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.

Sneaker Fans, Start Your Engines as PUMA Announces Speedcat Restock and Unveils New Colorways

PUMA is shifting into high gear with a monumental restock of the iconic PUMA Speedcat in black and red. New colorways of the iconic shoe are also set to launch. Known for its bold fusion of motorsports heritage and street style, PUMA continues to redefine the sneaker scene with the anticipated fresh drop, set to land this October.

New Drop, Same DNA

Sneaker fans are all abuzz as these in-demand sneakers have fast become a symbol of speed and style, blending performance design with everyday fashion. The black and red colorways pay homage to the racewear uniforms of F1 drivers, seamlessly combining fashion and functionality. The bold colors and sleek lines of the PUMA Speedcat mimic the adrenaline-fueled atmosphere of the racetrack.

First launched in 1999, the lifestyle iteration of the PUMA Speedcat draws inspiration from the fireproof racing footwear worn by Grand Prix drivers of the ‘80s and ‘90s. The legendary shoe soon transitioned from the high-speed world of the F1 track into the realm of street style. What was originally introduced as a performance-driven shoe quickly evolved into a cultural symbol, cementing its place as a timeless sneaker icon.

The upcoming restock gives sneakerheads and fashion enthusiasts another chance to get their hands on this classic sneaker.

The PUMA Speedcat is also set to debut two striking colorways: “Light Blue/Navy” and “Haute Coffee/Frosted.” The new editions maintain its iconic low-top silhouette with suede finishes, accentuated by an embroidered cat logo on the toe and signature “PUMA” placements on the tongue and just above the formstrip design. Both colorways are grounded by a black, rubber sole, evoking the F1 racing tires.

The new PUMA Speedcat colors, which were previously teased by Filipino actress Liza Soberano at the recent Singapore Grand Prix, expand on the legacy of the shoe’s two original colorways.

Get Ready to Cop

The new PUMA Speedcat colorways dropped last October 12 exclusively on PUMA.com.

Missed out on the release of the original colorways? Fear not, a huge restock of the PUMA Speedcat in black and red is also coming on October 12. The original PUMA Speedcat colorways restock will drop exclusively at PUMA Shangri-La, PUMA Ayala Center Cebu, PUMA SM North EDSA, Footlocker Glorietta, and Footlocker Greenhills. You can also catch the restock online at 10:00 AM on PUMA.com.

Don’t miss out! Move fast and cop a pair of the iconic sneakers before they’re gone. Follow PUMA PH’s Instagram page for all the latest updates and releases.

For more information, please visit www.puma.com