The Truth about Singapore: McCann Worldgroup Singapore releases consumer research report

Data in McCann Worldgroup Singapore’s latest Truth Study, The Truth about Singapore, reveals the profound shifts that are taking place in work and culture in the city state.

• 1 in 2 Singaporeans express openness to building relationships with robots.
• 81% of Singaporeans believe those not learning about AI will be left behind.
• 75% of Singaporean say that if their job were to disappear tomorrow, they don’t believe the world would notice.
• 84% of Singaporeans have concerns about Singapore’s aging population, (vs 54% globally).

The findings are derived from over 243,579 unique data points across a survey of 2,035 Singaporeans spanning the complete demographic mix. The data was collected by Truth Central, McCann Worldgroup’s consumer insights division, over two years, in three waves.

To further understand Singapore’s unique societal fabric, three focus groups were run in Singapore, representing Singaporeans from different walks of life and age groups. Eleven expert interviews were also conducted, including insights from cultural tastemakers, innovators in technology and business, human resource professionals, academics, and advocates for mental health and climate change. Additionally, other social listening and trend analysis was carried out across various platforms such as Crowdtangle, Pulsar, Facebook, X, and Reddit.

The Truth About Singapore unveils critical societal evolutions, spotlighting the vital role technology and changing work paradigms play in shaping the future of Singapore. Amidst these shifts, a standout finding — that 90% of Singaporeans believe global brands have the power to make the world a better place — underscores the significant impact these entities can have on societal progress. This belief presents a call to action for global and local brands alike, encouraging them to harness their influence to drive positive change and align with the aspirations and challenges of Singaporeans in this dynamic landscape.

Key trends that have emerged include:

Singapore’s R&R: Reactions and Realities
Singapore is an economic powerhouse that embraces the benefits of cultural diversity. While many take pride in their citizenship, Singaporeans are grappling with a rapidly changing new socioeconomic realities and are looking for ways to navigate this new landscape.
• 1 in 3 Singaporeans believe citizenship is a core part of their identity.
• Cost of living/inflation is the #1 Challenge Singaporeans think the world is facing in the next 20 years.
• 52% have felt tokenised at work (i.e. treated like a diversity hire).

Erosion of Humanness in Tech Transformation
While Singapore is embracing the global technological transformation, the erosion of humanness and interpersonal bonds is an impending problem, as Singaporeans seek non-traditional ways of interaction, enabled by technology.
• 65% of Singaporeans demonstrate an openness to AI for offering shopping recommendations.
• 1 in 2 Singaporeans express openness to building relationships with robots.

Pursuit of Purpose in a Changing Work Landscape
The evolving workplace has introduced new levels of work-related anxiety, and Singaporeans are searching for what they want from work – as well as what meaningful employment means.
• 81% of Singaporeans believe those not learning about AI will be left behind.
• 75% of Singaporean say that if their job were to disappear tomorrow, they don’t believe the world would notice – the 2nd highest among all countries surveyed.
• 74% of Singaporeans say that they put on a different persona to fit in at work vs. 58% as a global average.

Conflicting Repercussions of Traditional Familial Ideals
Singapore is navigating the clash between traditional and modern family ideals, facing a parenthood paradox amidst a looming demographic shift and ongoing evolution in mental health dialogues today.
• 75% firmly believe that everyone bears the responsibility of having children, vs. the global average of 50%.
• 50% agree that they “would like to maintain my independence”, vs. the global average of 35%.
• 13% of children are taking medication for their mental health, vs. the global average of 8%.

“The Truth About Singapore offers an honest perspective of the new Singaporean identity, unpacking attitudes, aspirations and expectations that have evolved from enduring persistent economic headwinds and emerging social stratification. As Singapore renews and transforms itself to stay competitive, it’s important for brands and organisations to also understand how they can better mobilise themselves to Singaporeans’ changing needs and help current and future generations to weather disruptions and thrive. This genuine connection is the cornerstone for making a meaningful impact in the lives of Singaporeans today”, said Fathrul Fazakir, General Manager, McCann Worldgroup Singapore.

Download the full report here.