Slipping Through the Cracks: Can Imee Marcos Survive the 2025 Electoral Storm?

By Louis ‘Barok‘ C. Biraogo — December 23, 2024

POWER, once synonymous with the Marcos name, now faces a test of endurance. Senator Imee Marcos, navigating the minefield of a crowded senatorial race, sees her political fortunes faltering in the latest Pulse Asia survey. Despite a slight rise in support, her slipping rank—hovering between 10th and 14th—raises a critical question: can the Marcos dynasty maintain its foothold in an evolving political landscape?

The Decline of Imee Marcos: Exploring the Key Factors

Marcos-Duterte Feud
The rift between President Ferdinand “Bongbong” Marcos Jr. and Vice President Sara Duterte has laid bare the fragility of alliances forged for political convenience. Imee’s public defense of Duterte amid the feud, coupled with her decision to run independently of her brother’s administration slate, signals a strategic gamble to distance herself from the infighting. However, this maneuver may have backfired. Supporters of the Duterte camp may view her with suspicion, while Marcos loyalists could interpret her actions as a betrayal.
Perceived Policy Inconsistencies
Imee’s nuanced stance on controversial issues like the South China Sea has fueled questions about her alignment with the administration’s priorities. Her criticisms of her brother’s foreign policy—particularly her perceived overtures to China—may have alienated voters who expect unity within the Marcos camp. This issue is further compounded by a recent survey showing that a significant majority of Filipinos are not inclined to vote for candidates perceived as pro-China, reflecting widespread concerns about national sovereignty and foreign interference. Imee’s perceived position on this matter risks placing her at odds with prevailing voter sentiment.
Economic Discontent
The administration’s struggles to curb inflation and address rising economic hardships have eroded public trust. As part of the ruling family, Imee is inevitably tainted by the dissatisfaction, even if her senatorial role places her at a slight remove from executive policies.
Crowded Field
The emergence of unconventional candidates like Willie Revillame, a popular television host, has disrupted traditional voting patterns. Revillame’s charisma and populist appeal have siphoned support away from established political figures, including Imee.

The Pulse of the People: Analyzing Voter Sentiment in the Philippines

Filipino voters are navigating a turbulent political and economic landscape. Priorities such as alleviating poverty, combating corruption, and ensuring national sovereignty dominate public discourse. Imee Marcos, despite her attempts to position herself as a pragmatic and independent leader, may not resonate with a citizenry weary of dynastic politics and political drama.

Winning Back the Voters: Strategic Path to Recovery for Imee Marcos

To regain her footing, Imee Marcos must recalibrate her campaign strategy:

Rebranding Amid the Rift
Imee could capitalize on her “independence” narrative, portraying herself as a bridge between political factions. Highlighting her willingness to prioritize national interests over familial loyalty might appeal to undecided voters.
Focused Policy Advocacy
By championing concrete, voter-centric policies—such as enhancing social welfare programs and addressing economic inequality—she can demonstrate her relevance in the current political climate.
Grassroots Engagement
Imee must counteract the allure of populist rivals like Revillame by reconnecting with grassroots voters. Pulong-pulong ng bayan, community outreach, and social media campaigns can help her rebuild trust.
Leveraging Historical Context
While the Marcos name is polarizing, Imee could selectively draw on her family’s legacy to appeal to loyalists who view the Marcos era as a time of stability and development.

Beyond the Individual: Examining the Broader Implications

The Marcos Family Legacy
Imee’s precarious position in the surveys highlights the vulnerabilities of dynastic politics. A poor performance in the elections could signal the beginning of a waning influence for the Marcos family, potentially exacerbated by internal divisions and external criticisms.
Shifting Political Alliances
The unraveling of the Marcos-Duterte partnership underscores the ephemeral nature of Philippine political alliances. This fragmentation could catalyze the rise of new power blocs, further destabilizing the traditional political order.
The 2025 Elections as a Bellwether
Imee’s performance will serve as a barometer for the public’s sentiment toward the administration and the Marcos brand. A defeat or diminished showing could embolden opposition forces and reshape the 2028 presidential race.

A Delicate Dance: Imee Marcos’s Precarious Political Position

For Imee Marcos, the road to reelection is fraught with challenges that extend beyond the polls. It demands a delicate balance between familial loyalty, independent branding, and the ability to resonate with an electorate seeking change. Whether she can navigate this treacherous path will not only determine her political future but could also mark a pivotal chapter in the evolving narrative of Philippine politics.