In a state of perpetual campaign
The moment VP Sara Duterte declared her intention to run for president in 2028 -- far earlier than any formal campaign season -- it was less shocking and more telling. It underscored a reality Filipinos know too well: we live in a state of permanent campaigning.
Even before ballots are printed, political positioning is already underway. And once again, we seem poised to watch leaders focus more on alliances than action, more on strategy than solutions.
Governance on hold?
Duterte’s announcement stood out not just because of its timing, but because of what’s happening on the ground. Across the country, flood control failures continue to expose communities to danger. Promised mitigation projects remain incomplete or controversial. Allegations of corruption swirl. And for many Filipinos, the frustration is no longer abstract -- it’s personal.
Flood control is not merely an engineering issue; it is about homes submerged, livelihoods lost and trust eroded.
Yet instead of seeing an all-hands-on-deck approach to governance, we are hearing the early drumbeats of 2028.
To be fair, there are strategic reasons for declaring early -- building machinery, consolidating allies, shaping narratives. But the downside is equally significant: when politicians detach from pressing national concerns and instead bathe in the endless cycle of campaign messaging, the national agenda gets hijacked by politics itself.
The political terrain
This moment matters not only because of personalities, but because of the changing forces shaping our democracy.
Civil society is louder and more assertive. Watchdog groups, grassroots movements and advocacy coalitions are demanding transparency and measurable outcomes. They are no longer content with slogans. They want receipts.
Meanwhile, the electorate itself has shifted dramatically.
In the 2025 midterm elections, Millennials and Generation Z voters accounted for well over 60 percent of the electorate. That is roughly more than 40 million Filipinos aged 18 to 44. That is not a niche voting bloc; that is the political center of gravity.
These digital-native generations grew up amid economic uncertainty, climate anxiety and nonstop information streams.mTheir priorities are jobs, education, integrity in governance, climate resilience. These are not optional add-ons; they should be driving the national conversation.
And then there is social media: TikTok, Facebook, X and Reddit have become political arenas. This is where narratives are built, reputations rise and fall and voters mobilize.
This democratization of discourse has clear upsides: more voices, more participation, more scrutiny. But it also fuels disinformation, hyper-partisanship and personality-driven politics that can drown out nuanced debate. Where virality can outweigh policy, the line between public service and performance art can blur.
Early political discourse can energize voters. It can encourage issue-based campaigning, but only if candidates are willing to compete on ideas. But when elections permanently loom, leadership risks becoming reactive instead of visionary. Short-term headlines replace long-term solutions.
So where does that leave us as 2028 chatter intensifies?
The early 2028 chessboard
With Duterte’s declaration, speculations over possible 2028 combinations were also set abuzz. Who's going to be her running mate on the campaign trail, who can give them a good fight and what are the possible implications?
Possible VPs for the VP:
- Sen. Imee Marcos – A Duterte-Marcos tandem would revive echoes of the 2022 Uniteam. But given how quickly that alliance fractured after victory, voters may ask whether political memory is short, or simply selective.
- Sen. Robin Padilla – While Duterte led the VP race dominantly in 2022, Padilla enjoyed the most votes among senate hopefuls. Yet his tenure has been polarizing, raising questions about whether popularity can translate into broader executive credibility.
- Sen. Bong Go – Once known primarily as a close aide to former President Rodrigo Duterte, Go has since built a solid brand and following. Their partnership could further consolidate a familiar voter base.
- Sen. Rodante Marcoleta – Marcoleta's first term may be rocky, from losing a prized chairmanship all too quickly, to finding himself in a word war over our maritime rights and agenda, but the neophyte senator could help the VP tap into a national machinery that consistently delivers a strongly significant share of votes.
Challengers and alternatives:
- Naga City Mayor and former Vice President Leni Robredo with Sen. Raffy/Erwin Tulfo – Robredo’s 2022 campaign energized younger voters and galvanized grassroots volunteers, even if it fell short numerically. Can the Tulfo brand fill in the gaps this time?
- Robredo with Sen. Bam Aquino, Sen. Risa Hontiveros, or Sen. Kiko Pangilinan – The 2025 midterms suggested shifting political currents, with gains from candidates outside the administration’s endorsement circle. Whether that momentum is durable enough for 2028 is still up for debate.
- Hontiveros as a presidential contender herself – Even before Duterte’s announcement, discussions within opposition circles floated Hontiveros as a possible standard-bearer, given her alignment with reform-oriented voters and Robredo’s previous coalition.
- DPWH Secretary Vince Dizon and DILG Secretary Jonvic Remulla – Among administration figures, these two have drawn attention. But their political fortunes will inevitably be tied to how the current administration’s performance is judged by 2028.
The chessboard is being arranged early. But while politicians calculate moves, the public continues to live with unresolved challenges.
To those preparing to run: you are custodians of public trust, not contestants in a never-ending popularity contest. The country’s problems do not pause for political timelines.
To the voters -- especially our vibrant Millennial and Gen Z majorities -- your influence is enormous. You can transform political conversations from political loyalties to critical evaluation. Use that power not merely to cheer on names but to demand accountability, substance and integrity.
In the end, the true measure of leadership is not how early a campaign begins, but how deeply it listens before it speaks. We are a nation that deserves progress, not perpetual campaigning. The question is no longer just who will lead in 2028. But who, starting now, is willing to govern.
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