A matter of trust

Trust in the Philippines is no longer a given; it is conditional, earned through transparency, competence and ethical behavior. The 2024 Philippine Trust Study (PTS) reveals that Filipinos now demand proof before extending trust to institutions.

Unfortunately, I disagree with the findings of the study conducted by EON The Stakeholders Relations Group in collaboration with the Department of Development Studies at the Ateneo de Manila University. The joint findings of the study bear the theme “The Accountability Revolution – Why Filipinos Demand Proof Before Full Trust.” The study highlights the public’s expectations across six sectors: government, business, media, religious institutions, NGOs and the academe.

The study is based on a nationwide survey of 1,800 Filipinos and focus group discussions. It establishes that trust, once given, can quickly erode when expectations are not met. True, perhaps, but in my opinion, this is more talk than action.

While the results of the study may seem correct at first glance, the reality for Filipinos is that many trust first and regret later, repeating the process all over again. The same appears to be the case even for the American public, which recently decided to vote a convicted felon to the highest post in their country.

For most Filipinos, trust is a gut feeling – ”gusto ko sya, mabait sya, naniniwala ako sa kanya” (I like him/her, he/she is good, I believe in him/her). But when things go wrong, they often continue to rely on that same gut feel – ”feel ko lang.”

Part of my argument is based on Filipinos’ reliance on traditional media, which they claim, and to some extent is true, is biased and controlled by special interest groups. However, traditional media is subject to established laws that hold reports accountable, such as libel laws.

The alternative Filipinos – and many around the world – have turned to is social media. However, although not everyone is aware of this or keen to look into it, social media sources are also subject to manipulation and bias, as like-minded people seek similar content.

Filipinos love gossip, rumor-mongering and blind items. Thus, even though we have libel laws, very few actually avail themselves of the services of the judicial system because most know that the process is prohibitively expensive, tedious and often fruitless. So, they rely on gut feel, cross their fingers, and hope that their trust is rewarded. Even with business failures, most Filipinos who have lost their lifetime savings rarely seek legal relief because of our overburdened and delayed judicial process. Instead, they just “asa na lang” (hope) they get it right next time, without conducting the proper or necessary due diligence on the person, institution, or company.

I’m confident that with the next election just around the corner, and with the roster of those already expressing their intent to run for public office, most Filipino voters will still rely on “feel ko sya.” The strength or weakness of most Filipinos is their optimism that, next time, their gut feel will be proven right.

Insights across key sectors

According to the study, local government units enjoy a high trust rating of 95.4 percent (although I raise my eyebrows at these findings). In contrast, national government institutions show slightly lower trust levels, with the Office of the President at 82.3 percent and Congress at 81.6 percent. 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.

Trust in government is driven by key factors, with 38.4 percent of respondents valuing good intentions (gut feel), 36.9 percent emphasizing (or perhaps, hoping for) competence, and 34.9 percent prioritizing consistent behavior. These elements shape how Filipinos perceive governmental reliability and performance.

Trust in the business sector shows notable variation. Drug and medicine manufacturers lead with a trust rating of 93.9 percent, the highest among industries surveyed. In comparison, real estate developers have a trust rating of 79.6 percent. The study highlights that Filipinos consider factors such as ethical practices, product/service quality and sustainability as important when forming trust in businesses.

Traditional media continues to command high trust, with television rated at 93.6 percent, 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 backs headlines with evidence, presents unbiased news and amplifies the voices of the underdogs. These qualities contribute to a reputation of dependability and ethical reporting.

In contrast, social media platforms face significant distrust (though in reality, most prefer social media due to its accessibility, as nearly everyone has a mobile phone). However, many do not spend time reading in-depth reports, which has led to the growing irrelevance of investigative journalism. Concerns around misinformation and 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 is most critical.

Trust in religious institutions remains substantial, with overall ratings ranging from 60 percent to over 90 percent, reflecting the deep cultural and spiritual influence these organizations have in the Philippines. The Roman Catholic Church holds a combined trust level of 92.4 percent, indicating its longstanding presence and role in shaping community values.

However, when asked about the likelihood that their religious institution will act in their interest, perspectives become more nuanced. For instance, 80.4 percent of respondents who identify with Islam and 69.8 percent of those affiliated with Iglesia ni Cristo believe their religion will act in their interest. Meanwhile, 49.7 percent  of Roman Catholics and 45.9 percent of Born Again Christians share this sentiment. These figures highlight how trust is influenced not only by faith, but also by the perceived active engagement of religious groups in addressing the needs and welfare of their members.