) and good intentions (38.4 p.c), and that show consistency of their actions. Native governments obtain this by way of their shut proximity to the general public, making them extra accessible and permitting individuals to see firsthand the outcomes of their work. Not like summary nationwide insurance policies, the initiatives and providers of native governments are felt on the bottom, shaping public notion of their reliability.
Enterprise: Patronage doesn’t at all times imply belief
Within the company world, belief in enterprise is basically pushed by services or products high quality, proximity, and the corporate’s status as a accountable employer. These findings point out that belief in enterprise just isn’t given flippantly; it should be earned by way of tangible actions.
The PTS reveals that product high quality is the foremost driver of belief, reflecting the necessity for constant and dependable choices. Familiarity with a model and its presence in communities additionally play a big position.
Furthermore, sustainability has emerged as an more and more necessary issue, highlighting the rising expectation for companies to contribute positively to society. Nevertheless, it’s important to notice that patronage doesn’t at all times imply belief.
Typically, restricted selections drive shopper conduct greater than real loyalty, encapsulated by the sentiment, “We belief as a result of we don’t have a alternative.”
Media: Upholding belief by way of balanced reporting and talking fact to energy
Regardless of the omnipresence of social media, conventional media stays a trusted supply for Filipinos. In keeping with the PTS, legacy media holds belief by adhering to balanced reporting and a dedication to equity, particularly towards underdogs.
Filipinos look to the media to talk fact to energy, a job that turns into much more crucial as we strategy the 2025 election season. This expectation locations a big accountability on media organizations to take care of transparency, ship unbiased information and handle points affecting underrepresented voices.
In a panorama saturated with data, legacy media’s position as a dependable supply has by no means been extra important in shaping knowledgeable public opinion.
Academe and the general public faculty belief thriller: An open query for future inquiry
Whereas academic establishments within the Philippines usually get pleasure from excessive ranges of belief, a curious exception lies inside public elementary and excessive colleges, which exhibit noticeably decrease belief ranges than their non-public and collegiate counterparts.
This disparity suggests potential considerations in regards to the high quality and reliability of public fundamental training—a problem that warrants deeper exploration and maybe a two-part article sequence to unpack absolutely.
Belief within the academe is basically pushed by perceptions of competence, good intentions and adherence to moral requirements—qualities that Filipinos view as important in shaping younger minds responsibly. The hole in belief on the foundational degree factors to an important want for enhancements in early training, particularly if these establishments are to uphold the requirements anticipated by Filipino households.
Spiritual establishments: A pillar of tolerating belief
Belief in non secular establishments stays excessive, with particular religion traditions exhibiting notably robust inner belief dynamics.
As an example, PTS information signifies that members of Iglesia ni Cristo (INC) and adherents of Islam exhibit stronger confidence that their non secular establishments will act of their finest pursuits. This sample underscores a novel facet of belief inside non secular teams, the place shared values and in-group solidarity reinforce a way of assist and alignment.
For a lot of Filipinos, non secular organizations should not simply locations of worship however are trusted pillars of group and assist. They embody a degree of dedication that resonates deeply, particularly in instances of uncertainty.
NGOs: The belief problem of identification and goal
Nongovernmental organizations (NGOs) face a novel belief problem. The PTS reveals that many Filipinos wrestle to call particular NGOs or articulate what they do. Whereas there’s a common understanding that NGOs exist to assist others, this obscure recognition limits their trustworthiness.
For NGOs, this indicators an pressing want for readability and visibility. And not using a clear and relatable identification, NGOs threat turning into perceived as distant or ineffective. To regain belief, they need to talk their influence in ways in which resonate with the general public’s expectations and show their tangible contributions to society. Solely by bridging this recognition hole can NGOs fulfill their mission within the eyes of the Filipino individuals.
A compass for 2025 and past
Because the 2025 elections strategy, the PTS affords well timed insights for each voters and candidates alike. Belief will undoubtedly play a central position in campaigns, appearing as an preliminary gateway that opens doorways and invitations engagement. But, as our examine reveals, belief alone isn’t sufficient. For Filipinos, belief is conditional—anchored in sensible concerns that mirror the realities of day by day life. It’s earned by way of tangible, constant actions that resonate with individuals’s experiences of financial pressures, restricted selections and hopes for a greater future.
For enterprise leaders, diplomats, and people in public service, this understanding of conditional belief is a robust software. Companies, for example, are referred to as to transcend mere model recognition and be certain that their choices persistently ship high quality and reliability.
Localizing initiatives, supporting communities and committing to sustainability can be crucial as Filipinos more and more look to corporations that contribute positively to society. Equally, diplomacy and worldwide relations require a status constructed on moral consistency and real partnership—traits that resonate in our belief metrics and foster goodwill each at dwelling and overseas.
Within the realm of nation branding, this examine is a information for leaders in search of to strengthen the Philippines’ status on the worldwide stage. As we try to place our nation as resilient, forward-looking and collaborative, leaders should embody the values that foster belief—competence, good intentions and constant moral requirements.
For these championing the Filipino model, this requires nurturing relationships rooted in authenticity, the place the Philippines is seen not solely as a vacation spot or companion however as a rustic that stands agency on its guarantees. That is the inspiration upon which each nationwide delight and worldwide belief will be constructed.
Within the months forward, as marketing campaign guarantees start to fill the air, could Filipinos be discerning—listening not solely to phrases however looking ahead to actions that mirror real dedication. Our hope is that belief, when paired with an knowledgeable, vigilant citizenry, will information our selections towards leaders who can actually uplift the Filipino spirit.
Belief is step one, however it should be accompanied by a imaginative and prescient of development, resilience and shared accountability that resonates with the Filipino identification and our aspirations for the longer term.