The potential ban of TikTok in the United States is more than a policy decision. It’s a reckoning for marketers and content creators who depend on the platform. TikTok’s advertising revenue exceeded $18.5 billion globally in 2024, with approximately $10 billion attributed to the US market alone. For creators, the stakes are even higher; TikTok is a critical income source, contributing an estimated $24.2 billion to the US GDP and supporting over 224,000 jobs. A ban would not only devastate these livelihoods but also redirect billions in ad revenue to competitors like Meta and Alphabet, fundamentally reshaping the digital marketing landscape.

At the core of this disruption is a hard truth: brands and creators do not own their followers. Platforms like TikTok hold the data, dictate access, and can vanish or change their rules overnight. The potential fallout from a ban highlights the need for marketers to rethink their strategies. Diversifying platforms, leveraging market research, and building direct connections with audiences are no longer optional – they’re essential to survival in an unpredictable digital ecosystem.

The Illusion of Ownership

Social media has given brands and creators unprecedented access to audiences – but the power dynamic has always been skewed. Platforms like TikTok, Instagram, and YouTube control the data, dictate the algorithms and ultimately decide who sees what. For marketers, this creates an illusion of ownership, masking a fundamental vulnerability: when a platform changes its policies or faces regulatory action, access to that audience can disappear overnight.

TikTok exemplifies the scale of this dependency. With over 121 million monthly active users in the US and 1.6 billion globally, it has become a cornerstone for brands targeting younger demographics. 

In 2024, the average US adult spends 58.4 minutes daily on TikTok, up from 27.4 minutes in 2019. This five-year surge in engagement solidifies TikTok as one of the most captivating platforms in the digital landscape. For creators, TikTok offers a lucrative ecosystem, contributing billions in advertising and influencer revenue. However, this reach and revenue exist at the mercy of the platform’s continued operation.

History offers stark lessons on the risks of platform reliance. Vine’s abrupt shutdown in 2017 wiped out entire communities of creators and brands that had invested heavily in its ecosystem. Instagram’s move to a pay-to-play model, prioritizing ads over organic reach, pushed many businesses to overhaul their strategies. YouTube’s recurring demonetization policies have similarly left creators scrambling to replace lost income streams. Most recently, X (formerly Twitter) altered its monetization model, tying payouts to engagement from Premium users and forcing creators to rethink how they generate revenue.

The lesson is clear: social media platforms are tools, not guarantees. Brands that fail to build independent, direct connections with their audiences risk losing more than visibility – they risk losing their entire foundation for engagement and revenue. As the TikTok ban looms, it’s a timely reminder that the only sustainable strategy is one that puts ownership of audience data back in the hands of brands and creators.

The Market Research Perspective

When platforms falter, market research becomes the ultimate safety net for brands. While social media metrics offer a glimpse into audience behavior, they’re limited by the platform’s control over data. Market research tools, on the other hand, provide brands with the independence and depth needed to adapt in the face of disruption.

Understanding Audiences Beyond the Platform
Tools like social listening and sentiment analysis allow brands to track consumer behavior and conversations across multiple channels, not just a single platform. These insights reveal what matters most to audiences – whether it’s sustainability, personalization, or emerging trends – and help brands craft strategies that resonate even if access to a specific platform disappears. Audience segmentation further refines this understanding, enabling brands to pinpoint which demographics or regions align with their core values and products.

Identifying the Right Platforms
Market research also plays a pivotal role in identifying where brands should invest their resources. Not every platform appeals to every audience. For example, Gen Z users dominate TikTok, but Millennials are more active on Instagram, and professionals gather on LinkedIn. By analyzing audience preferences and regional trends, brands can diversify their digital presence strategically, ensuring that no single platform dictates their success.

Pivoting in the Face of Disruption

The 2020 TikTok ban in India exposed the fragility of marketing strategies that depend on a single platform. With over 200 million users in India by 2020, TikTok was a key channel for reaching younger consumers. When the Indian government enforced the ban, citing national security and data privacy concerns, creators and brands were abruptly cut off from a massive audience. However, brands that had invested in understanding their audiences were able to pivot quickly, shifting their focus to platforms like Instagram Reels and YouTube Shorts. Bira 91, an Indian FMCG brand, used consumer insights to adapt its campaigns to Instagram Reels, targeting the same demographic. This data-driven strategy allowed the brand to recover a significant portion of its lost engagement, demonstrating the power of audience understanding and the ability to adapt swiftly to new platforms.

Similarly, Vine’s shutdown in 2017 left creators scrambling to maintain their digital presence. Vine had been one of the most influential platforms for short-form video content, but its sudden closure disrupted many creators’ revenue streams. Creators who had taken the time to understand their audiences and the type of content that resonated – whether humor, tutorials, or lifestyle inspiration – could transition smoothly to platforms like YouTube and Instagram. 

King Bach, born Andrew Bachelor, is a prominent actor, comedian, and content creator who initially rose to fame with his short, humorous videos on the now-defunct Vine platform. He became one of the top creators on Vine before the platform was shut down in 2017. Unlike many creators who struggled to transition, King Bach quickly adapted his content to YouTube, growing his channel to millions of subscribers. His ability to understand and cater to his audience’s preferences, regardless of the platform, allowed him to maintain relevance and continue his success beyond Vine. 

Recent changes to monetization models on platforms like X (formerly Twitter) have highlighted the ongoing risks of platform dependence. X has shifted its creator payout structure, tying payments to engagement from Premium users rather than ad revenue. This change has forced many creators to rethink how they engage with their audience and generate income. TikTok’s ability to recover quickly after the India ban was possible because brands and creators understood the nuances of their audience, enabling them to adjust their content strategies and move to new platforms without losing significant revenue or engagement.

These examples provide a vital lesson: platforms are volatile, but understanding your audience isn’t. The ability to pivot to new platforms and adjust content to meet shifting audience expectations is not just a reactive tactic but a proactive strategy grounded in solid market research. 

The Safety Net for the Future
Market research not only helps brands navigate disruptions but also empowers them to flourish in an unpredictable environment. By consistently analyzing consumer behavior, sentiment, and emerging trends, brands can anticipate changes and adapt proactively. 

Building a Platform-Agnostic Strategy

For brands navigating the volatile world of social media, diversification is not just a safeguard – it’s a strategy for sustained growth. Relying on a single platform exposes marketers to the whims of algorithm changes, policy shifts, or outright bans. By adopting a platform-agnostic approach, brands can ensure their message reaches audiences across multiple channels, minimizing risk and maximizing visibility.

The Case for Diversification
Platforms rise and fall, but audience expectations remain constant. Consumers want engaging, relevant content delivered where they are. Diversifying across multiple platforms allows brands to maintain connections with their audiences, even when one platform’s reach is disrupted. For example, creators who transitioned from Vine to YouTube and Instagram maintained their visibility by adapting their content to the preferences of each platform’s audience. The same principle applies to brands that seek long-term resilience.

Actionable Steps for Marketers

  • Cross-Promote Content
    • Ensure your content isn’t confined to a single platform. Create variations that can live on YouTube Shorts, Instagram Reels, and TikTok simultaneously.
    • Leverage cross-promotion to direct followers from one platform to another. For example, a TikTok video can include a call-to-action for a YouTube channel, ensuring audience migration if one platform falters.
  • Leverage Owned Channels
    • Establish and prioritize owned channels like websites, email newsletters, and apps. These channels give you direct access to your audience without relying on third-party algorithms.
    • Offer exclusive content, early access, or special discounts to encourage followers to subscribe to your newsletter or download your app. Brands like Glossier have successfully used newsletters to maintain strong connections with their communities outside social media.
  • Test New Platforms
    • Experiment with new platforms to stay ahead of emerging trends. YouTube Shorts, LinkedIn, and niche apps like BeReal offer untapped opportunities to reach specific audiences.
    • Monitor the performance of test campaigns to determine where your efforts yield the best results. For example, during TikTok’s early days, brands that embraced the platform reaped massive rewards as it became prominent.

Building a platform-agnostic strategy ensures that no single platform controls your access to your audience. By spreading content across multiple channels, cultivating owned platforms, and staying open to emerging trends, brands can future-proof their marketing efforts. 

Owning Your Data

When algorithms dictate visibility and platforms hold the keys to audience access, owning your data is the ultimate form of independence. First-party data – the information you collect directly from your audience – allows brands to build lasting, direct relationships with consumers while insulating themselves from the volatility of social media platforms. This isn’t just a safeguard; it’s a proven driver of higher ROI and long-term success.

The Power of First-Party Data
Unlike third-party data, which is aggregated and often incomplete, first-party data is accurate, actionable, and uniquely tailored to your brand. Studies show that marketing campaigns leveraging first-party data see a 2x–5x higher ROI than those relying on third-party sources. By owning this data, brands can create personalized experiences, predict customer behaviors, and optimize engagement without the constraints of platform algorithms or external disruptions.

Strategies for Building Direct Engagement

  • Email Campaigns with Value-Driven Content
    • Email remains one of the most effective channels for engagement, with an average ROI of $36 for every $1 spent.
    • Encourage users to subscribe by offering exclusive content, personalized recommendations, or early access to sales. For example, brands like Sephora use tailored email campaigns based on purchase history to drive repeat business.
  • Subscription-Based Services
    • Build direct, recurring revenue streams through subscription models. Offer exclusive content, VIP experiences, or premium products to subscribers.
    • Examples include Patreon for creators or The New York Times’ subscriber-only journalism, both of which successfully monetize audience loyalty.
  • Community-Building Tools
    • Platforms like Discord, Slack, or private forums enable brands to create intimate, engaged communities where they can interact directly with their audience.
    • These communities foster loyalty and allow brands to gather insights directly from their most invested users. For instance, fitness brand Peloton uses private Facebook and app-based groups to maintain a strong community connection.

As privacy regulations tighten and third-party cookies phase out, first-party data will only grow in importance. Brands that focus on building these direct connections now will have a significant competitive edge in the future. Owning your data means owning your audience – and in a landscape where platforms come and go, it’s the only way to ensure resilience and relevance for years to come.

Anticipating Audience Migration Patterns

When platforms falter, audiences don’t disappear – they migrate. Market research can help brands predict where their target demographics will go next, ensuring continuity in engagement. For instance, when TikTok was banned in India, many creators and audiences shifted to Instagram Reels and YouTube Shorts. Brands that anticipated this migration by monitoring audience preferences and testing campaigns on these platforms were able to adapt seamlessly, maintaining their presence and avoiding revenue loss.

Understanding Emerging Consumer Behaviors
Consumer habits are constantly evolving, driven by technology and cultural shifts. The rise of audio-only platforms like Clubhouse and Spotify Greenroom, as well as private social networks such as Discord, reflects a growing preference for more personalized and intimate digital interactions. Market research enables brands to identify these trends early, ensuring they can tailor their strategies to meet new demands. For example, brands that embraced podcast sponsorships and audio ads capitalized on the surge in audio consumption, creating authentic connections with their audiences.

Identifying Unmet Needs
Market research doesn’t just track existing trends – it uncovers gaps in the market that can guide new marketing initiatives. Predictive analytics and sentiment analysis allow brands to understand what consumers want but can’t yet find. For instance, a food brand analyzing health-conscious consumer trends might discover a growing demand for plant-based proteins tailored to regional flavors. Acting on this insight could position the brand as a leader in an untapped category.

Predictive Analytics and Trend Analysis in Action
Predictive analytics transforms historical data into actionable forecasts, giving brands a strategic advantage. Consider how Netflix uses viewer data to anticipate trends in content preferences, ensuring its platform is always stocked with binge-worthy series. Similarly, fashion brands like Zara use trend analysis to predict seasonal demands, enabling them to produce and deliver popular items faster than competitors. These tools help brands remain proactive rather than reactive, turning insights into immediate action.

The Path to Proactive Marketing
Relying solely on past data or platform metrics is no longer enough in a digital ecosystem that changes by the day. Market research provides the foresight needed to anticipate disruptions and stay ahead of the curve. By predicting audience movements, understanding new behaviors, and identifying unmet needs, brands can not only navigate change but also lead it.

For marketers, embracing market research as a forward-looking tool is the difference between being caught off guard and setting the pace. In an unpredictable world, the brands that thrive will be those that see the next trend – or disruption – before it happens.

The Future Belongs to Prepared Marketers

The digital landscape has never been more uncertain. Platforms rise to dominance and fall from favor with increasing speed, leaving brands that depend on them vulnerable. The looming TikTok ban is not an isolated event – it’s a harbinger of the volatility that defines modern marketing. Those who cling to the illusion of platform permanence risk being swept away by the next disruption.

Prepared marketers understand that control is not given; it is taken. They are building direct connections with their audiences, harnessing the power of first-party data, and leveraging insights from market research to anticipate what’s next. They don’t wait for the ground to shift – they shape the terrain themselves.

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For many in Singapore, studying abroad has long symbolized a gateway to success, offering prestige, cross-cultural experiences, and broader career paths. However, as Gen Z begins to dominate the student population, their values and expectations reshape perceptions of overseas education. Driven by economic concerns, digital accessibility, and social responsibility, Gen Z is pushing universities to rethink what it means to be a truly global and appealing institution.

Today, the decision to study overseas goes beyond brand reputation or rankings. Gen Z evaluates university brands through the lenses of affordability, flexibility in learning formats, cultural relevance, and alignment with their values, such as sustainability and inclusivity. This shift presents challenges and opportunities for institutions looking to attract students from Singapore.

Gen Z Prioritizes Sustainability and Inclusivity in Higher Education

Social consciousness defines Gen Z. It shapes consumer choices and higher education preferences. This generation values authenticity. They align with causes such as sustainability, diversity, and inclusion. Universities that reflect these principles, not just educate, earn their trust.

According to our collaborative study with Vero Advocacy, 73% of Gen Z students in Singapore believe that a university’s commitment to social and environmental responsibility is a decisive factor when choosing where to study. This highlights a growing demand for universities to champion causes beyond academics actively.

For Singaporean students, institutions like Yale-NUS College resonate because of a commitment to environmental and social initiatives. Monash University has taken this a step further in Australia with its Net Zero Initiative, aiming to become carbon neutral by 2030. This commitment aligns well with Gen Z’s expectations, as recent surveys indicate that a university’s sustainability practices significantly influence students’ preferences.

Gen Z’s demand for authenticity also extends to social inclusivity. Universities that create environments of diverse representation and that prioritize social equity are seen as forward-thinking, earning credibility and appeal among Singapore’s values-driven Gen Z. Institutions aiming to attract this demographic must, therefore, demonstrate more than just academic prowess—they need to reflect genuine social commitments that resonate with Gen Z’s core beliefs.

Affordability and Career Outcomes Drive Gen Z’s University Choices

With rising tuition costs and increasing economic uncertainty, Gen Z approaches education pragmatically, prioritizing affordability and tangible career outcomes. Affordability is not just a factor; it’s a deciding criterion. A recent survey highlights that 65% of parents in Asia prioritize affordability when considering overseas education options for their children, and Gen Z is similarly cautious, evaluating education as an investment where costs must align with tangible career outcomes.

Germany has become a favored destination for its high-quality education offered at low or no tuition fees. The appeal of institutions like the Ludwig Maximilian University of Munich and the University of Heidelberg lies in their academic reputation and affordability, attracting Singaporean students with limited budgets. Canada is another increasingly popular option, with its relatively affordable tuition fees and post-graduation work opportunities at universities such as the University of Toronto and McGill. These universities understand that affordability, coupled with career support systems, makes them competitive choices in an ROI-conscious world.

For Gen Z, ROI is everything. Universities must go beyond degrees, offering career placement and practical experiences that justify their costs. Institutions that can convey the value of their education in terms of career outcomes are well-positioned to attract Gen Z students from Singapore.

The Vero Advocacy and Kadence International study reinforces this point, with 68% of Singaporean Gen Z respondents citing career-oriented education as a top priority. Universities that align their offerings with these expectations stand out in an increasingly competitive education market.

Flexibility in Learning Models Becomes Essential for Gen Z

Gen Z grew up digitally native. Their expectations for tech integration, especially in education, are sky-high. Flexibility in learning models—whether online, hybrid, or asynchronous—has become a pivotal criterion for Gen Z when selecting a university. Engaging in a blended or fully online program offers an attractive alternative for many students, especially those evaluating the cost and practicality of studying abroad.

Findings from the Vero Advocacy and Kadence International study indicate that 62% of Gen Z students in Singapore prefer universities that offer flexible learning models, viewing these options as essential for balancing education with personal and professional commitments.

The University of London has long been a leader in this domain, offering distance learning options that allow international students to earn reputable degrees remotely. Australia’s University of Queensland has similarly invested in digital learning platforms, offering interactive online modules replicating the on-campus experience. These initiatives demonstrate that digital options are not a temporary trend but an enduring expectation for Gen Z students looking for flexibility.

A recent study by Pearson shows that 59% of Gen Z students globally consider flexible learning formats essential when choosing a university. As more institutions offer digital alternatives, they reduce logistical barriers and meet Gen Z’s desire for learning models that adapt to their lifestyles. Universities seeking to attract Singaporean students must thus prioritize robust, tech-forward learning experiences that align with Gen Z’s expectations for accessibility and quality.

Cultural Relevance Draws Singapore’s Gen Z to Regional Universities

Practicality drives a growing preference among Singaporean Gen Z students for top-tier universities in the Asia-Pacific region, where cultural familiarity and proximity offer a compelling alternative to Western institutions. Additionally, findings from the Vero Advocacy and Kadence International study reveal that 64% of Gen Z students in Singapore prioritize universities that reflect regional values, citing the importance of cultural relevance in shaping their academic and personal experiences.

Top regional universities in countries like Japan, South Korea, and Australia offer a blend of academic rigor and cultural relevance that appeals to students seeking an international education with minimal cultural adjustment. The National University of Singapore’s (NUS) partnerships across Asia foster exchanges and dual-degree programs, enabling students to gain international exposure within the region. Japan’s University of Tokyo, for instance, has introduced English-language programs to attract international students across Asia while maintaining a strong focus on social and economic issues relevant to the region.

Australian institutions like the Australian National University (ANU) also cater to Southeast Asian students with extensive support networks, cultural societies, and connections to regional employers. For Gen Z, these regional offerings provide an appealing balance of academic excellence, cultural familiarity, and access to relevant career networks post-graduation.

What Universities Must Do to Attract Singapore’s Gen Z

Singapore’s Gen Z is rethinking education. Prestige matters less; value-driven decisions now lead the way.

Affordability, digital flexibility, social consciousness, and cultural alignment are now central factors shaping their choices.

Key Takeaways for Universities:

  • Commit to Social and Environmental Responsibility: Gen Z values institutions with authentic, transparent commitments to sustainability and social equity.
  • Provide Affordable and Career-Oriented Solutions: Universities offering financial aid, affordable tuition, and robust career support systems have a competitive advantage.
  • Embrace Digital Flexibility: Flexible learning models, including online and hybrid options, are critical in appealing to digitally savvy Gen Z students.
  • Offer Regional Relevance: Universities in Asia-Pacific can appeal to Singaporean students by aligning with regional values, cultural familiarity, and post-graduate opportunities.

The Vero Advocacy and Kadence International study underscores these takeaways, showing that 73% of Gen Z students in Singapore value institutions that integrate sustainability, inclusivity, and regional collaboration into their educational offerings.

By aligning with these evolving expectations, universities can attract Gen Z students from Singapore who value education that reflects their values, lifestyles, and pragmatic outlook. Institutions that adapt to these changing priorities will meet today’s students’ needs and build stronger, more relevant brands for future generations.

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Singapore has established itself as a global sustainability leader, with 100% of its top 100 companies achieving sustainability reporting—a distinction shared by only seven nations worldwide.

Over three-quarters of these companies recognize climate change as a financial risk, exceeding the global average of 55%.

Singapore’s Green Plan 2030 outlines a comprehensive strategy for achieving net-zero emissions, emphasizing urban greening, sustainable living, and renewable energy.

The push toward sustainability is also reflected in consumer behavior. Our study on sustainability across ten countries, The Green Brand, reveals that 24% of Singaporeans strongly agree they choose products or services based on environmental credentials, emphasizing the importance of sustainability in purchasing decisions.

This unwavering commitment to sustainability, driven by government initiatives and corporate responsibility, has fostered a thriving green market in Singapore. Conscious consumerism is reshaping the way corporations and individuals approach environmental impact. 

The Growth of Sustainability in Singapore

Government policies have laid a strong foundation for this transformation. Initiatives like the carbon tax—the first in Southeast Asia—have encouraged brands to reduce emissions, while programs such as Eco Fund grants support community-led sustainability projects. These efforts are shaping corporate strategies and cultivating eco-conscious habits among residents.

Corporate engagement is another key driver. Major companies in Singapore have integrated sustainability into their business models. For instance, CapitaLand launched its 2030 Sustainability Master Plan, which outlines ambitious goals for carbon reduction, energy efficiency, and adopting green building technologies.

On the consumer front, demand for eco-friendly products has surged. Singaporean consumers consider sustainability a critical factor in their purchasing decisions, making the green market an essential brand focus. This shift is particularly pronounced among younger generations, who are more likely to support brands that align with their environmental values.

Key Drivers of Conscious Consumerism in Singapore

Environmental awareness is fueling conscious consumerism in Singapore, reshaping purchasing behaviors and lifestyle choices. By understanding and addressing these drivers, brands can position themselves as leaders in sustainability, building trust and loyalty among eco-conscious consumers while contributing to Singapore’s vision of a greener future.

Generational Influence

Millennials and Gen Z drive this transformation, showcasing a strong commitment to environmental sustainability. A Deloitte survey found that 60% of Gen Z and 79% of millennial Singaporeans are willing to pay a premium for sustainable products or services. These figures reflect a significant shift in consumer priorities, with sustainability becoming a key factor in purchase decisions.

Shifting Consumer Behaviors

Beyond the willingness to pay, Singaporean consumers are actively aligning their actions with their values. The same study shows nearly 29% of Gen Zs and 28% of millennials in Singapore have stopped or reduced relationships with businesses whose practices harm the environment. Personal actions such as avoiding fast fashion, reducing air travel, and adopting plant-based diets are increasingly prevalent, signaling a broader cultural shift toward sustainability.

Increased Awareness and Education

Public awareness of climate change and environmental challenges continues to rise, supported by initiatives like the Sustainable Singapore Movement. Educational programs and campaigns have equipped Singaporeans with the knowledge to make informed decisions, empowering them to choose products and services aligned with eco-conscious principles.

The Role of Social Media

Social media has become a powerful catalyst for driving sustainability conversations. Influencers advocating for green lifestyles amplify messaging and connect with audiences, while hashtags like #SustainableLivingSG regularly trend, showcasing reusable products, zero-waste efforts, and plant-based diets. Social platforms have effectively turned sustainability into a shared community value.

Shifting Cultural Norms

Cultural attitudes toward consumption are also evolving. While traditional preferences emphasize cost and convenience, modern Singaporean consumers increasingly prioritize long-term environmental benefits. This change has encouraged second-hand shopping, product sharing, and the adoption of circular economy principles, particularly among younger demographics.

Support from Policy and Industry

Singapore’s government plays a pivotal role in nurturing this movement. Policies such as subsidies for electric vehicles, incentives for green certifications, and public waste management reforms create a robust ecosystem for sustainable practices. Companies are also stepping up, integrating green strategies to resonate with consumer values and align with national goals, such as the Green Plan 2030.

Consumer Trends in Singapore’s Green Market

Singapore’s green market is evolving rapidly, driven by consumer demand, innovative business practices, and government initiatives. The following trends highlight how sustainability shapes industries and consumer behavior in the city-state.

Popular Trends in Consumer Behavior

  • Reusable and Sustainable Products: From reusable bags and tumblers to biodegradable packaging, consumers opt for eco-friendly alternatives that reduce waste.
  • Plant-Based Diets: The popularity of plant-based diets continues to grow, with an increasing number of restaurants and retailers offering vegan and vegetarian options. Local startups like Shiok Meats, specializing in cultivated seafood, are gaining traction.
  • Conscious Fashion Choices: Consumers are steering away from fast fashion, favoring sustainable brands and second-hand clothing platforms like Style Theory and Refash.

Rise of the Circular Economy

Circular economy principles are gaining momentum in Singapore. Platforms for renting, reselling, or repairing products have become more prominent, allowing consumers to maximize the lifecycle of their purchases. For example:

  • Rental Models: Businesses like Retykle, focusing on pre-loved children’s clothing, make sustainable consumption more accessible.
  • Repair and Refurbish Services: Retailers now offer repair services to extend product lifespans, reducing the need for replacements.

Technology-Driven Sustainability

Innovative technology is transforming sustainability practices across industries:

  • Green E-Commerce: Companies are adopting eco-friendly packaging and carbon-neutral delivery options to reduce environmental impact.
  • Smart Energy Solutions: Companies and residential buildings are embracing energy-efficient technologies, such as smart grids and renewable energy installations, to reduce carbon footprints.

Corporate Sustainability Initiatives

Major corporations are leading by example, integrating sustainability into their operations. Committed to becoming carbon-neutral by 2022, DBS has introduced green loans and sustainable investment products for consumers. The real estate giant CapitaLand has rolled out its 2030 Sustainability Master Plan, focusing on reducing emissions, improving energy efficiency, and fostering innovation in green building technologies.

Expanding Green Food Options

Sustainability in food is another notable trend. The rise of urban farming initiatives, such as Edible Garden City, and plant-based food innovations are transforming the culinary landscape. These efforts support Singapore’s food security goals while catering to environmentally conscious consumers.

Focus on Electric Mobility

The adoption of electric vehicles is accelerating, supported by government incentives and infrastructure development. Initiatives like the Electric Vehicle Common Charger Grant encourage businesses to install EV chargers, making sustainable mobility more accessible.

These trends showcase how sustainability has permeated every aspect of Singapore’s market, from consumer behavior to business operations. For brands, staying ahead means embracing these shifts and finding innovative ways to deliver value while contributing to a greener economy.

Initiatives from both local and international brands exemplify Singapore’s commitment to sustainability. 

The following examples highlight how brands align with the nation’s environmental goals and consumer expectations.

FairPrice’s ‘No Plastic Bag’ Initiative

NTUC FairPrice, Singapore’s leading supermarket chain, has implemented several measures to reduce plastic bag usage. Through its year-long “No Plastic Bag” initiative, FairPrice saved over 57 million plastic bags—almost double its annual target of 30 million. Since the introduction of a mandatory 5-cent charge for disposable carrier bags, more than 90% of customers now bring their own bags to FairPrice, a significant increase from 61% prior to the charge. Additionally, starting July 2023, most medium to large FairPrice stores have introduced bag-sharing racks for customers to use, typically located near the checkout area.

Tesla’s Entry into Singapore’s EV Market

Tesla’s expansion into Singapore aligns with the government’s push for electric vehicle (EV) adoption. The introduction of Tesla’s EVs has been well-received, supported by government incentives such as the Electric Vehicle Early Adoption Incentive (EEAI), which offers rebates to encourage EV purchases. Tesla’s presence has accelerated the shift towards sustainable transportation in Singapore.

Shiok Meats’ Cultivated Seafood

Shiok Meats, a Singapore-based startup, is pioneering cell-based seafood production. Shiok Meats addresses overfishing and environmental degradation by developing cultivated shrimp and lobster, offering sustainable alternatives to traditional seafood. This innovation positions the company at the forefront of sustainable food technology.

Opportunities and Challenges for Brands in Singapore’s Green Market

Singapore’s green market presents unique opportunities for brands to align with sustainability goals and capture the loyalty of conscious consumers. However, navigating this landscape also comes with its challenges.

Opportunities for Brands

  • Growing Consumer Demand
    The increasing willingness of Singaporean consumers, particularly Millennials and Gen Z, to pay a premium for sustainable products and services provides a lucrative market. By incorporating sustainability into their offerings, brands can attract eco-conscious customers and build long-term loyalty.
  • Government Support
    Singapore’s pro-sustainability policies, such as subsidies for electric vehicles, tax incentives for green businesses, and initiatives under the Green Plan 2030, create a favorable environment for brands to invest in sustainable practices. Collaborating with government programs can enhance brand credibility and reach.
  • Innovation in Products and Services
    Brands can innovate by adopting circular economy principles or leveraging green technology. Examples include creating biodegradable packaging, introducing sustainable product lines, and using AI-driven tools to optimize supply chain sustainability.
  • Regional Leadership
    As one of Asia’s most advanced markets, Singapore can act as a springboard for brands aiming to expand sustainability efforts across Southeast Asia. Success in Singapore could position a brand as a regional leader in green innovation.

Challenges for Brands

  1. High Costs of Sustainability Initiatives
    Implementing sustainable practices often requires significant upfront investment. From sourcing eco-friendly materials to adopting green technologies, the costs can be prohibitive, particularly for small and medium enterprises.
  2. Consumer Skepticism About Greenwashing
    With rising consumer awareness comes increased scrutiny. Brands must ensure their sustainability claims are genuine and backed by evidence, as any perceived greenwashing could damage their reputation.
  3. Balancing Profitability with Sustainability
    Maintaining a balance between profitability and sustainable practices remains challenging for many brands. Ensuring eco-friendly products are competitively priced while maintaining margins is a delicate task.
  4. Adapting to Rapidly Changing Consumer Expectations
    Sustainability trends are evolving quickly, and brands must remain agile to meet new demands. Failing to keep pace with consumer expectations could result in lost market share to more innovative competitors.

The Path Ahead for Brands

To thrive in this market, brands must adopt strategies that embed sustainability into their operations. Here are actionable insights based on our findings:

Make Sustainability a Core Pillar of Growth

Sustainability must move beyond being a value proposition to becoming a foundational aspect of business strategy. Brands should prioritize long-term environmental goals over short-term financial pressures.

How to achieve this: Foster company-wide investment in sustainability by regularly communicating goals, showcasing results, and encouraging innovative ideas from employees.

Set and Review Quantifiable Targets

Targets serve as the compass guiding your sustainability efforts. They lend credibility, streamline initiatives, and enhance accountability.

Why it matters: Regularly reviewed and adjusted targets ensure alignment with current capabilities and emerging best practices.

Best practice: To enhance transparency and trust, use globally recognized frameworks, such as the G20 Financial Stability Board’s Task Force on Climate-related Financial Disclosures.

Measure Performance and Communicate Progress

Tracking performance against targets is essential for continuous improvement. Transparency in reporting achievements fosters internal commitment and strengthens consumer trust.

How brands can do this: Share progress through internal updates and public reports to demonstrate accountability.

Invest in Supply-Side Solutions

Finding environmentally friendly alternatives is critical in industries reliant on single-use plastics, such as hospitality and food. Brands should collaborate to develop innovative materials and infrastructure.

Example: Partnerships with the government to build missing infrastructure like reverse logistics systems, battery charging networks, and renewable energy solutions can have a transformative impact.

Leverage Technology for Sustainability

Technology is a key enabler of sustainable practices. From reducing waste to optimizing supply chains, digital solutions provide brands with tools to achieve meaningful change.

Opportunities: Explore advancements in e-commerce logistics, AI-driven supply chain management, and renewable energy integration to maximize sustainability gains.

Collaborate for Impact

Collaboration between the private sector and government is essential for creating a sustainability-supportive ecosystem. This includes developing infrastructure like waste management systems and renewable energy networks.

Next steps: Join public-private initiatives to co-create solutions that address immediate and systemic sustainability challenges.

Sustainability is no longer optional for brands operating in Singapore—it’s an expectation. By embedding sustainable practices into their operations, setting clear goals, and leveraging technology, companies can build trust, foster loyalty, and lead the green transition.

Read ‘The Green Brand’ report today to learn more about consumer attitudes toward sustainability and gain insights from nine other countries.

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Millennials and Gen Z, who comprise over half of Indonesia’s population, are leading cultural, economic, and digital transformations in the world’s fourth-largest nation. Yet, significant challenges remain on the path to realizing their potential.

Employment challenges—marked by a persistent skills mismatch and regional inequities—and the struggle for affordable housing remain key barriers. Despite these, Indonesia’s youth continue to innovate, leveraging platforms like TikTok and Instagram to carve out new opportunities through social commerce.

In our collaborative study with Vero Advocacy, we delved into many critical areas, and the two most impactful areas turned out to be employment challenges and social commerce trends. Let’s explore actionable strategies for policymakers and brands to empower this vibrant demographic while unlocking Indonesia’s economic potential.

Demographic Spotlight: Indonesia’s Youth

Millennials (26–41) and Gen Z (10–25) represent over half of Indonesia’s 280 million people. These groups influence societal and economic trends, blending tradition with global modernity.

Millennials: Anchors of the Workforce

  • Employment and Education: As established professionals, Millennials dominate manufacturing, public administration, and services. Many hold tertiary degrees but face challenges adapting to automation and technological advancements.
  • Housing Aspirations: They view homeownership as a marker of success but often struggle with affordability in urban centers.

Gen Z: Digital and Entrepreneurial Pioneers

  • Employment Trends: Gen Z favors flexible, purpose-driven roles, gravitating toward freelancing, digital marketing, and entrepreneurship.
  • Social Media Dominance: Platforms like TikTok and Instagram are integral to their self-expression and income-generation efforts, particularly through social commerce.

Employment Challenges: Bridging Skills and Opportunities

For Indonesia’s youth, employment is more than just a livelihood—it’s a pathway to stability, self-expression, and long-term progress. However, systemic barriers such as skills mismatches, urban-rural employment disparities, and limited entry-level opportunities continue to hinder their professional growth. Addressing these challenges is not just critical for empowering youth but also pivotal for Indonesia’s socio-economic future.

Key Challenges in Employment 

Skills Mismatch
Indonesia’s education system emphasizes theory over practice, leaving many graduates ill-prepared for job market demands. High-growth sectors like technology and renewable energy struggle with talent shortages due to insufficient vocational training. Over 60% of youth report a skills mismatch, fueling underemployment.

Urban-Rural Employment Divide
Job opportunities remain heavily concentrated in urban hubs like Jakarta, Surabaya, and Bandung, leaving rural youth with limited prospects. Many are forced to migrate to cities, often ending up in low-paying informal jobs that fail to provide long-term stability. This urban-rural divide exacerbates economic inequality and hinders rural regions’ ability to retain talent and foster economic growth.

Youth Unemployment
Despite Indonesia’s projected GDP growth of 5% in 2024, youth unemployment remains high. The report highlights that 88% of Gen Z and 89% of Millennials in Indonesia identify employment as a critical issue. Insufficient entry-level roles, inadequate mentorship programs, and limited internship pathways compound this problem.

Opportunities in Regional Hubs

To address the urban-rural employment divide in Indonesia, brands can play a pivotal role in decentralizing job opportunities by leveraging Indonesia’s emerging regional hubs. Cities like Yogyakarta, Medan, and Makassar offer untapped potential for expanding economic activities and creating localized employment opportunities.

Leveraging Regional Hubs

  • E-commerce Fulfillment Centers: Brands like Shopee and Tokopedia can establish logistics hubs in secondary cities to decentralize operations while tapping into local talent pools.
  • Tech and Creative Industries: Regional hubs are ideal for developing support centers for tech startups, creative agencies, and digital content production, providing flexible roles suited for Gen Z’s career aspirations.
  • Government Collaborations: Brands can partner with local governments and universities to co-develop skill-building programs tailored to regional economic needs.

Example: Yogyakarta as a Regional Model
Yogyakarta, often called the cultural heart of Java, is a city where tradition and innovation coexist. It is famous for its historic temples and vibrant arts scene and is home to leading universities and a thriving creative industry. This unique blend has made Yogyakarta a beacon for young talent, offering opportunities that extend beyond its cultural roots. By embracing digital innovation and cultural entrepreneurship, the city has attracted significant public and private investment, proving that regional hubs can play a pivotal role in youth employment. Yogyakarta’s approach to integrating education, skill-building, and job creation is an inspiring model for other regions in Indonesia.

Notable Initiatives by Indonesia’s Government 

The Indonesian government has taken significant steps to address these employment challenges through programs like Prakerja, a vocational training and financial aid initiative that equips participants with skills in digital marketing, entrepreneurship, and technical trades. Since its inception, over 16 million Indonesians have benefitted from Prakerja, showcasing its potential to bridge the skills gap.

Recommendations for Brands in Indonesia

Brands operating in Indonesia have a unique opportunity to play an active role in solving employment challenges by:

  • Investing in Skill Development: Partner with universities and vocational schools to co-design industry-relevant curricula and certifications. Focus on high-demand fields like renewable energy, digital marketing, and software development.
  • Expanding Regional Opportunities: Establish offices or satellite operations in secondary cities to reduce urban migration pressures and create local economic opportunities. Offer remote and hybrid work options to engage rural youth.
  • Supporting Youth Entry into the Workforce: Create structured internship programs and mentorship initiatives to help young professionals transition from education to full-time roles.

The Brand Opportunity

Addressing employment challenges isn’t just a policy imperative—it’s a strategic opportunity for brands to position themselves as champions of youth empowerment. By leveraging regional hubs, investing in skill-building, and creating pathways for employment, brands can foster loyalty and contribute meaningfully to Indonesia’s socio-economic growth.

The Rise of Social Commerce in Indonesia

Indonesia is Southeast Asia’s largest social commerce market, with platforms like TikTok, Instagram, and Shopee playing transformative roles in youth employment and entrepreneurship.

Key Stats and Trends in Social Commerce in Indonesia 

  • Digital Adoption: Over 50% of Indonesian youth use TikTok and Instagram not just for entertainment but as business platforms to sell products and services.
  • Social Commerce Revenue: Social commerce contributes nearly $8 billion annually to Indonesia’s economy, with youth driving this trend.
  • Inclusivity: Platforms enable rural entrepreneurs, particularly women and youth, to reach broader markets, bridging urban-rural gaps.

Example: TikTok Shop Indonesia

  • Launched in 2021, TikTok Shop empowers small businesses and youth entrepreneurs by integrating shopping features into the platform.
  • Success Stories: Thousands of young Indonesians use TikTok to promote and sell handmade crafts, fashion, and beauty products, earning sustainable incomes from their digital storefronts.

Global Inspiration: Sweden’s Digital Inclusion Policies

Sweden’s focus on equitable digital infrastructure offers valuable lessons for Indonesia:

  • Universal Broadband Access: Investments ensure rural areas have high-speed internet, fostering inclusivity in digital commerce.
  • E-Skills for All Program: This program targets young entrepreneurs, equipping them with digital skills to scale businesses online. Indonesia could adopt similar strategies to enhance rural connectivity and expand social commerce opportunities for underserved communities.

Recommendations for Policymakers in Indonesia

  • Bridge the Skills Gap:
    • Expand vocational training programs in high-demand sectors like e-commerce, renewable energy, and tech.
    • Establish regional centers of excellence to reduce dependency on urban hubs.
  • Foster Digital Inclusion:
    • Invest in rural broadband infrastructure to enable wider participation in social commerce.
    • Launch initiatives to combat misinformation and promote responsible digital use.
  • Support Social Commerce:
    • Offer tax incentives and grants for youth-led businesses operating on social platforms.
    • Collaborate with private companies to create scalable training programs for digital entrepreneurs.
genz-consumer-behavior-report

Recommendations for Brands in Indonesia

  1. Engage in Skill Development:
    • Partner with vocational institutions to design industry-specific certification programs.
    • Offer structured internships that provide hands-on digital marketing and e-commerce experience.
  2. Invest in Social Commerce Integration:
    • Build immersive shopping experiences on TikTok and Instagram, tapping into Gen Z’s entrepreneurial spirit.
    • Highlight sustainability in product offerings, aligning with youth values.
  3. Create Purpose-Driven Campaigns:
    • Collaborate with youth influencers to amplify brand initiatives tied to employment and digital empowerment.
    • Use social commerce campaigns to promote locally-made products, fostering community growth.

Final Thoughts

Indonesia’s Millennials and Gen Z are redefining progress through digital innovation and entrepreneurial grit. While challenges like employment gaps and housing inequities persist, the rise of social commerce offers a powerful pathway for youth empowerment.

To foster national growth, policymakers and brands must invest in Indonesia’s youth and align with their aspirations. Bridging gaps and fostering collaboration can transform the nation’s demographic advantage into lasting progress. Download the Full Report

Discover more insights into how Indonesia’s youth are shaping the nation’s future. Download our collaborative report with Vero Advocacy for actionable strategies to empower Millennials and Gen Z. Click here to learn more.

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Thailand’s millennials and Gen Z stand at the forefront of transformative change. Together, they constitute nearly half the population and redefine the nation’s priorities in employment, education, housing, and environmental sustainability. Their voices, once whispers, now resonate as catalysts for action and reform.

Despite their optimism—more than 85% expect a better quality of life within five years. However, systemic challenges temper this enthusiasm. Rising living costs, unaffordable housing, and job market mismatches jeopardize their aspirations. Policymakers face a pressing challenge: How can governance evolve to meet the ambitions of a generation poised to drive progress?

Reimagining Governance for Youth Priorities

Thailand’s governance system, a constitutional monarchy, shapes how policies are crafted and implemented. National strategies fall under the purview of the Parliament and Prime Minister, while local governance manages essential services such as housing and education. However, this centralized approach often limits grassroots engagement, a challenge as millennials and Gen Z push for greater inclusivity in decision-making.

These younger generations are leveraging digital platforms like TikTok and Facebook to amplify their demands for transparency, sustainability, and equity. This shift presents both a challenge and an opportunity for Thailand’s leadership: the challenge of responding to an informed and vocal demographic and the opportunity to harness their energy for nation-building.

Trust remains a key issue.

According to our recent research in collaboration with Vero Advocacy, about half of Thais trust the government to act in the public’s best interest and feel safe expressing their opinions on youth policies. Gen Zs demonstrate greater trust in the government compared to Millennials.

Policies such as the 15-year free education initiative and the One Family One Soft Power program signal responsiveness, but gaps remain in addressing youth priorities comprehensively. Bridging this divide requires a governance model that values youth participation and collaboration, ensuring policies reflect their evolving needs.

Demographic Insights: The Generational Divide

United in their influence, Thai millennials and Gen Z diverge in needs and aspirations, creating distinct challenges for policymakers.

Millennials (Ages 26–41): Stability Seekers

  • Population Size: 15.4 million (23% of the country’s population)
  • Employment: Primarily employed in stable, mid-career roles across industries like manufacturing, technology, and finance. They prioritize job security and upskilling opportunities.
  • Housing Preferences: Driven by a desire for homeownership as a marker of financial stability. Rising urban property costs, however, often delay these goals.
  • Digital Engagement: Active on platforms like Facebook and Line for professional networking and advocacy.

Gen Z (Ages 10–25): Digital Innovators

  • Population Size: 13.4 million (20% of Thailand’s population)
  • Employment: Entering the workforce with a preference for gig economy roles, startups, and creative industries. Flexibility and purpose are key drivers.
  • Housing Preferences: Favor renting for its adaptability and alignment with urban mobility needs.
  • Digital Engagement: Dominates TikTok and Instagram, using these platforms for self-expression, activism, and innovation.
CategorymillennialsGen Z
Primary ConcernsHousing affordability, job securityMental health, flexible work
HousingOwnership-focusedFlexibility-driven, prefer renting
Digital PresenceBalanced use of older platformsHighly active on emerging platforms

Shifting Priorities and Socioeconomic Influences of Thai’s Young Population

Thailand’s economic landscape profoundly shapes the priorities of these generations. millennials, having experienced economic instability, lean toward stability and long-term financial planning. Gen Z, however, emerges in a world of rapid digital transformation, emphasizing adaptability and innovation in their career and lifestyle choices.

Both groups share a common concern for affordable housing and quality education, but they diverge in how they approach these challenges. millennials, who often take on family responsibilities, advocate for government policies that support ownership and economic security. Gen Z, on the other hand, leverages their digital fluency to challenge norms and demand forward-looking solutions, such as accessible education that aligns with technological trends.

Implications for Policymakers

These demographic insights highlight the urgent need for tailored policies that address the unique needs of each generation. millennials need housing support and upskilling programs, while Gen Z needs flexible education models and digital-first career opportunities.

Key Policy Concerns of Thai Youth

1. Employment and Economic Opportunities

  • Our Study Findings: Over 68% of millennials and 72% of Gen Z highlight job creation as a critical government responsibility. While millennials prioritize career stability, Gen Z seeks flexibility and creative outlets.
  • Government Response: The One Family One Soft Power program has created millions of jobs in cultural industries and free reskilling courses for high-growth sectors like tourism and digital marketing.
  • Recommendations: Policymakers must address skills mismatches by integrating vocational training with industry needs, particularly in the tech and green sectors.

2. Affordable and Quality Education

  • Our Study Findings: Rising tuition costs and outdated curricula hinder over 54% of millennials and 60% of Gen Z from accessing the education they need.
  • Government Response: The 15-year free education policy has improved enrollment rates, particularly in rural areas, narrowing the education gap.
  • Recommendations: Modernize curricula to emphasize STEM and digital literacy and expand access to international exchange programs to equip students for global opportunities.

3. Housing Affordability

  • Our Study Findings: While 53% of youth express satisfaction with current housing policies, high urban property costs remain a significant barrier for millennials, while Gen Z prefers affordable rental options.
  • Government Response: Tax incentives and reduced transfer fees aim to ease financial burdens for homebuyers.
  • Recommendations: Strengthen public-private partnerships to expand affordable housing and prioritize developments near employment hubs.

4. Environmental Sustainability

  • Our Study Findings: Our study also found over 70% of Thai youth demand stronger environmental policies, including waste management and renewable energy initiatives.
  • Government Response: The Green Growth Strategy addresses climate challenges but lacks youth engagement.
  • Recommendations: Foster youth-led initiatives and provide incentives for green entrepreneurship to empower the next generation of sustainability advocates.

5. Mental Health and Healthcare

  • Our Study Findings: More than six in four millennials and Gen Z identify mental health as a key concern, citing cost and stigma as major barriers.
  • Government Response: Subsidized mental health services and community programs have improved accessibility.
  • Recommendations: Expand funding for mental health initiatives and launch nationwide campaigns to normalize conversations around mental well-being.

Collaborative Governance

Thailand’s youth are not bystanders; they are architects of the nation’s evolving future. They demand transparency, inclusivity, and meaningful engagement with policymakers in government.

Policymakers must:

  1. Strengthen Vocational Training: Align programs with emerging industries to address job market mismatches.
  2. Modernize Education: Focus on STEM, digital literacy, and global exposure opportunities.
  3. Promote Affordable Housing: Expand urban planning initiatives integrating housing with essential services.
  4. Champion Environmental Policies: Support youth-led sustainability efforts and green innovation.
  5. Invest in Mental Health: Increase accessibility and reduce stigma through targeted programs.

A Future Defined by Youth In Thailand

Thailand’s millennials and Gen Z are charting a bold vision for the future—one rooted in opportunity, equity, and sustainability. Their collective voice is a roadmap for progress, challenging policymakers to rethink traditional approaches and embrace youth-centered governance.

The journey ahead requires collaboration. By aligning policies with the aspirations of these generations and fostering genuine partnerships, Thailand can build a nation that reflects the values and ambitions of its future leaders. Download the Full Report
Gain deeper insights into how millennials and Gen Z across Southeast Asia, including Thailand, influence public policy and shape the future. Click here to download the full report and explore actionable data and recommendations.

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With over 30% of the Philippines‘ population under the age of 15 and a total population exceeding 113 million, the country is positioned as a global powerhouse. 

Forecasted to be among eight nations contributing to half of all global population growth by 2050, the Philippines’ youth are not just the face of tomorrow—they are the architects of today’s transformative changes. Millennials and Gen Z are steering conversations around economic resilience, social equity, and innovation, envisioning a nation that fosters equitable opportunities for all.

Yet, systemic barriers threaten to stifle their potential. Rising housing costs and employment challenges, such as skills mismatches and high youth unemployment—reported by 88% of Gen Z and 89% of millennials as critical issues in our study—present stark realities. Despite these hurdles, Filipino youth remain optimistic, leveraging digital platforms to amplify their voices, champion policy reforms, and reshape industries like business process outsourcing (BPO) 

and creative arts.

Drawing from our comprehensive study on Southeast Asian youth, conducted in collaboration with Vero Advocacy, Filipino youth have two pressing issues: affordable housing and employment opportunities. These challenges also represent opportunities for stakeholders to empower a generation central to the Philippines’ future.

Demographic Snapshot of Filipino Youth

Millennials: Guardians of Family-Centric Progress

  • Economic Context: Millennials in the Philippines often serve as financial pillars for their families, adhering to the deep-rooted cultural value of utang na loob (debt of gratitude). They prioritize stable employment to support not just themselves but also extended family members.
  • Career Aspirations: While many hold traditional jobs in healthcare, education, and government, there’s a growing migration trend to tech-driven industries due to the Philippines’ increasing role in the global BPO (Business Process Outsourcing) market.
  • Housing Dreams: Millennials aspire to homeownership but face challenges from soaring property prices, particularly in Metro Manila. Government programs like Pag-IBIG Fund housing loans offer some relief, yet urban sprawl often pushes them to suburban developments.

Gen Z: Trailblazers of Digital and Social Movements

  • Digital First-Movers: Gen Z Filipinos are not just consumers of digital content; they are creators, using platforms like TikTok to launch small businesses or raise awareness about social causes, from environmental sustainability to mental health.
  • Housing Preferences: Renting remains the preferred option for Gen Z, reflecting their desire for flexibility and reduced financial burdens. Co-living spaces, a growing trend in Metro Manila, appeal to their communal and budget-conscious lifestyle.
  • Gig Economy Pioneers: Many young Filipinos are pursuing freelance opportunities in content creation, graphic design, and virtual assistance, capitalizing on the global demand for remote workers.
CategoryMillennialsGen Z
Cultural ValuesFamily-centric, stability-drivenPurpose-driven, entrepreneurial
EmploymentTraditional sectors with a tech shiftGig economy and creative industries
HousingSuburban homeownership aspirationsCo-living and urban renting
Digital PresenceProfessional networking and advocacySocial entrepreneurship and activism

What does this mean for policymakers and brands?

  • Localized Insights: Focusing on unique Filipino cultural values like utang na loob and bayanihan (community spirit) roots the discussion in the Philippines’ specific context.
  • Emerging Trends: Highlighting trends like co-living spaces and the rise of the BPO sector adds contemporary relevance.
  • Brand Opportunities: These cultural and economic insights can guide brands to design solutions that resonate deeply with Filipino youth, such as flexible financial products or community-focused marketing campaigns.

Affordable Housing: Bridging Aspirations with Accessibility

For Filipino youth, housing is more than shelter; it represents stability, independence, and an investment in their future. However, rising property prices, a limited rental market, and urban congestion push housing aspirations further out of reach for millennials and Gen Z.

Challenges in Affordable Housing

Skyrocketing Urban Property Costs
In Metro Manila, property prices have surged by over 25% in the past five years, making homeownership unattainable for many millennials. Even with government programs like the Pag-IBIG Fund, which offers low-interest housing loans, affordable properties near economic centers remain scarce.

Rental Market Gaps
Gen Z, who predominantly prefer renting, have limited market options. Quality rental properties within city centers are either too expensive or lack amenities that appeal to young renters, such as high-speed internet or co-living arrangements.

Urban Sprawl and Accessibility
Affordable housing developments are often located far from employment hubs, increasing commute times and expenses for young professionals. This challenge disproportionately affects millennials, who prioritize stable family lives and access to essential services.

Example: Co-Living Spaces in Metro Manila

Image Courtesy: MyTown

The rise of co-living spaces like MyTown in Makati and Bonifacio Global City offers a glimpse into how housing solutions can cater to young professionals. These spaces provide affordable, fully-furnished accommodations with shared amenities like gyms and workspaces, targeting Gen Z’s preference for flexibility and millennials’ need for convenience. Their vision is to be the preferred accommodation provider for young professionals in the Philippines.

Impact: Since its launch, MyTown has won several awards and housed thousands of young professionals, enabling them to live closer to their workplaces while fostering a sense of community. 

Global Inspiration: Singapore’s Public-Private Housing Model

Singapore’s Housing & Development Board (HDB) offers a globally admired approach to affordable urban housing. Combining public funding with private sector efficiency, the model has provided Singaporeans with subsidized housing, ensuring accessibility and quality. As of 2022, around 90% of HDB residents owned their flats. To help married couples purchase their first HDB flat, HDB gives a housing grant to subsidize their purchase from the resale market and an additional grant for those who choose to live near their parents.

Key Features:

  • Subsidized Homeownership: First-time buyers receive grants covering a significant portion of housing costs, allowing them to afford properties in prime urban areas.
  • Integrated Communities: HDB developments include mixed-use spaces, such as retail outlets, parks, and schools, fostering a holistic living experience.
  • Innovation in Design: Recent initiatives include smart homes with energy-efficient technologies and urban farming solutions.

Implications for the Philippines: The Philippines can adopt a similar approach by integrating affordable housing projects with urban amenities and green infrastructure, particularly in high-demand areas like Metro Manila and Cebu.

Recommendations for Stakeholders

  • Incentivize Transit-Oriented Development (TOD): Encourage mixed-use developments near transportation hubs, which will reduce commute times and improve access to city centers.
  • Expand Rental Support Programs: Introduce subsidies or tax incentives for landlords offering affordable rental units tailored to youth needs.
  • Promote Co-Living Innovations: Partner with private developers to scale co-living solutions across Metro Manila and secondary cities.

Stable housing is more than a personal milestone for Filipino youth—it is a foundation for economic productivity. Without access to affordable, well-located housing, Millennials and Gen Z face increased commuting costs and reduced job opportunities, particularly in key growth sectors like technology and renewable energy. This interdependence highlights the need for housing and employment reforms to work hand in hand.

Employment Opportunities: Bridging Skills and Expanding Horizons

For Filipino youth, meaningful employment is more than a paycheck—it’s a means of achieving stability, self-fulfillment, and societal contribution. However, systemic barriers such as skills mismatches, limited entry-level opportunities, and urban-rural disparities continue to hinder their professional growth.

Employment Challenges

Skills Mismatch Despite the Philippines’ high literacy rate, many graduates lack the practical skills for high-growth sectors like technology and renewable energy. Our report highlights that over 60% of youth feel their education does not align with job market requirements, leading to underemployment.

Urban-Rural Employment Divide
Job opportunities remain concentrated in urban hubs like Metro Manila and Cebu City. Rural youth face limited career prospects, pushing many to migrate to cities, where they often accept informal or low-paying jobs.

Youth Unemployment
The report reveals that over 85% of Filipino millennials and Gen Z view unemployment as a critical issue. While the Philippines’ BPO sector provides opportunities, the demand for skilled talent continues to outpace supply.

Example: BPO Sector as a Game-Changer

The Philippines’ BPO sector employs over 1.4 million workers, with millennials and Gen Z dominating the workforce. Companies like Accenture Philippines and TaskUs have introduced upskilling programs focusing on digital literacy and AI-driven processes, enabling employees to transition into higher-paying roles.

Impact: These programs have increased employee retention rates and enhanced productivity, setting a benchmark for skills-focused employment models.

Global Inspiration: Canada’s Youth Employment Strategy (YES)

Canada’s Youth Employment Strategy (YES) provides targeted programs to help young people gain employment skills, transition into the workforce, and pursue entrepreneurship.

Key Features:

  • Skills Link Program: Designed for youth facing employment barriers, this initiative offers hands-on training, mentorship, and access to resources in high-demand sectors.
  • Career Focus Program: Provides internships and job placements aligned with emerging industries, such as technology and green energy.
  • Summer Work Experience Program: This program helps students gain valuable work experience during summer breaks, building practical skills early in their careers.

Implications for the Philippines: The Philippines could establish a similar framework by offering tailored employment programs for youth in secondary cities, focusing on key growth sectors like renewable energy, e-commerce, and digital content creation.

Recommendations for Stakeholders

  • Invest in Vocational Training: Partner with academic institutions to create programs aligned with high-growth tech and renewable energy sectors.
  • Promote Regional Hubs: Establish economic centers in secondary cities like Davao and Iloilo to decentralize job opportunities and reduce urban migration pressures.
  • Strengthen Internship Programs: Design structured pathways for students to transition seamlessly from education to employment.

Beyond traditional employment pathways, Filipino youth are leveraging digital platforms to create entrepreneurial ventures and drive social impact. These initiatives reflect a shift toward a more self-reliant and sustainability-focused future, where economic growth aligns with environmental and social equity.

Youth as Catalysts for Digital Transformation and Sustainability

Many Filipino youth have recently started using platforms like TikTok, Instagram, and Lazada to launch small businesses and advocate for sustainable practices.

Digital Transformation

Social Commerce Boom: Platforms like TikTok Shop have enabled young entrepreneurs to monetize their creativity, from selling handcrafted goods to offering online consultations.

Example: Manila’s Plastic-Free Market
The Plastic-Free Market initiative, driven by youth entrepreneurs, promotes zero-waste practices through eco-friendly products. Located in Quezon City, it collaborates with local vendors to replace single-use plastics with biodegradable alternatives.

Sustainability Initiatives

Filipino youth are at the forefront of climate advocacy, with initiatives like Youth for Climate Action Philippines, which organizes workshops and campaigns to educate communities on renewable energy and sustainable living.

Global Inspiration: Sweden’s E-Skills for All Program

Sweden’s national program equips young entrepreneurs with digital tools to scale their green businesses, emphasizing rural inclusivity and sustainability.

Recommendations for Brands

  • Support Digital Entrepreneurs: Launch workshops and grants for youth-led online businesses.
  • Promote Green Campaigns: Collaborate with eco-friendly initiatives to highlight sustainable practices.
  • Leverage Social Media Advocacy: Partner with influencers driving meaningful conversations around climate action and equity.

Final Thoughts: What Do the Youth Want?

Filipino youth envision a future of equity, innovation, and sustainability. They demand systemic reforms in housing and employment while championing digital transformation and green entrepreneurship.

Policymakers and brands must act decisively to address these priorities. By collaborating with youth to co-create solutions, they can turn challenges into opportunities and ensure a resilient, inclusive Philippines.

Read our full report for actionable insights tailored to empowering Filipino youth. [Click here to explore the full study.]

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In 2024, the world turned to Google not just for answers but for a glimpse into the collective zeitgeist. The search engine’s annual trending report reveals key topics that dominated global attention. From Liam Payne’s reemergence in pop culture to the aesthetic allure of “Coastal Granddaughter” lifestyles, the year’s top searches reveal more than fleeting curiosities—they’re a barometer for consumer desires, anxieties, and cultural touchpoints.

Consider this: According to Google Trends, searches for “Coastal Granddaughter” spiked by 320% globally in the second half of 2024, coinciding with a broader cultural embrace of slow living and minimalist aesthetics popularized on platforms like TikTok and Instagram. Meanwhile, celebrity names dominated the charts, with Liam Payne topping entertainment searches, reflecting a wave of millennial nostalgia for the early 2010s boyband era.

“We’re seeing a clear fusion of nostalgia and aspiration,” says Sarah Thompson, a digital culture analyst at TrendLab. “Consumers are not just revisiting the past; they’re reshaping it to align with modern values like mindfulness and individuality.” This interplay between the past and present underscores a larger trend in consumer behavior—one that marketers, product developers, and cultural commentators should not overlook.

But it’s not all about aesthetics and nostalgia. Searches for “AI fitness coach” and “mental health support apps” also surged, reflecting growing consumer interest in self-optimization through technology. In a year where artificial intelligence became ubiquitous, consumers sought practical ways to integrate these tools into their lives, driving a 150% year-over-year increase in searches for AI-related personal wellness solutions.

As we unpack these trends, it’s clear that 2024 was a year of looking inward and outward—balancing self-improvement with a longing for simpler, more familiar times. This interplay offers a rich field of insights for understanding the priorities and emotions driving consumer behavior in an increasingly complex world.

The Year in Searches: A Snapshot

Google’s 2024 trending searches paint a vivid picture of what captured the world’s attention this year, with three themes standing out: celebrity culture, aspirational aesthetics, and the intersection of technology and self-improvement. Each category offers a unique lens into the year’s defining societal events and cultural moments.

Celebrity Culture: Nostalgia Meets Revival

From Liam Payne’s resurgence to Beyoncé’s record-breaking “Renaissance Tour,” celebrity names dominated search queries. Payne’s return to the spotlight, particularly after his health revelations and viral moments on social media, drove his name to the top of the entertainment category. Searches for “Liam Payne recovery” and “One Direction reunion rumors” surged by 270% in the weeks following his heartfelt interviews, underscoring the enduring pull of millennial-era pop icons.

Beyoncé’s Renaissance Tour sparked widespread digital engagement, with ‘Beyoncé tour dates’ among the most-searched phrases globally. Live Nation reported a 22% increase in concert ticket sales compared to 2023, a statistic mirrored in the search data.

Aspirational Aesthetics: From Coastal Granddaughter to Cottagecore 2.0

The phrase “Coastal Granddaughter” encapsulated the year’s fixation with aspirational living, leading to a 320% spike in global searches. The aesthetic, characterized by linen dresses, muted tones, and breezy seaside settings, gained traction on TikTok and Instagram, particularly among Gen Z and millennials. Its popularity can be tied to larger cultural movements emphasizing simplicity, mindfulness, and the escapism of a slower-paced life—a direct counterbalance to the chaos of modern digital culture.

Other aesthetics like Cottagecore, rebranded with an eco-conscious twist, and the ever-popular Barbiecore also made waves. The latter enjoyed a resurgence thanks to the continued cultural momentum of Greta Gerwig’s Barbie film, with searches for “Barbie outfits” and “Barbie-themed parties” peaking around Halloween.

Technology and Self-Improvement: AI Goes Personal

If 2023 was the year AI went mainstream, 2024 was the year it got personal. Queries like “best AI fitness coach” and “AI personal assistant reviews” reflected a growing reliance on technology for day-to-day improvement. Searches for AI mental health tools doubled year-over-year, fueled by high-profile endorsements from wellness influencers and tech companies pivoting toward health-focused applications. Notably, apps like MindMate and CoachAI experienced a 150% uptick in downloads, according to app analytics firm Sensor Tower.

The rise in AI-driven solutions highlights a pivotal shift: consumers are looking for tools that don’t just inform but actively enhance their lives. In a fast-paced, tech-saturated world, the demand for AI to be a partner in wellness, creativity, and productivity reflects a deeper yearning for balance and control.

Each of these trends—be it the romanticism of past eras, the pursuit of aesthetic perfection, or the integration of AI into personal growth—offers a revealing glimpse into the cultural forces shaping 2024. Together, they form a mosaic of consumer aspirations and anxieties, one that brands and analysts alike should study closely.

Decoding Consumer Behavior

Each trending search in 2024 reflects a deeper insight into consumer values, aspirations, and anxieties. By examining the data more closely, we can uncover the emotional and cultural drivers behind these trends—offering a roadmap for understanding where consumer priorities lie.

1. Liam Payne: Nostalgia for the Early 2010s

The resurgence of Liam Payne as a top-searched celebrity points to a yearning for the simplicity and optimism of the early 2010s. As millennials—many of whom came of age during One Direction’s peak—face the pressures of midlife, this nostalgia for their formative years has manifested in renewed interest in boyband culture. This trend aligns with a broader pattern of pop culture revivals, seen also in the resurgence of early 2000s fashion trends like cargo pants and butterfly clips.

2. Coastal Granddaughter: Aesthetic Minimalism Takes Center Stage

The rise of ‘Coastal Granddaughter’ reflects a broader shift toward simplicity and aspirational minimalism. The aesthetic’s muted colors, airy linens, and tranquil imagery symbolize an escape from the frenetic pace of digital life. It also suggests a growing appreciation for aspirational but attainable lifestyles—ones that blend minimalism with a touch of indulgence. Brands tapping into this trend, such as lifestyle influencers and boutique fashion labels, have seen a measurable boost in engagement, with TikTok videos tagged #CoastalGranddaughter garnering over 1 billion views in 2024.

3. AI Fitness and Wellness Tools: A Desire for Efficiency

Searches for “AI fitness coach” and “mental health apps” underscore a practical consumer desire: the ability to improve well-being through technology. These tools not only offer convenience but also provide the personalized insights consumers increasingly expect. The surge in such searches suggests that people are seeking efficiency in their self-improvement journeys, mirroring a larger societal emphasis on productivity—even in personal health.

4. Barbiecore: The Intersection of Fun and Feminism

The continued momentum of Barbiecore speaks to a layered cultural narrative. On the surface, it’s about vibrant colors and nostalgia, fueled by the success of Greta Gerwig’s Barbie. But it also reflects a deeper societal conversation about femininity, empowerment, and the reclaiming of traditionally “girly” aesthetics. Search data shows spikes in queries related to Barbie-themed events, with a significant portion coming from millennials and Gen Z women, illustrating how the trend resonates across generations.

5. Climate-Conscious Aesthetics: Cottagecore Evolves

With “eco-Cottagecore” becoming a trending phrase, consumers are blending aesthetic preferences with environmental consciousness. This evolution of Cottagecore emphasizes sustainable practices, from upcycled fashion to eco-friendly home decor. It highlights a shift in values where consumers want their lifestyle choices to reflect their ethical beliefs—an expectation increasingly directed at brands as well.

6. Wellness Through Nature: Forest Bathing and Outdoor Retreats

Searches for “forest bathing benefits” and “nature retreats near me” saw a 180% increase, signaling a rising interest in wellness practices tied to the outdoors. This trend reflects anxiety about over-reliance on technology and a desire to reconnect with the physical world. It also mirrors the broader cultural interest in mindfulness, creating opportunities for brands in travel, wellness, and even tech to innovate with nature-focused experiences.

7. Live Experiences: The Beyoncé Effect

The massive search volume for “Beyoncé tour dates” highlights a strong consumer desire for in-person experiences, even as digital entertainment options proliferate. The record-breaking attendance for her Renaissance Tour is emblematic of a broader trend: people seeking moments of collective joy and escapism in a world still recovering from the isolation of the pandemic.

From nostalgia to sustainability, the top search trends of 2024 reveal a complex but cohesive narrative: consumers are seeking balance—between the past and the present, between convenience and mindfulness, and between digital tools and real-world connections. These insights not only explain the year’s cultural fascinations but also offer brands a roadmap for meeting consumers where they are.

Trends Shaping Industries

The top Google searches of 2024 are more than just curiosities; they serve as leading indicators of industry shifts. From fashion to entertainment to wellness, these searches reveal emerging consumer demands that are already reshaping markets.

Fashion and Beauty: Lifestyle Aesthetics Drive Purchasing Decisions

The meteoric rise of “Coastal Granddaughter” and other aesthetics such as “Barbiecore” has had a measurable impact on the fashion and beauty industries. According to Lyst’s 2024 Fashion Report, searches for linen dresses and oversized cardigans—hallmarks of the Coastal Granddaughter style—increased by 40% year-over-year, driving a surge in demand for minimalist, high-quality wardrobe staples. Brands like Everlane and Reformation, which align with these aesthetic principles, reported double-digit growth in online sales during the third quarter.

Similarly, “Barbiecore” fueled a 22% spike in searches for pink apparel and accessories, with major retailers like Zara and H&M introducing Barbie-inspired collections. The beauty industry has also capitalized on these trends; data from NPD Group shows that pink-toned makeup products saw a 35% increase in sales following the success of Greta Gerwig’s Barbie film.

Entertainment: Nostalgia and Star Power Drive Demand

Consumer search trends have reaffirmed the entertainment industry’s reliance on nostalgia and star power to generate engagement. Google reported that “Liam Payne” was among the top 10 most-searched names in 2024, signaling a revival of interest in early 2010s pop icons. This trend aligns with streaming platforms capitalizing on nostalgia, such as Netflix’s acquisition of early One Direction documentaries, which saw a 15% increase in viewership in November alone.

Meanwhile, Beyoncé’s Renaissance Tour demonstrated the power of live experiences. Ticketmaster’s data revealed a 28% increase in average ticket prices for her shows compared to 2019, reflecting not only the demand for in-person events but also the willingness of consumers to pay for premium, once-in-a-lifetime experiences.

Wellness: Technology Meets Self-Care

The wellness industry continues to adapt to growing consumer interest in mental health and fitness technologies. Searches for “AI fitness coach” and “mental health support apps” increased by 150% and 90%, respectively, according to Google Trends. Companies like Peloton and Calm have benefited from this surge, with Peloton reporting a 25% uptick in subscriptions tied to its AI-integrated training programs.

At the same time, the demand for personalized nutrition solutions has reshaped the diet industry. Searches for “DNA-based diets” and “customized meal plans” jumped by 70% compared to 2023, indicating a shift toward bespoke health solutions. This trend aligns with data from MarketWatch, which predicts the personalized wellness market will exceed $9 billion by 2025.

Convergence Across Industries

What’s striking about these trends is how they often intersect. The Coastal Granddaughter aesthetic, for example, not only influences fashion but also wellness, with consumers searching for “beachside yoga retreats” and “mindful coastal living.” Similarly, the resurgence of nostalgic entertainment has driven increased sales in merchandise, from concert memorabilia to limited-edition collectibles.

These trends underscore a broader consumer desire for experiences and products that feel personal, meaningful, and rooted in larger cultural narratives. For businesses, the message is clear: the key to staying relevant lies in understanding not just what consumers are searching for but why those searches matter.

What This Means for Brands

For businesses, the 2024 search trends are more than a summary of consumer curiosities—they’re a playbook for anticipating and meeting evolving demands. Leveraging search data isn’t just about understanding what consumers want today; it’s about predicting what they’ll desire tomorrow and adapting accordingly.

Leveraging Search Data for Consumer Alignment

Search data provides a direct line to consumer interests, values, and behaviors. Brands that monitor these trends can develop marketing campaigns and products that resonate with real-time needs. For instance, fashion brands that embraced the “Coastal Granddaughter” aesthetic early on reaped significant rewards. Searches for linen trousers and oversized sweaters rose by 320%, signaling a shift in consumer demand for minimalist designs.

Similarly, the surge in queries for AI wellness tools highlights a ripe opportunity for tech and wellness companies to collaborate on user-centric solutions. Companies like Calm, which incorporated AI-driven sleep coaching tools, have already capitalized on this demand, achieving a 22% growth in app downloads this year.

Staying Attuned to Micro-Trends

While macro-trends like nostalgia and sustainability provide a broad framework, the real value lies in tapping into micro-trends—specific niches that are gaining traction within larger movements. Consider the evolution of Cottagecore into eco-Cottagecore. This micro-trend combines aesthetic appeal with sustainability, signaling a dual priority for consumers: lifestyle and ethical responsibility.

By acting on these smaller but significant shifts, brands can position themselves as pioneers in emerging markets. For example, home decor companies that introduced upcycled furniture styled in eco-Cottagecore designs saw a 30% increase in sales on platforms like Etsy and Wayfair.

Agility in Marketing and Product Development

Search trends also emphasize the need for businesses to remain agile. Consumer interests evolve quickly, and brands that fail to keep up risk losing relevance. For example, in entertainment, the resurgence of Liam Payne as a search trend wasn’t just about his fame; it reflected a broader millennial desire for nostalgia. Streaming platforms that immediately highlighted content related to Payne, like old One Direction concerts or documentaries, gained significant traction compared to competitors who were slower to adapt.

Agility also extends to marketing strategies. Real-time monitoring of search trends allows marketers to craft campaigns that meet consumers where they are. Social media platforms, particularly TikTok, have become hotspots for leveraging trending aesthetics and concepts like Barbiecore. Brands that incorporated these trends in their advertising campaigns reported engagement rates that were 50% higher than standard industry benchmarks.

A Competitive Edge Through Data-Driven Insights

Ultimately, search trends offer brands a way to stay ahead of the curve, but the key is actionable insight. It’s not enough to know that consumers are searching for “mental health apps” or “AI fitness tools.” The next step is understanding the why behind the search—what emotional or practical need the consumer is trying to fulfill—and aligning your offerings accordingly.

In a rapidly evolving marketplace, the brands that succeed will be those that not only track consumer behavior but also adapt their strategies and innovations in real-time. Search trends are no longer just data points—they’re a direct reflection of the consumer psyche, and for savvy businesses, they’re a roadmap to staying relevant.

The Bigger Picture: Human Curiosity in the Digital Age

Search behavior in 2024 offers a unique lens through which to view the complexities of modern society. At its core, these trends reveal an enduring truth about human nature: our unrelenting curiosity and desire for connection. From the nostalgic resurgence of Liam Payne to the tech-driven pursuit of personalized wellness, the intersection of past and future defines how we navigate an increasingly digital world.

The Fusion of Nostalgia and Innovation

This year’s top searches reflect a striking balance between looking back and moving forward. The popularity of searches tied to early 2010s icons like One Direction signals a collective longing for a simpler time—a yearning amplified by the uncertainty of recent years. Yet, this nostalgia is being reshaped by innovation. Platforms like Spotify and YouTube have not only made revisiting these moments effortless but have also introduced new layers of interactivity, from curated playlists to AR-enhanced concert experiences.

In the same vein, trends like Barbiecore and Coastal Granddaughter aren’t just about reliving the past; they represent a reimagining of it. These aesthetics are elevated by modern narratives around empowerment, sustainability, and mindfulness. Nostalgia may fuel the initial spark, but innovation ensures its relevance to today’s consumers.

Individuality in a Collective Context

Another defining characteristic of 2024’s search trends is the blend of individuality with collective experiences. The surge in searches for AI fitness tools and mental health apps reflects a deeply personal journey toward self-improvement, yet these tools are shared widely within digital communities. TikTok challenges centered around these technologies or lifestyle trends exemplify how deeply individual pursuits often become collective movements.

Even entertainment choices, such as the overwhelming demand for Beyoncé’s Renaissance Tour, reflect this duality. While each attendee may connect with the music in their own way, the act of participating in a global cultural moment ties them to a broader community. It’s a reminder that even in an age of hyper-personalization, humans still seek shared experiences that transcend borders.

The Role of Digital Ecosystems

Search trends emphasize how digital platforms influence both consumer behavior and cultural identity. Whether it’s the rise of eco-Cottagecore or the embrace of AI wellness tools, platforms like Instagram, TikTok, and Reddit serve as incubators for these movements. Algorithms surface trends, while users refine and amplify them, creating a feedback loop that drives societal shifts at unprecedented speed.

This dynamic has made search data a powerful tool—not just for marketers and brands, but for sociologists and futurists attempting to understand where society is headed. Each search is a tiny piece of a larger puzzle, reflecting how individuals make sense of an increasingly complex world.

Curiosity as a Constant

At its heart, the data reveals something timeless: humans are, above all else, curious. Whether we’re searching for practical solutions, exploring our identity, or reconnecting with the past, the act of searching is a reflection of our desire to learn, adapt, and connect. In 2024, that curiosity has taken on new forms, fueled by technology but grounded in universal emotions.

As we look ahead, it’s clear that search behavior will continue to evolve, offering even deeper insights into how society balances individuality with collective identity, and nostalgia with innovation. For those paying attention, it’s not just a reflection of where we are—it’s a guide to where we’re going.

Beyond the Keywords

The top Google searches of 2024 are more than a curiosity—they’re a window into the evolving cultural zeitgeist. They capture the hopes, fears, and aspirations that define our time, offering insights that go beyond marketing or product development. For anyone seeking to understand society, search trends provide a valuable tool for decoding how people engage with the world around them.

But this data also invites a challenge: to think critically about the searches we conduct and the trends we follow. What does our collective behavior say about us? How do the answers we seek shape the world we live in?

As technology continues to influence every aspect of our lives, understanding search behavior is not just a task for marketers or data analysts—it’s an opportunity for anyone curious about the intersection of culture, innovation, and identity.

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Millennials and Gen Z in Singapore are a growing force reshaping the nation’s political and social priorities. As Singapore’s younger generations mature, their views on housing affordability, job security, education quality, and environmental issues are placing new demands on policymakers. These groups, representing a significant portion of the voting public, hold nuanced perspectives on government transparency, social support, and economic stability that challenge traditional governance.

Understanding these perspectives isn’t just essential for keeping pace with shifting demographics; it’s crucial in shaping policy that resonates with Singapore’s existing and future voters.

Overview of Singapore’s Political and Governmental Structure

Singapore operates under a parliamentary republic system, a framework that combines a powerful central government with a clear separation of roles among its governing bodies.

At the national level, executive power resides with the President, a largely ceremonial figure elected to safeguard Singapore’s reserves and approve key appointments, and the Parliament, which wields legislative power. Parliament is responsible for crafting policies that drive the nation’s development and manage pressing societal needs.

Local governance, while limited compared to some other nations, includes municipal councils that oversee housing, public spaces, and community-level programs. This reflects Singapore’s emphasis on centralized policy with localized service delivery. Most policies, particularly those impacting housing, economic stability, and social services, originate at the national level, undergoing thorough debate, planning, and implementation.

In this context, the demands of Millennials and Gen Z intersect with a system designed for top-down policy control. Yet, as these generations raise issues ranging from environmental sustainability to housing affordability, they bring fresh scrutiny to the traditional paths of policy development. This dynamic invites questions about how a centralized system can accommodate Singapore’s youth’s increasingly vocal and distinct priorities.

Demographic Snapshot of Millennials and Gen Z in Singapore

Millennials (Ages 26–41)Gen Z (Ages 10–25)
Population SizeApproximately 1.2 millionApproximately 1.4 million
Educational AttainmentHigh percentage with tertiary education; a significant number of university graduatesThe majority are students, increasing enrollment in tertiary education
Employment StatusPredominantly employed; active in various industriesMany are students; those of working age are entering the job market
Home OwnershipHigher rates of home ownership; many own HDB flats or private propertiesLower rates; many live with parents or in rental accommodations
Housing PreferencesPreference for stability; investment in propertyGrowing interest in flexible living arrangements; some prefer renting
Digital EngagementActive on social media; use digital platforms for work and leisureHighly active; digital natives with a strong presence on emerging platforms

Note: The population sizes are approximate estimates based on available data. Specific figures for educational attainment, employment status, and housing preferences are generalized trends observed within these age cohorts.

Youth Trust and Engagement with the Government

Millennials and Gen Z in Singapore are redefining what it means to trust and engage with their government. Both generations represent a complex relationship with authority: one shaped by high expectations for transparency, safety in expression, and a desire for responsive governance.

While Millennials tend to carry a cautious skepticism rooted in years of rapid societal change, Gen Z approaches government with a fresh perspective, primarily shaped by digital engagement and an openness to new policies that address their unique challenges and aspirations.

In Singapore, trust levels in government among youth are moderate but reflect distinct generational attitudes. According to the Vero Advocacy and Kadence International study, 55% of Millennials and Gen Z Singaporeans report “full trust” or “a fair amount of trust” in the government’s commitment to acting in the public’s best interest.

This mirrors a trend seen across Southeast Asia, where about half of young people feel a similar level of trust toward their respective governments. The data suggests that while Singaporean youth do recognize the stability their government provides, they also demand greater transparency and action on issues they prioritize, such as economic opportunities, housing, and environmental policy.

These generations’ perceptions of safety vary notably when expressing opinions on government issues. Our study shows that around 60% of youth in Singapore feel “safe” or “very safe” discussing political or social issues publicly, with Gen Z displaying a slightly higher comfort level in this area than Millennials. This difference in perception could be attributed to how each generation has learned to navigate digital spaces. Gen Z, as digital natives, are particularly comfortable using social media as a tool for discourse and activism, creating an environment where sharing and advocating for change online is normalized. Millennials, in contrast, engage with a degree of caution; while they are digitally active, they often weigh the potential risks of public expression, especially on sensitive issues.

The methods of engagement these generations employ further underscore their contrasting approaches to political discourse. Gen Z’s preference for social media as a primary outlet for civic engagement reflects their inclination toward immediate and public discourse. They are likely to voice concerns on platforms enabling real-time conversations, directly addressing policies on climate action, mental health, and economic reforms to their peers and broader networks. This tendency not only amplifies their voice but also places pressure on policymakers to address these topics with transparency and responsiveness.

Millennials, on the other hand, while equally invested in these issues, tend to adopt a hybrid approach that includes both digital and offline channels. Many participate in community forums, policy discussions, or volunteer-driven initiatives where they can engage in a more structured, in-depth dialogue about government policies. This blend of engagement styles among Millennials represents a cautious yet committed approach to advocacy.

As Singapore’s younger generations continue to advocate for more open and responsive governance, their differing approaches to trust and engagement highlight the need for the government to adapt to these new dynamics. With half of Singapore’s youth seeking greater transparency and safe spaces for discourse, there is a clear call for a government that listens and reflects their diverse voices and values. This shift is not only reshaping the nature of youth engagement in Singapore but is also challenging traditional structures, pushing the government to evolve in response to a generation that seeks a partnership in governance, not just representation.

Key Policy Concerns for Singapore’s Youth

Singapore’s Millennials and Gen Z are vocal about the issues that impact their lives most directly, with economic security, housing affordability, healthcare, and environmental sustainability at the top of their agenda. These priorities reflect a growing push for policies that go beyond traditional measures and address the lived realities and future aspirations of these generations.

Employment and Economic Opportunities

For Millennials and Gen Z, stable employment and fair economic opportunities are fundamental expectations. The Vero Advocacy and Kadence International study shows that job security is a top concern, with over 70% of youth respondents prioritizing policies that provide stable employment and career growth opportunities.

As automation and globalization reshape industries, Millennials in mid-career stages seek policies supporting upskilling and job retention. Gen Z, entering a workforce already influenced by the gig economy, values policies that ensure fair compensation and secure work conditions in both traditional and freelance sectors. Together, these generations call for a government approach emphasizing economic resilience and adaptability, preparing youth for a rapidly changing job market.

Affordable Housing

Housing affordability remains a significant issue, particularly for Millennials, who are more likely to seek permanent residences. The study reveals that a substantial portion of Millennials feel priced out of Singapore’s competitive housing market and express a need for government intervention to curb rising costs.

About 65% of Millennials report that the high cost of home ownership is a major barrier, pushing them to delay property purchases or consider alternatives, such as long-term renting. While younger and less likely to be immediate buyers, Gen Z is acutely aware of these challenges and supports policies prioritizing affordable housing options. This cross-generational concern highlights a shared expectation for the government to address housing inequality and implement policies that make homeownership attainable for future generations.

Healthcare Accessibility

Millennials and Gen Z view affordable healthcare as essential, with a particular emphasis on mental health support. The Vero Advocacy and Kadence study indicates that more than 60% of young Singaporeans feel that current healthcare costs are prohibitive, especially regarding mental health services, which are increasingly seen as crucial for overall well-being.

Gen Z, in particular, emphasizes mental health resources, likely due to growing awareness and reduced stigma around these issues. Millennials, balancing work and family responsibilities, are similarly concerned with healthcare costs and seek greater government support to ensure that quality care is accessible to all income levels. This shared priority points to a need for healthcare policies that are both comprehensive and responsive to the unique mental and physical health needs of today’s youth.

Environmental Protection

Environmental sustainability is another critical issue for Singapore’s youth, who are increasingly vocal about climate action and pollution control. Our study shows over 75% of respondents believe the government should strengthen environmental policies to address pressing issues such as waste management, air quality, and sustainable urban planning.

Gen Z, in particular, leads this charge, with many advocating for stricter regulations on waste disposal and a shift toward renewable energy sources. Millennials, too, are invested in sustainability, pushing for policies that balance economic growth with environmental responsibility. This unified stance on environmental protection underscores an urgent call for government action, as both generations recognize the long-term impact of current environmental challenges on their future.

Together, these concerns illustrate a clear demand from Singapore’s youth for policies prioritizing economic stability, housing affordability, accessible healthcare, and environmental responsibility. For policymakers, addressing these issues means not only meeting immediate needs but also establishing a foundation for sustainable growth that resonates with the values of Millennials and Gen Z. These generations are not just advocating for change—they are urging the government to craft a future that aligns with their vision for a fair, healthy, and resilient society.

How Youth Perspectives Are Reshaping Government Policy in Singapore

The perspectives of Millennials and Gen Z are gradually transforming Singapore’s policy landscape as the government adapts to address their concerns on economic opportunities, housing, healthcare, and environmental protection. In recent years, several policy initiatives have emerged that reflect the priorities of these younger generations, underscoring a shift in governmental focus toward issues relevant to youth.

Housing Initiatives and Affordability Programs

Recognizing the growing demand for affordable housing, the government has introduced a series of subsidies and grants to assist first-time homebuyers, particularly young adults, navigating a high-cost market.

Programs such as the Enhanced CPF Housing Grant, which offers increased financial support based on income levels, aim to make homeownership more accessible to Singaporeans. These initiatives directly respond to Millennials’ concerns about housing affordability and demonstrate a willingness to support younger buyers in achieving long-term stability. Additionally, recent efforts to expand the supply of public housing and accelerate the development of Build-to-Order flats illustrate the government’s acknowledgment of the housing needs expressed by Millennials and Gen Z.

Environmental Programs and Sustainability Goals

Singapore’s youth-led advocacy for stronger environmental policies has influenced the government’s commitment to sustainability, visible in initiatives such as the Singapore Green Plan 2030. This comprehensive plan outlines goals across several domains, including energy, waste management, and biodiversity, with milestones to reduce the country’s carbon footprint.

To tackle plastic pollution, a significant concern among Gen Z, the government has introduced mandatory recycling programs and is moving toward a plastic bag charge in supermarkets. These policy changes reflect a responsiveness to youth advocacy for climate action and a more sustainable Singapore, acknowledging the urgency of environmental protection emphasized by young citizens.

Healthcare and Mental Health Support

In response to heightened mental health awareness among Millennials and Gen Z, the government has expanded mental health services and introduced funding to make counseling and support more affordable. The Community Health Assist Scheme (CHAS), which provides subsidies for mental health treatments, has been expanded to increase accessibility for those in need.

Programs like MindSG, an online mental health resource, provide youth with tools and support options, recognizing mental health’s significant role in their overall well-being. These initiatives reflect a progressive shift toward addressing the mental and emotional health priorities outlined by Singapore’s younger generations.

Engagement Platforms and Youth-Targeted Dialogues

Singapore has developed several platforms designed specifically for young citizens to voice their perspectives on policy issues to strengthen youth engagement in governance.

Photo credit: National Youth Council

The Youth Conversations platform, organized by the Ministry of Culture, Community, and Youth, facilitates dialogues between government officials and youth on topics such as jobs, sustainability, and social inclusion. Similarly, Our Singapore Fund offers grants encouraging youth-led projects focused on social issues, empowering young Singaporeans to actively participate in community improvement initiatives. These platforms foster direct communication between policymakers and young people, allowing the government to better understand and respond to the evolving needs of these influential demographics.

Shifts in Governmental Rhetoric and Policy Prioritization

Youth advocacy has also influenced a shift in the government’s tone and language when addressing issues of concern to Millennials and Gen Z. Recently, government statements have increasingly included references to sustainable growth, equitable access, and mental health, aligning with the values and priorities of Singapore’s youth.

Photo credit: National Youth Council

Initiatives such as the National Youth Council’s expanded focus on civic responsibility and social innovation reflect a broader governmental commitment to integrating youth voices into policy development. This shift demonstrates how youth engagement is prompting the government to adopt a more inclusive and responsive approach, ensuring that policies not only address immediate concerns but also resonate with the aspirations of Singapore’s future generations.

As Singapore continues to evolve, the influence of Millennials and Gen Z on public policy is undeniable. Through targeted programs, open dialogues, and responsiveness to youth-driven issues, the government is gradually reshaping its approach to governance, adapting to the demands of a new generation actively shaping Singapore’s future.

Implications for Policymakers

With Millennials and Gen Z stepping into the spotlight, Singapore’s policymakers face an urgent call to action. These generations aren’t merely seeking change—they’re driving it, setting a bold agenda that includes economic opportunity, affordable housing, accessible healthcare, and environmental responsibility. And they expect a government that will work with them, not just for them, to bring this vision to life.

For leaders, this means creating policies that truly resonate, backed by ongoing engagement to track and respond to shifting youth values. With today’s youth shaped by rapid technological shifts and global awareness, staying attuned to their evolving expectations is essential. Leveraging insights from studies, such as those by Vero Advocacy and Kadence International, can give policymakers a window into these dynamic perspectives.

To foster lasting trust, it’s time to formally embed youth voices into the policy process. Dedicated channels—digital platforms, targeted surveys, and youth forums—can make young people feel valued and influential in shaping Singapore’s future. This collaborative approach will empower the next generation and strengthen the connection between youth and government in a way that truly counts.

A Call for Youth-Centered Governance

Millennials and Gen Z are steering Singapore’s policy landscape with a clear agenda—sustainability, affordable housing, and equitable healthcare. They’re not just voicing concerns; they’re reshaping governance, demanding responsiveness, transparency, and genuine engagement from leaders.

For policymakers, this is a call to action: adapt or risk losing the trust of a new generation. Governance that listens, evolves, and truly connects with the values of young Singaporeans is no longer optional—it’s essential for securing the nation’s future. This moment is pivotal. The current government is making great efforts to ensure youth participation, and if they are successful, they will build a legacy of trust and shared vision that will ensure a vibrant, forward-looking Singapore for generations to come.

Download the full report here.

[Research] Youth Attitudes toward Governance in South East Asia

In recent years, Singapore has witnessed a notable paradox in financial behaviors. While credit card billings have declined, credit card and other unsecured debts continue to rise. According to recent studies, this trend is particularly pronounced among the younger generations, signaling a shift in their financial attitudes and practices. This juxtaposition of reduced spending alongside increased borrowing poses intriguing questions about the underlying motivations and future implications for financial management among Millennials and Gen Z.

So, how do you decode these financial attitudes thoroughly? 

This phenomenon is particularly interesting when we consider two other spending-related observations that are unique to two specific generations: ‘doom spending,’ or the fatalistic approach to consumption that reflects youth’s pessimistic outlook on their financial future, versus ‘YOLO,’ where a generation of spenders justifies their purchases with a more optimistic /momentous orientation to self-gratification. 

This ‘alphabet soup’ of financial attitudes is further complicated by the ‘FIRE’ movement, where desires to be ‘Financially Independent’ and ‘Retiring Early’ are contrary to spending on whimsical wants.”

Understanding the Financial Landscape in Singapore

The financial landscape in Singapore has undergone significant transformations, especially when observed through the lens of credit card usage and unsecured debt among Millennials and Gen Z. 

Recent data highlights a concerning trend: even as overall credit card billings decline, unsecured debt continues to climb.

A report from The Straits Times points out that total credit card billings fell by 2% last year, yet unsecured debt for the same demographic rose by 5.7%. 

This indicates a deeper issue than mere spending habits; it suggests a shift toward more substantial financial obligations or possibly an increased reliance on credit for essential spending rather than discretionary purchases.

This shift becomes even more pronounced compared to previous generations’ financial behaviors. Historically, credit was used to leverage bigger, often asset-building purchases. However, today’s younger generations increasingly use credit for everyday expenses, highlighting a shift from capital investment to operational spending. The rise in ‘buy now, pay later’ services and their popularity among these age groups supports this trend, offering immediate gratification or necessity fulfillment but at the cost of future financial freedom.

Furthermore, the attitudes toward debt have evolved. 

Previously, debt was often viewed as something to be avoided unless significant assets like homes or cars were purchased. Today, data suggests that Millennials and Gen Z in Singapore are more comfortable with accruing debt, often viewing it as a necessary evil to manage cash flow or as an integral part of modern financial life. This comfort with debt is contrasted with a high level of financial literacy that these generations reportedly possess, which presents a paradox in their financial behavior patterns.

So, while previous generations may have used credit as a stepping stone to build assets, current trends among Millennials and Gen Z in Singapore show a shift toward using credit for immediate needs and lifestyle sustainability. This evolution in financial behavior underlines the complexities of modern economic environments and the changing values regarding money, debt, and future planning.

Also, watch my video on The Culture Market-Paradox: Understanding and Serving Singapore’s Diverse Consumer Base.

‘Doom Spending’ vs. ‘YOLO’ – A Generational Shift

‘Doom spending’ refers to the trend where individuals, particularly from Gen Z, spend money with a sense of inevitability or fatalism about the future. Unlike discretionary or luxury spending, doom spending is often motivated by a desire to experience pleasure or satisfaction in the short term, driven by a bleak outlook on long-term prospects.

This trend is becoming prevalent among younger consumers who are facing global crises like climate change, economic instability, and political uncertainty, which are significantly shaping their worldview.

In contrast, we see the YOLO spending trend among millennials.

The Millennials’ ‘YOLO’ spending was characterized by an optimistic, seize-the-day attitude. It emerged from a period of relative economic prosperity and stability, encouraging spending on travel, experiences, and luxury goods as a form of self-expression and living life to the fullest.

Brands that capitalized on this trend, like Airbnb and Grab, promoted experiences over possessions, resonating deeply with Millennials’ desire for adventure and convenience.

Psychological and Cultural Shifts in Financial Habits 

Shift from Hope to Dread

This shift represents more than just a change in spending habits; it indicates a deeper, more pervasive psychological and cultural transformation among younger generations. 

Key aspects include:

  • Economic Context: Previous generations, like the Millennials during their formative years, experienced periods of relative economic growth and stability, which fostered a sense of optimism. They adopted a ‘YOLO’ (You Only Live Once) mentality, encouraging spending on experiences and luxuries to capitalize on the perceived stability and opportunities available. In contrast, Gen Z has come of age during times of significant global uncertainty—economic volatility, climate crises, and political unrest- contributing to a more pessimistic outlook.
  • Perception of Future Stability: There’s a growing sentiment among Gen Z that the traditional milestones of financial security, such as owning a home or having a stable, lifelong career, are out of reach. This uncertainty fosters a mindset where long-term planning feels less feasible or rewarding, pushing them toward ‘doom spending’—spending driven by a sense of enjoying the present because the future is too uncertain.
  • Cultural Reflections: This shift is also reflected in culture and media that resonate with Gen Z, which often portray themes of dystopia, existential threats, and social decay. Such cultural products reflect and reinforce their anxieties, creating a feedback loop that influences personal and financial decisions.

Impact of Social Media

Social media platforms play a significant role in shaping the financial attitudes and behaviors of Gen Z, with specific impacts including:

  • Instant Access to Global Crises: Platforms like Twitter and Instagram provide real-time updates on global and local crises, from climate change impacts to economic downturns and social justice issues. This constant stream of information can exacerbate feelings of anxiety and powerlessness, which can lead to spending money as a coping mechanism for immediate emotional relief.
  • Comparison and Expectations: Social media also fosters a culture of comparison, where users are continually exposed to curated lifestyles that may seem unattainably perfect. This can lead to increased spending as young people attempt to mimic online lifestyles and experiences, which they perceive as markers of success or happiness.
  • Marketing Strategies Targeting Vulnerabilities: Marketers can leverage these platforms to target young consumers with personalized advertising that taps into their fears and aspirations. The omnipresence of such targeted ads can influence spending habits, making it difficult for young individuals to resist impulse buys, especially when these purchases are framed as solutions to their anxieties or ways to boost their social standing.

Understanding these deeper shifts provides critical insight into why younger generations may behave differently from their predecessors regarding financial decisions. It also highlights the complex interplay between individual choices and societal and technological influences.

The FIRE Movement and Its Resonance in Singapore

What is the FIRE Movement?

The FIRE (Financially Independent, Retire Early) movement advocates for extreme savings and investment to allow individuals to retire far earlier than traditional models suggest. 

Its core principles involve:

  • High Savings Rates: Adherents typically aim to save and invest 50% to 70% of their income.
  • Frugal Living: Reducing everyday expenses to the bare minimum to maximize the amount that can be diverted toward savings.
  • Strategic Investments: Investing in stocks, bonds, and other assets to create income streams that support early retirement.
  • Income Optimization: Seeking additional income sources or higher-paying employment to further boost savings rates.

Uptake and Adaptation of FIRE Among Singaporean Youths:

In Singapore, the FIRE movement has seen a unique adaptation. Singaporean youths are increasingly drawn to financial independence, viewing it as a way to escape the high-pressure work environments common in the city-state.

However, the intersection of ‘doom spending’ complicates their financial strategies. While some youths strive for the frugality required by FIRE, others oscillate between strict budgeting and sporadic episodes of doom spending, driven by a desire to find immediate joy amidst uncertain prospects.

This behavioral pattern suggests a hybrid approach to financial independence, where long-term savings goals coexist with short-term indulgences.

Realism and Motivation of Early Retirement Goals

  • Challenges: Achieving early retirement in a high-cost city like Singapore poses significant challenges. The high cost of living, coupled with the need for a substantial financial cushion to manage healthcare and housing, makes the strict saving thresholds of FIRE daunting.
  • Motivational Aspects: Despite these challenges, the motivation for pursuing early retirement is strong. Many young Singaporeans view financial independence as a form of security against economic volatility and job insecurities, making the sacrifices associated with FIRE seem worthwhile.
  • Cultural Influence: Singapore’s strong societal emphasis on financial success and stability motivates youths toward FIRE. It aligns with cultural values that prize foresight, planning, and financial prudence.
  • Educational and Support Systems: The rise of financial literacy programs, online forums, and community groups supporting FIRE principles helps sustain motivation and provides the necessary education and peer support to navigate the complexities of such financial planning.

While striving for early retirement through the FIRE movement presents a robust set of challenges in Singapore, it also offers a compelling framework for financial security that resonates with the youth. The movement’s principles counterbalance the uncertainties that fuel doom spending and align with broader cultural and personal aspirations for autonomy and stability in an unpredictable world.

Case Study

DBS Bank – Digital Engagement with Millennials and Gen Z

Image credit: DBS Bank 

Background

DBS Bank, one of Asia’s leading financial institutions, recognized the shift in banking habits among younger generations, who prefer online interactions over traditional branch visits. Millennials and Gen Z in Singapore are tech-savvy consumers who demand convenience, speed, and personalization in their banking services.

Approach/Strategy 

DBS responded by enhancing its digital banking platform, DBS Digibank, to include features tailored specifically to these demographics. They introduced biometric login methods, an AI-driven financial and investment advisor named “Digibot,” and a user-friendly interface that simplifies the process of financial transactions. DBS also launched a social media campaign to connect with these generations, using platforms like Instagram and TikTok to educate them about financial literacy in a relatable and engaging way.

Outcomes/Results 

The enhancements to DBS Digibank led to a significant increase in user engagement, with a reported rise in young customers who started using DBS for their primary banking needs. The bank also saw improvements in customer satisfaction scores, demonstrating the effectiveness of its digital-first approach. The social media campaigns further reinforced their brand presence among younger consumers, making DBS a popular choice for Millennials and Gen Z in Singapore.

Case Study

Grab – Flexibility and Financial Services for the Gig Economy

Images credit: Seedly

Background 

Grab, a Singapore-based technology company that offers ride-hailing, food delivery, and payment solutions, has a significant user base among Millennials and Gen Z. These generations are heavily involved in the gig economy, either as consumers or service providers.

Approach/Strategy 

To cater to the financial needs of this demographic, Grab expanded its services to include “GrabPay,” a digital wallet that offers a seamless payment solution across its various platforms. They also introduced “GrabInvest,” an investment platform that allows users to invest small, manageable amounts of money directly from their GrabPay balance into various funds, aligning with the FIRE movement principles.

Outcomes/Results 

Grab’s financial services quickly gained traction. “GrabPay” became a popular method for transactions on the Grab platform and across other retail and online stores in Singapore. “GrabInvest” appealed to young investors by offering a flexible and less intimidating entry point into investing, leading to increased participation rates among Millennials and Gen Z. The success of these initiatives has helped reinforce Grab’s position as a fintech innovator while providing young consumers with tools to manage their finances effectively.

Market Research Insights: Complexities and Nuances of Financial Attitudes

Market research insights suggest that while both generations are acutely aware of their financial environments, their responses and strategies differ markedly due to their unique priorities and anxieties. By understanding these nuances, financial institutions can tailor their products and marketing strategies to effectively meet the distinct needs of Millennials and Gen Z. This tailored approach addresses current financial tendencies and anticipates future trends as these generations evolve.

Uncovering Underlying Attitudes and Emotions

  • Qualitative Insights: Deep dives into qualitative data from interviews, focus groups, and surveys with Millennials and Gen Z in Singapore reveal complex emotions and attitudes toward money. Common themes include a sense of urgency about the future, concerns over economic stability, and a desire for a balanced life that includes enjoyment now and security later.
  • Emotional Drivers: Both generations exhibit a heightened emotional response to financial planning, influenced by global economic uncertainties and societal pressures. Gen Z, in particular, shows prevalent anxiety toward long-term financial commitments and a stronger inclination toward immediate gratification—hence, the rise in ‘doom spending.’

Differences in Financial Priorities and Anxieties

  • Millennials: Generally, Millennials are more focused on long-term financial security. They are concerned with building assets, such as purchasing property and retirement savings. This group is also more likely to engage in financial planning services and seek investment advice to secure their future.
  • Gen Z: In contrast, Gen Z prioritizes flexibility and lifestyle sustainability over asset accumulation. Their financial anxieties are more about maintaining a lifestyle in the face of job insecurity and economic fluctuations, which drives their engagement in flexible financial solutions like gig work and freelance opportunities.

Tailoring Financial Products and Marketing Strategies

For Millennials:

  • Product Development: Financial institutions should consider offering products that promote asset building, such as favorable mortgage rates or retirement savings plans with competitive interests.
  • Marketing Strategies: Communication should emphasize stability, long-term gains, and financial wellness. Tools like webinars, blogs, and financial planning apps can engage Millennials looking for education and guidance in their financial decisions.

For Gen Z:

  • Product Development: Products should cater to flexibility and short-term benefits, such as easy-access savings accounts, credit cards with lifestyle rewards, and investment options with liquidity. Innovative financial solutions like micro-investing platforms or ‘buy now, pay later’ services are particularly appealing
  • Marketing Strategies: Marketers reaching Gen Z should heavily leverage digital media, using platforms where they are most active, like Instagram and TikTok. Messaging should focus on financial empowerment and independence, with a tone that resonates with their desire for authenticity and immediate value.

Final Thoughts

The financial behaviors of Millennials and Gen Z in Singapore exhibit a complex interplay of traditional values and modern influences. Millennials are primarily focused on asset building and long-term security. In contrast, Gen Z navigates an uncertain landscape with a strategy that includes immediate enjoyment and cautious planning. The nuances of ‘doom spending’ alongside the aspirational goals of the FIRE movement illustrate a generational pivot that underscores a broader range of financial attitudes and needs.

The diverse financial attitudes of these generations suggest broader implications for the financial sector and policymakers. Financial institutions are directed to innovate to address immediate consumer behaviors and long-term financial health. Products and services must be adaptable, reflecting the fluidity of modern financial environments. On the other hand, policymakers are called to consider these behaviors in their regulatory and fiscal policies to ensure a stable yet flexible economic environment that can support diverse financial needs and aspirations.

Stakeholders across the financial ecosystem must engage with these insights actively and thoughtfully. Financial institutions should consider how they can more effectively meet the evolving needs of younger consumers, not just as a business opportunity but as a part of broader societal support. Marketers and product developers are encouraged to innovate with empathy, understanding that financial products can significantly impact people’s lives. For policymakers, integrating these insights into policy development can help create frameworks that support financial health and stability, fostering an environment where young people can thrive economically.

By embracing these detailed insights into Millennial and Gen Z financial behaviors, stakeholders can better align their strategies with their clientele’s actual needs and desires, paving the way for a more inclusive and adaptable financial landscape in Singapore.

China’s retail sector emerged as a key driver of economic recovery post-Covid and has surpassed even the most optimistic forecasts. Based on the latest news, retail sales, which is an indicator of consumption, increased by 5.5%. Although it slowed down from a 7.4% rise in December, it still beat the expected 5.2% gain.

During the eight-day Lunar New Year holiday in February 2024, there was a significant increase in travel, which supported the revenue of the tourism and hospitality sectors. As a result, there was a 3% growth in oil refinery throughput to meet the high demand for transport fuels.

Amidst this economic surge, China’s Gen Z—born between 1995 and 2009—are reshaping retail and consumerism in the country. Representing 19% of the national population, this demographic is significant in size and profound in influence. They effortlessly bridge the digital and physical worlds, champion a new wave of ethical consumerism, and exhibit spending behaviors that set them apart from prior generations. As revealed by a joint study from the Tsinghua-Nikkei Institute of Media Studies, their impact on the economy and culture is multifaceted.

Gen Z in China experiences unique challenges, including economic uncertainty and pressures from an aging society. Although the year’s first quarter saw a better-than-expected growth of 5.3% in GDP, experts predict a slowdown in the coming years. The jobless rate among those aged between 16 and 24 is 15.3%, significantly higher than the national average. This economic environment shapes their consumption habits and lifestyle choices, leading to trends such as “reverse consumption” and the “stingy economy” in 2024. In these times, value for money and prudent spending are paramount.

Understanding and engaging with China’s Gen Z is imperative for brands looking to thrive in this dynamic market. Their unique consumer habits and technological savvy fuel China’s retail growth and are poised to redefine global market trends. Gen Z is essential for any forward-looking strategy, especially for brands aiming to secure a foothold in the world’s largest consumer economy.

Understanding Gen Z in China

Demographic Overview

  • Size and Economic Influence: China’s Generation Z comprises individuals born between 1995 and 2009, making up about 19% of the nation’s population. This translates to roughly 265 million people, forming a significant consumer force within the world’s second-largest economy.
  • Key Statistics:
    • Age Range: Currently, ages 14 to 28.
    • Urban vs. Rural Distribution: A significant majority reside in urban areas, mirroring China’s overall urbanization trends. Urban Gen Zers are likelier to have higher disposable incomes and access to digital technologies than their rural counterparts.

Cultural Characteristics

  • Core Values and Attitudes:
    • Individualism and Self-expression: Unlike the collectivist orientation of previous generations, Chinese Gen Z values individuality and self-expression, influenced by global cultural exchanges via the internet.
    • Sustainability and Ethics: They show a heightened responsibility toward the environment and social issues, favoring eco-friendly and ethical brands.
  • Influence of Cultural, Socio-Economic, and Technological Factors:
    • Global Influence: Exposure to global cultures through digital platforms has cultivated a more cosmopolitan outlook among Gen Z.
    • Economic Context: Growing up during China’s rapid economic growth has fostered high expectations for living standards and personal wealth.
    • Educational Opportunities: Improved education systems and resources have led to a more informed and competitive generation.

Technological Integration

  • Role of Digital Technology in Daily Lives:
    • Connectivity: Nearly ubiquitous smartphone usage facilitates constant connectivity to social networks and e-commerce platforms.
    • E-commerce Habits: Gen Z in China is highly comfortable with online shopping, and they often prefer online retail platforms to traditional stores for both research and purchasing.
  • Popular Platforms Among Chinese Gen Z:
    • WeChat: A multi-purpose platform used for messaging, social media, marketing, and payments.
    • Douyin (TikTok): The leading platform for short video content, highly popular for its entertainment value and as a source of trends and products.
    • Bilibili: Known for its focus on anime, comics, and games (ACG) content, it’s a hub for niche communities and deeper fan engagement.
    • Impact on Consumer Behavior: These platforms shape how Gen Z spends their time and influence their consumption patterns, from fashion and entertainment to food and technology.

Case Study: Soul – A Digital Ecosystem Tailored to Gen Z

Background:

Soul, a social media platform with about 80% of its user base from Gen Z, has become a barometer for the shifting preferences and lifestyles of this demographic in China. The platform’s data provides insights into how these young consumers navigate their economic realities with innovative social and shopping behaviors.

Image credit: Soul app website

Key Insights:

  • Strategic Shopping: During major shopping festivals like Singles Day, a significant portion of Gen Z users on Soul meticulously plan their purchases, prioritizing value and quality over impulsive buying.
  • Engagement Trends: The platform has noted a rise in “narcissism” among its users, which is seen not as selfishness but as a form of positive self-care and acceptance. This reflects a broader trend in which mental and personal well-being are as important as physical health.

These insights underscore how digital platforms are retail channels and communities where Gen Z finds support and affirmation for their values and choices. It highlights the critical role of digital ecosystems in shaping young consumers’ purchasing habits and lifestyle choices in today’s economy.

Marketing and Product Strategies for Engaging Gen Z

Product Innovation and Adaptation

Importance of Innovation and Customization:

  • Adapting to Preferences: Gen Z in China values products that serve functional purposes and reflect their personal identity and ethos. Innovation and customization are crucial for products to resonate with this demographic, which prizes uniqueness and personalization.
  • Speed to Market: Rapid prototyping and quick iteration are essential to keep pace with Gen Z’s changing tastes and trends.

Examples of Successful Products Tailored for Gen Z in China:

  • Tech Gadgets: Smartphones and wearables with customizable features (e.g., skins, interfaces) that allow personal expression.
  • Fashion and Beauty: Brands like Perfect Diary offer cosmetics that appeal through limited-edition collaborations with pop culture icons and localized trends, driving online and in-store engagement.
  • Food and Beverage: Snack brands offering exotic flavors or health-oriented products tailored to young consumers’ desire for novelty and wellness.

Branding and Communication

Strategies for Building a Brand That Resonates:

  • Authenticity: Transparency in production processes and business practices, as Gen Z consumers are more likely to scrutinize the authenticity and ethics behind a brand.
  • Sustainability: Emphasizing eco-friendly practices and products, supporting social causes, and engaging in community initiatives that reflect their values and desire for ethical consumption.
  • Community Building: To foster a sense of community, creating spaces for engagement and dialogue, whether through brand-sponsored events or online forums.

Effective Communication Strategies:

  • Language and Tone: Utilizing a relatable and conversational tone in marketing communications that speaks directly to Gen Z’s values and lifestyle.
  • Aesthetics and Design: Visually appealing, bold, and distinctive styles that stand out in the crowded digital landscape.
  • Media Channels: Focusing on digital-first platforms like social media, influencer collaborations, and content marketing on platforms popular among Gen Z, such as Douyin and Bilibili.

Leveraging Technology

Using AI, AR, VR, and Other Technologies:

  • AI: Personalized shopping experiences through AI recommendations based on browsing and purchase history, enhancing user engagement and satisfaction.
  • AR and VR: Offering virtual try-ons for items like clothing and makeup or immersive experiences that allow consumers to engage with a brand or product in innovative ways.
  • Gamification: Integrating game mechanics into apps and campaigns to increase participation and loyalty.

Importance of Mobile-First and Omnichannel Experiences:

  • Mobile-First: Designing campaigns and content with a mobile-first approach, considering most of Gen Z’s interactions and transactions occur on smartphones.
  • Seamless Omnichannel Experiences: Ensuring a consistent brand experience across various online, mobile, and in-store channels to meet Gen Z’s expectations for a fluid shopping experience. 

Case Studies and Examples

Success Stories

Case Study 1: Perfect Diary

Background: Perfect Diary is a Chinese cosmetics brand that has skyrocketed in popularity among Gen Z consumers through savvy digital marketing strategies and collaborations with pop culture phenomena.

Image Credit: YouTube

Strategies:

  • Influencer Partnerships: Leveraging partnerships with major celebrities and micro-influencers to build trust and authenticity.
  • Limited Edition Releases: Creating time-limited products in collaboration with popular TV shows, celebrities, and even national museums, sparking buying frenzies.

Analysis: Perfect Diary’s success reveals Gen Z’s affinity for brands that offer unique, personalized experiences and demonstrate a deep understanding of cultural trends. The brand’s approach illustrates the power of community-driven marketing and the importance of adapting quickly to emerging trends.

Case Study 2: HeyTea

Background: HeyTea, initially founded in 2012 in the second-tier cities of Guangdong, has emerged as a trailblazer in the tea industry by introducing cheese tea, a novel beverage that combines freshly brewed tea with a creamy cheese topping. Originally a small tea shop, HeyTea gained national fame by reinventing traditional Chinese tea culture for a younger audience with new flavors and an Instagram-worthy aesthetic. This innovation has revolutionized the way young consumers in China enjoy tea, particularly in affluent eastern cities.

Image Credit: The Economist

Strategies:

  • Product Innovation: HeyTea redefined traditional tea by introducing cheese tea, served at a 45-degree tilt as recommended by the brand’s ‘tea-ristas’ to perfectly blend the bitter tang of tea with the salty cream cheese cap. This unique product offering captured the imagination and taste buds of a young, urban clientele.
  • Exclusivity and Demand Generation: In its early days, HeyTea created a buzz by limiting purchases and maintaining exclusivity. The long queues at their outlets, sometimes extending up to three hours, were managed by security guards, and the brand had to impose a limit of two cups per person to deter scalpers. This strategy, often referred to as “thirst marketing,” although contested by HeyTea, effectively built a sense of urgency and exclusivity around the brand.
  • Selective Distribution: Initially, HeyTea chose to stay off major food-delivery apps to focus on crafting a high-quality experience that couldn’t be rushed or commoditized. This approach emphasized the artisanal aspect of their offerings, differentiating them from other tea chains that relied on pre-made or powdered ingredients.

The phenomenon of HeyTea speaks volumes about modern consumer behavior in China. The willingness of customers to hire others to stand in line or the implementation of purchase limits illustrates the high value placed on trendy and exclusive products. By offering a product that needed careful preparation and was served in a specific way, HeyTea not only set a new trend but also raised the bar for quality and customer experience in the beverage industry.

HeyTea’s strategy also reveals several crucial insights into broader market trends and consumer preferences:

  • Experience over Convenience: Despite the convenience culture prevalent among Gen Z, the success of HeyTea underscores a contrasting willingness to seek out and wait for unique, quality experiences.
  • Quality as a Differentiator: In a market saturated with quick-service options, HeyTea’s focus on high-quality, freshly brewed, and uniquely presented products helped it stand out, demonstrating that consumers are ready to prioritize quality over speed.
  • Cultural Resonance and Innovation: The introduction of cheese tea not only leveraged traditional Chinese tea culture but also innovated upon it, showcasing that blending tradition with creative modern twists can resonate deeply with young consumers.

HeyTea’s journey from a small tea shop to a national phenomenon encapsulates the dynamic interplay of innovation, marketing savvy, and a deep understanding of consumer desires, setting a benchmark for others in the beverage industry and beyond.

Lessons from Failures

Case Study: Dolce & Gabbana’s PR Crisis

Background: In 2018, Dolce & Gabbana planned a major fashion show in Shanghai. However, promotional videos and comments made by the founders were perceived as racially insensitive by many in China, including Gen Z, leading to a massive backlash and cancellation of the event.

Image Credit: The New York Times

This failure highlights the critical importance of cultural sensitivity and awareness. Brands targeting Gen Z must understand and respect their audience’s cultural contexts and values, as Gen Z consumers are particularly attuned to social issues and brand ethics.

Future Trends and Predictions

Emerging Trends

  • Sustainability and Eco-Friendliness: Gen Z’s preference for sustainable and eco-friendly brands will deepen as environmental concerns continue to rise. Brands that invest in sustainable practices and transparently communicate their environmental impact will gain favor.
  • Enhanced Personalization through AI: Artificial intelligence will play an increasingly significant role in offering personalized shopping experiences. From AI-curated shopping lists to virtual fitting rooms, these tools will tailor the consumer journey to individual preferences and behaviors.
  • Virtual and Augmented Reality Shopping: With advancements in VR and AR, immersive shopping experiences will become more mainstream, allowing Gen Z to explore products and environments virtually before making purchases.
  • The Rise of Social Commerce: Social media platforms will evolve beyond branding channels to become integral shopping venues, leveraging live streams, social storefronts, and peer recommendations.
  • Health and Wellness: Health-conscious products, including wellness apps, fitness gear, and healthy food options, will see increased demand as Gen Z continues to prioritize mental and physical well-being.

Economic Influences on Gen Z Consumer Behavior

As we look to the future, the economic landscape will continue influencing Gen Z’s consumer behavior significantly. The rise of what has been termed the “stingy economy” reflects a shift toward more economically cautious spending habits. This trend is not merely about spending less but seeking greater value and efficiency in expenditures. Platforms like Xiaohongshu and Douyin have become crucial in this shift, allowing Gen Z consumers to meticulously research and compare prices before purchasing.

Emerging Lifestyle Trends:

  • Value-for-Money Lifestyle: Increasingly popular among Gen Z, this trend focuses on maximizing the value received from purchases and experiences, driven by a pragmatic approach to spending.
  • Lazy Health: This trend signifies a growing preference for low-effort, high-impact health and wellness activities, such as ensuring adequate sleep and engaging in stress-free physical activities.
  • City Walks and Special Forces Travel: These trends reflect a desire for experiences that require minimal investment but offer maximum enjoyment and relaxation, aligning with the broader shift toward economic leisure activities.

Predictions on how these trends will shape future marketing and product strategies:

  • Brands must integrate sustainability into their core operations to attract eco-conscious consumers.
  • Marketing strategies must increasingly rely on data analytics and AI to deliver hyper-personalized communications.
  • Companies should invest in AR and VR to create compelling, interactive marketing campaigns and shopping experiences.
  • Social commerce will necessitate strategies that effectively engage influencers and leverage user-generated content to drive sales.

Adapting to Change

Strategies for Staying Relevant:

  • Continuous Innovation: Regularly updating product lines and experimenting with new marketing tactics to keep pace with Gen Z’s evolving tastes.
  • Feedback Loops: Implementing real-time feedback mechanisms to gather insights directly from Gen Z consumers and quickly adapt products and campaigns.
  • Collaborative Engagements: Partnering with Gen Z influencers and thought leaders to co-create content and products that resonate authentically with the demographic.

Importance of Agility and Continuous Learning:

  • Agility in Business Practices: Being agile means more than reacting to trends; it’s about anticipating changes and being prepared to pivot strategies swiftly and efficiently.
  • Emphasis on Continuous Learning: Staying informed about technological advancements, cultural shifts, and consumer behavior patterns is crucial. This includes ongoing education and training for teams to remain adept and responsive.

Understanding and adapting to emerging trends is vital in a world where change is the only constant. For marketers and product managers targeting Gen Z in China, staying ahead means embracing a culture of innovation, maintaining agility in strategic planning, and committing to continuous learning. By doing so, they can ensure their brands remain relevant and appealing to this dynamic and influential consumer segment.

guide-to-gen-z

The Imperative of Understanding and Adapting to Gen Z Consumers in China

Gen Z consumers’ dynamic and ever-evolving characteristics in China underscore a pivotal challenge and opportunity for brands aiming to thrive in the modern marketplace. This demographic defines their consumption patterns and setting trends that influence the global economy. 

For brands, understanding and engaging with Gen Z is not merely about tapping into a new customer base but about aligning with the future of commerce itself.

Gen Z’s unique blend of digital savviness, ethical consumerism, and preference for personalized and immersive experiences demands a rethinking of traditional marketing and product strategies. The brands that successfully captivate this audience demonstrate authenticity, innovate continually, and leverage the latest technologies to create engaging and meaningful interactions. Moreover, the responsiveness to environmental concerns and the integration of sustainability into core business operations are becoming non-negotiable aspects that can significantly sway Gen Z’s loyalty and advocacy.

Therefore, brands that anticipate and adapt to Gen Z’s needs position themselves for increased market share in the present and set the groundwork for sustained relevance and success as this demographic matures. 

The stakes are high, and the brands that effectively decode the preferences and values of Gen Z will likely lead the charge in shaping the future economic terrain.

To deepen your understanding of Gen Z’s impact on global markets and to refine your strategies accordingly, we invite you to download our exhaustive global Gen Z report. Gain detailed insights and practical guidance to harness the potential of this crucial demographic. 

Access the report now at The Definitive Guide to Gen Z.

This comprehensive report is invaluable for any business leader or marketer aiming to make informed decisions that resonate with Gen Z and propel their company toward long-term success.