Trend Watch: Unpredictability, Gen Z set to shape the Philippines in 2017

The article reveals the key trends set to shape marketing in the Philippines in 2017: economic and political upheaval, fake news concerns, and the rise of Gen Z as a powerful consumer force.

Trend Watch: Unpredictability, Gen Z set to shape the Philippines in 2017

Joan Mae Encarnacion

2016 was a year of change for the Philippines. For 2017, marketers will face unpredictability with the recent changes in the local landscape as well as concerning developments of the digital sphere, such as fake news. They will also need to find a way to harness the power of digital and to appeal to emotions in order to reach a fragmented market.

1. Unpredictability amid political and economic upheaval

The election of the Duterte administration in 2016 has changed the political landscape of the Philippines,...

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