EON The Stakeholders Relations Group, in collaboration with the Department of Development Studies at Ateneo de Manila University, has launched its 2024 Philippine Trust Study, themed 'The Accountability Revolution – Why Filipinos Demand Proof Before Full Trust'. The study highlights public expectations across six sectors: government, business, media, religious institutions, NGOs, and the academe.

The study, based on a nationwide survey of 1,800 Filipinos and focus group discussions, found that trust, once given, can quickly erode when expectations are not met. Some of the key highlights include:

• Local government units enjoy a high trust rating of 95.4 per cent. In contrast, national government institutions show slightly lower trust levels, with the Office of the President at 82.3 per cent and Congress at 81.6 per cent. The data suggests that while trust in local government is strong, trust in national government reflects more caution and is influenced by public perceptions of transparency, competence, and consistency in governance.
• Drug and medicine manufacturers lead with a trust rating of 93.9 per cent. In comparison, real estate developers have a trust rating of 79.6 per cent. The study highlights that Filipinos consider factors such as ethical practices, product / service quality, and sustainability important when forming trust in businesses.
• Traditional media continues to command high trust, with Television rated at 93.6 per cent, the highest among media platforms surveyed. Filipinos value media outlets that feature journalists who speak truth to power and report reliably during difficult circumstances. Trust is also built on media that ensures headlines are supported by evidence, presents news that is unbiased, and amplifies the voices of the underdogs. These qualities contribute to a reputation for dependability and ethical reporting.
• In contrast, social media platforms face significant distrust. Concerns around misinformation and the lack of content regulation remain prevalent, highlighting the public's demand for more rigorous fact-checking and accountability. Trust in media is deeply rooted in a history of ethical standards and the ability to deliver unbiased, transparent information, especially when it matters most.

This year's study also underscores the multifaceted nature of trust among Filipinos, emphasising that trust cannot rest solely on rhetoric or idealism. Instead, trust must be grounded in a framework of tangible and visible proof that reflects three critical drivers: being known, good, and consistent.

“Trust is not built on promises but on proof,” says Junie del Mundo, Co-Founder and Chair of the EON Group. “We are witnessing an accountability revolution, where Filipinos expect institutions to act with integrity and deliver results.”