Gen Z favors kin over celeb endorsements, says study

Despite celebrities' fame and glamor, Gen Z consumers are still placing greater weight on family and friends' recommendations when making purchase decisions, according to public relations firm Comm&Sense Inc.

- By Louella Desiderio

A study from Comm&Sense showed that while celebrities may dazzle with their fame, Gen Z consumers' purchasing decisions are still heavily influenced by the heartfelt advice received from people they actually know.

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

Respondents cited authenticity, relatability and genuine experiences as key factors that influence their purchase decisions.