PREO Journal of Business and Management ISSN: 2619-6824

Vol. 3, Issue 1, February 2022

Factors Influencing the Millennials on their Choice of Electoral Candidates:

A Phenomenological Study in Philippine Context

Mariefel F. Capili (Corresponding Author)

Don Honorio Ventura State University - College of Business Studies (Bacolor Campus)
Villa De Bacolor, Pampanga
mfcapili@dhvsu.edu.ph

Ma. Ferna Bel L. Punsalan

Don Honorio Ventura State University - College of Business Studies (Bacolor Campus)
Villa De Bacolor, Pampanga
mfblpunsalan@dhvsu.edu.ph

Abstract

Millennials are defined as generations born between the year 1981 to 2000 (Ordun & Akun,
2015). The composition of the Philippine population based on the Philippine Statistics Authority
Quick Survey (2019) mostly belonged to age 15 to 64 years old with a total of 64,035,924. To
further emphasize the age bracket where majority of the population lies, the Population
Commission (2010) reported that the age bracket of 15 to 35 years old had the highest percentage
of the entire population. The majority of the Philippine population belongs to the cohort of
millennials. There are a number of western literatures on how the millennials of their population
choose their electoral candidates and how they participate in the voting process. Unfortunately,
there are limited local literatures on how Filipino youth cast their votes. The study aimed to add
to the limited literatures and targeted to provide an avenue for information dissemination and
enhancement of mind set towards educating the younger generations of voters. The objective of
the study was to present the factors influencing the millennials on their choice of electoral
candidates. The study is seen to be very relevant and timely as the study covered two important
elections that had been participated by the millennial generation, specifically the 2010 and 2016
presidential elections. The study dwells on creating a framework as to how Filipino millennials
choose electoral candidates. More so, it presents the different standards viewed by the Filipino
millennials as noteworthy and substantial in the formation of the choice.

Keywords: millennials, electoral candidates, presidential elections, voters

1. Introduction
Millennials are defined as generations born between the years 1981 to 2000 (Ordun & Akun,
2015). Other literatures defined millennials as: those who have grown up in the digital age and
have greater familiarity with communication, media, and digital technologies (Kaifi et al., 2012);
“internet pioneers” who have inimitable number of qualities relative to older generations and are
considerably viewed as transformational generation as they have the opportunity on the use of
technology and internet (De Maria, 2013).

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Fry (2016) described the millennials in the United States of America as the nation’s largest living
generation. They were described as those born within the last two decades of the 20th century
who were said to be different from earlier generations in terms of consumption and travel
patterns (McDonald, 2015). Also, millennials were seen to display gap in embracing the life
patterns of forerunner age categories because of their deferred progress in terms of stages of
personal advancement such as completing their education, getting jobs, marrying, and having
children to name a few (Garikapati et al., 2016). Collectively described to be born in 1980-1999,
millennials have general and unique traits. In the report made by the US Chamber of Commerce
(2012), millennials were social-minded, technically savvy, born in a connected world, optimists
in the midst of so many tragic events happened in their era, politically oriented, interested in
intrinsic life goals, deal with civic engagement, more caring, community oriented, and want a
clearly academic path. Another perspective noteworthy was a result of recent survey of 19,261
university students in Canada which revealed that, in particular, the millennials choose to
prioritize balancing personal life and career, pursuing further education, and contributing to
society as their top career goals.

Those who signified a professional choice for public service also regarded high ethical standards,
social responsibility, and a progressive working environment as ideal employer characteristics.
Moreover, the millennials also contemplate on having an all-encompassing set up in work
atmosphere and having diverse co-workers to be substantial components when accepting job
offers (Ng & Gossett, 2013).

Given such characteristics and undeniable influence of the millennials’ number in the population,
their choices affect the entirety of a country in a particular election.

In the study of Leyva (2016), UK young adults’ attentiveness to social networking sites (SNSs)
and awareness to specific SNS write ups which relate to their political practices indicated that
regular use of varying SNSs and attention to certain political content—for example, newsfeeds
about student-fee activism—have a positive weak association with off-line formal and activist
participation and a considerably stronger association with online “slacktivism.” Furthermore,
exposure to SNSs was observed to be equally high across participants, yet those with typical
demographic and psychographic markers of participation (e.g., upper socioeconomic status, early
political socialization) showed noticeably higher levels of engagement with political content and
off-line and online participation.

Shelly and Hitt (2016) stated in their study that the behavior of the millennials in the 2016
United States elections was reminiscent of the 2008 Obama success where in millennials’ choice
also moved the result of the elections into the unexpected side. The millennials’ participation
from the start of the campaign until the casting of votes made the difference.

Hsiao (2016) described in a recent study that since 2014 Taiwanese millennials have played a
decisive role in Taiwan's significant democratic change. As viewed in the context of the
changing state-civil society relations of the preceding eight years of 2008-2015, the revival of
civil society activism since 2008 and the tense force of the Sunflower Movement in 2014 finally
communicated social activism into electoral politics.

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In addition, Chu (2015) noted how millennials are shaping democracy in East Asia, drawing
from the third wave of the Asia Barometer Survey (2010-2013). The study looked into how
millennials engage and participate in politics, their support for democracy and conceptualization
of democracy as compared to older cohorts. The findings revealed that millennials participate
and support democracy, yet in paradoxical ways that differ from older generations in East Asia.

In the Philippine scenario, the composition of the Philippine population based on the Philippine
Statistics Authority Quick Survey (2019) mostly belonged to age 15 to 64 years old specifically
with a total of 64,035,924. To further emphasize the age bracket where majority of the
population lies, the Population Commission (2010) reported that the age bracket of 15 to 35
years old had the highest percentage of the entire population. The majority of the Philippine
population belongs to the cohort of millennials. The exposure of the millennials to different
technologies alongside with their peculiar qualities as compared to the previous generations and
with their significant number recognized as majority in the Philippine population provides an
important perspective as to how such cohort’s decision or choice may bring about change to the
entire country.

Habacon (2019) believed that the greatest number of voters in May 2019 elections were the
millennials who are between 18-30 years of age and comprise 31% of the voting population.
According to him, they “…are oftentimes accused of being too lazy (but love to complain about
things), or are seen as self-absorbed (but utterly sensitive), entitled brats…” but despite of those
attitudes, there is still optimism and hope of what they can contribute in the future. Reyes (2019)
reported that Antonio Contreras, a political science professor, believed that millennials should
focus “…on what kind of politics they want, and start to do that right now.” Thus, it is
imperative to particularly study how the Filipino millennials make their choices. Murcia and
Bolo (2017) found out that the most important attribute of a presidential candidate was political
experience, while the least important attribute was profession. Other attributes resulted in the
study were “… economist, with experience as elected official, liberal-thinker, prioritizes
economic growth, and holds a doctoral degree.”

The study dwelled on creating a framework presenting the factors on how Filipino millennials
choose electoral candidates. More so, it presents the different standards viewed by the Filipino
millennials as noteworthy and substantial in the formation of the choice.

1.1 Objectives
The objective of the study was to present the millennial’s choice of electoral candidates. There
are a number of western literatures on how the millennials of their population choose their
electorate and how they participate in the voting process. Unfortunately, there are limited local
literatures on how Filipino youth cast their votes. The study aimed to add to the limited
literatures and targeted to provide an avenue for information dissemination and enhancement of
mind set towards educating the younger generations of voters. The study was seen to be very
relevant and timely as the study covered two important elections that had been participated by
the millennial generation, specifically the 2010 and 2016 presidential elections.

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The study dwelled on creating a framework on how Filipino millennials choose electoral
candidates. More so, it presents the different standards viewed by the Filipino millennials as
noteworthy and substantial in the formation of the choice. In addition, the study aimed to provide
a guide for students to be included in their National Service Training Program module on how to
be able to discern and choose the best electoral candidate to vote for.

1.2 Statement of the Problem

With the significant number of millennials relating to the majority of the Philippine population, it
is important to view the perspective on how such cohort’s decision or choice may bring about
change to the entire country. The study provided an insight thru creating a collective thematic
analysis on how millennials choose electoral candidates, mainly answering the questions:
a. What are the factors affecting the millennials on their choice of electoral candidates?
b. What are the values considered important in choosing the presidential candidate to
vote for?
c. What are the criteria considered important in choosing the presidential candidate to
vote for?
d. What external factors influence the choice for the presidential candidate to vote for?

2. Methods

2.1 Research Design

The study was a qualitative research that used phenomenological approach. The researcher used
this method because it suits the inquiry of the study to describe the meaning of the individual’s
experiences of the phenomenon. As stated by Patton and cited by Worthington (2013),
“phenomenology is focused on individuals’ meaning making as the quintessential element of the
human experience.” Therefore, the view of the individual who experienced the phenomenon is
used in the study. The collective experience is the main essence of the phenomenological form of
questioning (Patton, 2002 as cited in Worthington, 2013). More so, the method of content
analysis was applied to deduce the underlying meaning of the themes and concepts articulated by
the participants (Hsieh & Shannon, 2005). Particularly, the study employed thematic analysis to
identify patterns and meaning across data sets (Mijas, 2019).

Phenomenology was utilized in the study as elections were said to be phenomenon (McDonald,
2008). Election is a phenomenon (Darmawana et al., 2020) and the choices made every election
depend on the conditions, issues, and concerns that developed during the period when the
election is to transpire (Starks, 2010). The participation of the millennial generation per se was
also considered as a phenomenon as their choices had changed the result of the elections in
general (Hsiao, 2016). The significant number of the said generation as well as their behavior
was a noteworthy factor to be studied (Fry, 2016)

2.2 Participants of the Study

The study was a qualitative descriptive research that employed phenomenology and thematic
analysis in collating the gathered responses of the participants.

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The study identified the participants through exponential non-discriminative chain-referral

technique. The sampling involves the chosen participant enlisting another participant who also
fits the set of qualifications established and who is usually hard to find (Mosugu, 2017; Robert,
2021. The participants were selected following the criteria that they should have at least voted in
two consecutive presidential elections to verify and strengthen the themes collated based from
their answers. The study was participated by twelve (12) millennial individuals from different
socio-economic background, educational attainment, occupation, sex, and demographic location
specifically, Luzon including Metro Manila, Visayas, and Mindanao.

2.3 Research Instrument

The researchers made a self-formulated questionnaire and had it validated by experts in the field
of marketing research and political science. Then, the questionnaire was created through Google
Form as the data gathering process was affected by COVID 19 pandemic.

3. Results and Discussion

The study was able to gather significant and eye-opening data from the participants and they
were as follows:

Values
The question on which values were considered important in choosing an elective official to vote
for was directly answered by the participants using adjectives.

A participant said: “Integrity is one of the primary values a candidate must have.” while
another stated: “Honesty in all aspects of the person.”

Table 1. Values Considered Important in Choosing the Presidential Candidate to Vote for
Value Number of participants who
responded for the value
Integrity 11
Honesty 8
Compassion 8
Love for country 4
Transparency 3
Consistency 3
Wisdom 2
Accountability 2
Empathy 2
Courage 2
Reverence 2
Sincerity 2
Humility 2
Progressiveness 1
Bias for action 1
Professionalism 1
Authenticity 1
Leadership 1
Competence 1
Wholesome 1
Selflessness 1
Discipline 1

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Twenty-two (22) values considered important in choosing the electoral candidate to vote for
were noted by the participants; these are integrity, honesty, compassion, love for country,
transparency, consistency, wisdom, accountability, empathy, courage, reverence, sincerity,
humility, progressiveness, bias for action, professionalism, authenticity, leadership, competence,
wholesomeness, selflessness, and discipline. Integrity was identified by 11 out of 12 respondents.
A widely chosen and sought-after leadership trait is integrity. Dependable leaders contemplate
on their performance and look for criticism and advice on how their actions affect other people
(Hughes, 2018). Honesty and compassion were also seen to be important in the choice for the
electoral candidate to vote for. Refer to Table 1.

A clustering of values was made to present what types of values were provided by the
participants. Specifically, they were clustered in three types: character values, work values, and
personal values. Refer to Table 2.

Table 2. Types of Values Presented Based from the Responses of Participants

Character Values Work Values Personal Values
Compassion Integrity Love for Country
Consistency Honesty
Wisdom Transparency
Empathy Accountability
Courage Progressiveness
Reverence Bias for Action
Sincerity Leadership
Humility Competence
Professionalism
Authenticity
Leadership
Competence
Wholesome
Selflessness
Discipline

Character values are vital in every individual dwelling in a society (Sultoni et al., 2018). These
are universal values to be considered as a good person. There were 15 out of 22 values that
belong to character values. These were the values shown to be of greatest significance to
respondents as they look for such on an electoral candidate. On the other hand, work values
allow one to thrive in the work environment. Hampton and Welsh (2019) described them as
subcategory of one’s views and tenets that are related to one’s profession. These were found to
be of a vital importance too as the result represented 8 out of 22 values belonging to this type.
The lone answer for personal value is love for country. To emphasize the weight of such value in
an electoral candidate, personal values are defined as guiding philosophies in life (Weber, 2019).

Criteria
The criteria considered important in choosing the electoral candidate to vote for were provided
by the participants. Specifically, these included: educational attainment, track record, family
background, age, personal background, assets, knowledge in economics, wholesome,

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genuineness, character, personality, articulate, affiliations, stand on issues, no corruption,

nationalism, and programs presented.
A participant detailed: “Educational attainment- I want someone who has a background
in law/political science.” Another emphasized the criteria “Previous experiences and
achievements”.
The study of Besley et al., (2011) posited that educational attainment is vital as it was evident
that the more highly educated the leaders were the higher the countries’ growth had been. In
addition, Laureani and Antony (2021) said that leaders with proven track records and
performance are very much effective in providing results. Out of the 17 answers presented by the
millennial participants, the top two (2) replies were educational attainment (with 12 responses)
and track record (with 10 responses). See Table 3.
Table 3. Criteria Considered Important in Choosing the Presidential Candidate to Vote for
Criteria Number of participants who responded for the
criteria
Educational Attainment 12
Track Record 10
Family Background 5
Affiliations 4
Stand on Issues 3
Age 3
Personal Background 3
Assets 2
No Corruption 1
Knowledge in Economics 1
Nationalism 1
Wholesome 1
Genuineness 1
Character 1
Personality 1
Programs Presented 1
Articulate 1

The criteria provided by the millennials were classified as to personal and political correlations.
See Table 4.
Table 4. Criteria Provided by the Millennial Classified as to Personal and Political
Correlation
Personal Criteria Political Criteria
Educational Attainment Affiliations
Track Record Stand on Issues
Family Background No Corruption
Age Nationalism
Personal Background Programs Presented
Assets
Knowledge in Economics
Wholesome
Genuineness
Character
Personality
Articulate

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With 12 out of 17 answers, it was evident that the millennials set standards correlated to personal
benchmarks where the criteria of personal correlation were provided. It can be inferred that the
respondents looked into the individual electoral candidates. For politically correlated criteria,
affiliation and stand on national issues topped the category.

Influences
There were 19 influences that the millennials identified, which included, family, platform,
testimonial, debates, advertisements, campaign, affiliation, polls, track record, peers,
endorsement, news, self-research, friends, vision, educational attainment, forum, values in life,
and stand on issues.

The most influential factor for the choice of the millennials came out to be their families as
shown in seven out of 19 answers in Table 5. The ideas and thoughts of family members and
loved ones are substantially valued by individuals; thus, they often deliberate concerns and listen
to these persons and are predisposed to compromise their personal choices for the opinion of
their families (Guan et al., 2015 as cited Akosah-Twomasi et al., 2018). Also, platforms and
testimonials influence the choice of the respondents towards picking their option for electoral
candidate (both with 6 answers). Debates and advertisements had five responses each. Finally,
campaign, affiliations, and polls complete the top three (3) influences for millennials’ choice.

Table 5. The Factors Influence the Choice for the Presidential Candidate to Vote for
Influences Number of participants who responded for
the influences
Family 7
Platform 6
Testimonial 6
Debates 5
Advertisements 5
Campaign 4
Affiliation 4
Polls 4
Track Record 3
Peers 2
Endorsement 2
News 1
Self-research 2
Friends 1
Vision 1
Educational Attainment 1
Forum 1
Values in Life 1
Stand on Issues 1

A participant noted that: “The presidential debates – it's the most important for me
because this is where the candidates discuss their platforms and we get to see how they approach
situations.”

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Another said: “Advertisements on all media platforms– I usually consider the one with
the least amount campaign posters/materials/advertisements. I usually consider those not
endorsed by celebrities unless I know for a fact the genuineness of the endorsement...”

In addition, it was also shared that: “Family – as we share opinions and together choose
our candidates.”

The external factors (see Table 6) that influence the choice of the millennials for the electoral
candidate to vote for were grouped based from the source of influence. Braha and de Aguiar
(2017) stated that “Social influence plays an important role in human behavior and decisions.”
The influences from one’s self particularly dwelled into how individuals review the electoral
candidate. The influences from the society specifically focused on how other people’s voices
affect the choice made by the respondents. The influences from the environment implied how the
media explicitly provides impact based on the information being shared. Finally, the influences
from politics infer that millennials chiefly decide based on how the electoral candidate fair in the
field of politics. It was noteworthy that the sources of influences were evenly distributed.

Table 6. External Factors Influence the Choice for the Presidential Candidate to Vote for
Clustered as to the Source of Influence
Self Society Environment Politics
Self-research Testimonials News Platform
Track record Family Debates Campaign
Educational Attainment Friends Advertisements Affiliation
Values in life Peers Polls Vision
Endorsement Forum Stand on issues

4. Conclusions
To conclude, millennials’ option for electoral candidates provided numerous values being
considered for them to finalize their choice. Integrity, honesty, and compassion are the top values
being regarded as important. Furthermore, the responses were more of character values or how
the electoral candidate bears himself/herself as a good human being. It was notable that love for
country as a personal value or individual guiding principle was provided as an important value
for an electoral candidate.

Moreover, it was evident that educational attainment was the most significant criteria in the
selection for electoral candidate of their choice. It was followed by track record, family
background, and affiliations. With this said, three (3) out of four (4) criteria were correlated to
personal benchmarks. It can be inferred that the respondents set the bar for electoral candidates
by looking into their personal credentials more than political credentials.

It was established that there were several significant influences that affect the choice of the
millennials for electoral candidates. Family as the basic unit of the society (as noted in the 1987
Constitution) had been the most influential. More so, the environment as a source of influence
also had a share of effect as the testimonials, debates, and advertisements may change the

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decisions of the millennials. Likewise, of all the political source of influences, platforms being
presented had an impact to the choice of electoral candidates.

4.1 Emerging Framework

Further research on how the millennials rank the list of values, criteria, and influences based on
relevance may be made to provide a new perspective to the study.

Also, as the study was created using phenomenological approach, the next presidential elections
may be of a different experience for the millennials; thus, a new study relevant to this study may
also be made.

Finally, using the framework conceived in the study as basis, the National Service Training
Program module on how to be able to discern and choose the best electoral candidate to vote for
may be authored.

Values

Criteria

Influences

Figure 1. Factors Influencing the Millennials on their Choice of Electoral Candidates

The figure depicts the factors affecting the millennials on their choice of electoral candidates.
These factors were relevant and significant as the experience of the millennials in voting for at
least two (2) consecutive presidential elections had made them decide on what to provide as
answers. The respondents also said that these factors, namely: values, criteria, and influences,
were exactly what made them decide and resolve for the vote they had made.

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