Written by Aaaqil Medalla, Ayen Andres, and Elijah Huelgas

As the 2025 Philippine elections approach, youth voters—especially first-timers—are becoming a significant force in shaping the country’s political future. 

First-time voters Jashley Anne G. Aguilar, 19, and Charmaine Escobin, 20, from Maahas, Los Baños, Laguna, both believe that the growing youth participation in the elections will shift the political landscape, as more young people become educated on the candidates.

“Mas marami pa po ang Gen Z at millennial po yung mag-vote po. So, I think, ayun po yung pinakamakakabago po sa politics. Lalo na po na na-educate na po kami kung paano at kung sino po yung karapat dapat na i-vote sa panahon ngayon,” Aguilar said with a positive outlook for the nation.

(There are more Gen Z and millennials who will vote. So, I think that is what will bring the biggest change in politics, especially since we have already been educated on how and who is deserving to be voted for in the present time.)

Meanwhile, Escobin explained that vote buying may exist, which is why making informed decisions is crucial to prevent these things and to spread awareness to other voters that their votes cannot be bought with money, “pero dapat tama lang yung pipiliin nila na iboboto. Kasi may mga botante lang na ang habol lang ay pera. Kasi importante lang sa kanila pera.”

(but they should choose the right voters because there are voters who are only after money since money is the only thing important to them.)

The Problem of Identity Politics

Identity politics plays a big role as many voters choose candidates based on familiar names, family dynasties, or media exposure rather than the candidates’ qualifications. 

Prof. Miguel Enrico Ayson, a political analyst and an assistant professor from the Department of Social Sciences at the University of the Philippines Los Baños College of Arts and Sciences, explains that there are drawbacks in the predominantly personality-based voting preference in the Philippines. 

“They don’t really carry clear, well-defined ideologies and policies and programs. And that, of course, is an effect of the current electoral and political system that we have. So, sa atin, sa konteksto ng Philippine elections, medyo personality-based talaga yung nagiging pagboto natin,” Prof. Ayson said.

(They don’t really carry clear, well-defined ideologies and policies and programs. And that, of course, is an effect of the current electoral and political system that we have. So, in our case, in the context of Philippine elections, our voting tends to be somewhat personality-based.)

According to Pulse Asia’s February 2025 survey, the top five senatorial candidates include two broadcaster brothers – Erwin and Ben Tulfo, reelectionist Bong Go, and returning Senate veterans Tito Sotto and Pia Cayetano. Evidently, the succeeding nine candidates are also familiar names. This high recognition can be attributed to various factors, such as their previous political roles, media presence, or involvement in public service.

It also suggests that many voters prefer candidates they have heard of, as they’re perceived to be more reliable or experienced, regardless of their credentials.

Responding to the survey results, Aguilar says it could be a matter of familiarity. “I think, binoto po nila yung mga yan po kasi po ayan po yung mga kilala at nakasanayan na po nila. Like, ayaw po nila mag-try ng bago po,” she said.

(I think they voted for them because those are the ones they know and are used to. Like, they don’t want to try something new.)

The data from Pulse Asia supports this claim by revealing that almost all respondents are familiar with the top 14 senatorial candidates. This suggests that when candidates are widely recognized, it often leads to stronger voter preference.

While name recognition is significant, Aguilar also stresses the importance of evaluating candidates based on their qualifications. 

“…yung mga bago po at hindi po masyadong kilala, parang mas–parang sa tingin ko po–kung titignan niyo po yung credentials po nila, ayun po yung makakatulong po sa bansa po natin eh. Kaysa po, isa po dyan yung nagbubudots po, ganun’wala namang matutulong sa atin yun,” she said.

(…the new ones and those who are not well-known, I think—if you look at their credentials, they are the ones who can help our country. Rather than one of them who just dances Budots, that won’t help us at all.)

Agreeing with this, Escobin added that voters should also evaluate the background and contributions of the candidates. 

“Siguro, para na lang sa bayan. Yung pagbibigay ng libreng gamot, libreng check-up,” she shared the qualities of the candidates she wants to vote for.

(Maybe, just for the country. Giving free medicine, free check-ups.)

Additionally, Prof. Ayson emphasizes the importance of cross-checking a candidate’s promises with their actual experience in office.

“Pero syempre, tingnan din natin, i-countercheck din natin yung mga backgrounds nila, yung mga nagawa nila, yung plataforma nila sa ibang mga medium na credible.”

(But of course, let’s also look, let’s counter check their backgrounds, what they have done, and their platform through other credible mediums.)

Challenges in Accessing Reliable Information

Young voters rely heavily on social media for politics-related information in today’s digital age. Platforms such as Facebook and TikTok have become the go-to sources for political news as they offer quick and easy-to-understand updates. However, while these platforms make information more accessible, they are also littered with misinformation. The challenge now is not just accessing information, but verifying its credibility.

Despite this, Aguilar and Escobin believe that finding reliable information isn’t as difficult as it seems, especially with candidates’ credentials readily available on social media and other public platforms.

“Pinapakita na rin po naman nila agad yung mga credentials nila…Halos lahat naman po is nag social media so hindi na po sya ganun kahirap,” Aguilar said.

(They are already showing their credentials… Almost everyone is on social media, so it’s not that difficult anymore.)

However, Aguilar acknowledges that misinformation and disinformation remain widespread. To counter them, she relies on reputable sources and news organizations, which provide fact-checked reports. She further emphasized the importance of cross-referencing sources and keeping up with survey data, such as Pulse Asia’s findings, to make informed decisions.

The Struggle with Political Apathy

Despite growing awareness, some young voters remain indifferent to politics. 

“Yung iba kasi nakatambay lang sa social media, katulad ng TikTok, laro, ML, at iba pa. Kaya yung iba, siguro konti lang ang alam nila. Yung iba, may alam, pero yung iba, wala talagang alam sa mga nangyayari,” Escobin explained.

“Some people just hang out on social media, like TikTok, games, ML, and others. So, some of them probably know very little. Some are aware, but others really have no idea about what’s happening.”

On the other hand, Aguilar observed that many young people remain indifferent to politics, believing their age exempts them from engaging in national issues. 

“I think half po sa mga na-encounter po is, wala po silang pake po sa politics po natin. Kasi daw po, wala lang, bata pa daw po sila, wala po silang pake doon, which is parang mali po,” she said.

(I think half of the people I’ve encountered don’t care about our politics. They say it’s just because they’re still young and don’t care about it, which seems wrong.)

This disengagement is also reflected in the lack of awareness about key electoral processes, such as the party-list system, which is crucial in representing marginalized sectors in the House of Representatives.

Prof. Ayson clarified that the party-list system aims to prevent political dynasties from dominating all legislative seats and to ensure that under-represented communities have a voice in the Congress. 

“So sa party list system kasi…–innovation yun ng 1987 Constitution… etong party list system, nag-create siya ngayon, or binibigay niya yung at least 20% ng seats sa ating lower house doon sa mga party list para kahit papano, etong mga hindi district representatives na posible na pinapasok ng mga malalaking politiko, ng mga dynastic politicians, ng mga political dynasties, ay hindi nila mapasok yung party list system dahil eto yung mage-ensure na merong representation yung mga under-represented na sectors, yung mga marginalized sectors like fisher folks, mga farmers, etc.”

(So in the party list system… – it was an innovation of the 1987 Constitution… this party list system now creates or allocates at least 20% of the seats in our lower house to party lists so that, in some way, those who are not district representatives—who are possibly influenced by big politicians, dynastic politicians, or political dynasties—cannot enter the party list system. This ensures that underrepresented sectors, the marginalized sectors like fisherfolk, farmers, etc., have representation.)

Data from Pulse Asia show a limited understanding of this party-list system–especially voters from Luzon. While Metro Manila (NCR) shows a better understanding of the party-list system, Luzon voters are comparably less aware that such a system exists.

Prof. Ayson emphasizes the importance of carefully evaluating party-list groups, as not all genuinely represent marginalized and underrepresented sectors. 

“Dapat medyo kilatisin natin, sino ba sa dami ng listahan ng party list na pwede natin pagpilian, sino ba dito yung genuinely nag-a-advance at nagre-represent ng marginalized and underrepresented sector sa lipunan natin,” he said.

(We should carefully examine, among the many party lists we can choose from, which ones genuinely advance and represent the marginalized and underrepresented sectors in our society.)

This highlights a concerning disparity, as those unaware and uncritical of key election processes may be less likely to engage meaningfully in political discussions or make well-informed choices at the polls.

Prof. Ayson adds that first-time voters should familiarize themselves with the party-list system, as the long list of choices on the ballot can be overwhelming. 

“So ngayon, kung first-time voters tayo, dapat din natin i-check to dahil alam naman natin, specifically pag first-time ka, baka magulat ka kasi yun talaga yung nagpapahaba ng balota, yung listahan ng party list, to think na isa lang yung i-e-elect mong party list,” he explained.​

(So now, if we are first-time voters, we should also check this because, as we know, especially if it’s your first time, you might be surprised that the party list section is what makes the ballot longer, considering that you only need to elect one party list.)

He encourages them to carefully review their options to ensure they select a group that truly represents the marginalized sectors.

Moving Towards an Informed Electorate

Building on these concerns, Prof. Ayson also highlighted the growing threat of misinformation and disinformation in the digital age and the crucial role of an informed electorate in maintaining a healthy democracy.

He explained that while social media has made political information more accessible, it has also become a breeding ground for misleading narratives that can shape voter behavior.

“Ang dami nang sources ng impormasyon ngayon, pero hindi lahat ay mapagkakatiwalaan. Sa dami ng content sa social media, mahirap nang ihiwalay ang katotohanan sa kasinungalingan,” Prof. Ayson noted.

(There are so many sources of information now, but not all of them are trustworthy. With the vast amount of content on social media, it has become difficult to separate truth from lies.)

He stresses that young voters must be critical of online content and cross-check information from credible sources. 

“Hindi sapat na makita mo lang sa TikTok o Facebook. Dapat tinitingnan natin kung sino ang source, ano ang bias nila, at ano ang track record ng kandidatong sinusuportahan nila,” he explained.

(It’s not enough to just see something on TikTok or Facebook. We should check who the source is, what their bias is, and the track record of the candidate they are supporting.)

Prof. Ayson further emphasizes that an informed electorate is essential for a functioning democracy. 

“Mas maraming kabataan ang dapat magkaroon ng access sa tamang impormasyon. Kung hindi natin sisimulan ngayon, mauulit at mauulit ang cycle ng pagboto base lang sa pangalan o kasikatan,” he said.

(More young people should have access to the right information. If we don’t start now, the cycle of voting based only on name recognition or popularity will keep repeating.)

Prof. Ayson also emphasizes the significance of youth participation in elections, stressing that young voters have the most to lose regarding future governance. 

“Sila rin yung mas makikinabang later on in the future dahil yung burden talaga nun as first-time voter, nasa sa kanila,” he explained.

(They will also be the ones who will benefit later on in the future because, as first-time voters, the burden really falls on them.)

For first-time voters like Charmaine, access to accurate information is essential for making favorable electoral decisions. She sees voting as more than just a right; it is a powerful tool to drive meaningful change in governance.

That is why she believes that every vote matters and should be casted only after thorough research on a candidate – they must be one who acts on their promises and one who people can go to in times of need.

“Kasi, kung ito ba pipiliin mo, tingin mo ba may magagawa kapag yan ang piliin mo? Tutulong ba sa’yo kapag naghihintay ka ng tulong?” she said.

(If you choose this [candidate], do you think they will do anything? Will they provide help when you need them?)