Guiding consumer choices and building brand loyalty

Trust Is New Currency

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Trust has overtaken pricing as the deciding factor in earning customer loyalty and ensuring that their hard-earned money is spent wisely, according to Jenny Echevarria, VP for Enterprise Data and Strategic Services at Globe.

Speaking at the recent Business-World Forecast 2025, Echevarria talked about how Filipino consumers, shaped by economic realities, rapid innovation and shifting priorities, are leaning toward brands that not only deliver on their promises but also reflect values that resonate with their lives.

"The currency for Filipinos has changed. Offering the lowest price will not guarantee you success. Trust is the new currency of our customers," Echevarria said.