Gen Z Places Higher Value on Recommendations from Family and Friends Over Celebrities, Study Finds

A study by leading PR firm, Comm&Sense Inc., reveals that while celebrities might dazzle with their fame, it’s the heartfelt advice from close acquaintances that truly influences Gen Z’s purchasing decisions.

The study is part of Comm&Sense’s generational research titled "Common Ground: Pinoy Voices in New Media," which surveyed 400 Filipino Gen Z individuals aged 16 to 26 nationwide, examining their considerations when purchasing products and services.

Participants cited authenticity, relatability, and genuine experiences as key factors influencing their trust in recommendations.

Dr. Fernando Paragas, a professor at the University of the Philippines Diliman’s College of Mass Communication and lead researcher of the study explained, “Unlike the aspirational allure of celebrity endorsements, Gen Z appears to prioritize real-life experiences and genuine connections, finding greater resonance in advice from those they know and trust intimately.”

This Comm&Sense study revealed a significant shift in the landscape of consumer influence, showcasing the enduring power of personal relationships in an era dominated by digital influencers and celebrity endorsements.

Comm&Sense Managing Director Charlotte F. Reyes noted that this shift in consumer behavior has profound implications for marketing strategies aimed at Gen Z.

“To connect with Gen Zs, brands must move beyond surface-level endorsements and focus on building authentic relationships. Gen Z seeks trust and relatability, favoring recommendations rooted in real experiences over carefully crafted public personas,” said Reyes.

As Gen Z continues to redefine the rules of consumer engagement, understanding their preference for authenticity and personal connections will be essential for brands looking to capture their attention and loyalty.

Comm&Sense, a PR agency founded in 2005, is renowned for its #IntelligentPR approach, which combines data-driven insights with intuitive storytelling to create impactful narratives that resonate and deliver results. This innovative strategy has earned Comm&Sense numerous awards, including consistent nominations for Agency of the Year over the past five years.