Happiness more important than money for Singaporeans

75% of 18-35 year olds believe so.

This was revealed by Y&R’s proprietary research tool Generation Asia.

Y&R said 75% of Generation Asia in Singapore believe that happiness is more important than money, but they also see the importance of long-term financial security, with 73.3% seeing regular saving as a must.

Meanwhile 73% of Singapore’s 18-35 year olds think that family values have not changed, and 72% want to achieve great things that improve the lives of others.

Melvin Kuek, Managing Director, Y&R Singapore, said, “The single most important life value for them is happiness, it’s more important than making money. There’s a strong emphasis on the preservation of family values, but underlined by strong belief in being financially prepared.”

Here are other findings from Generation Asia Singapore 2012:

• 63% of men are ‘beauty’ conscious
• 70% believe children should learn through play rather than books
• 85% of women think confidence is attractive, skincare is more important than cosmetics
• 63% prefer talking face to face
• 72% think education should be more practical and less theory-based
• 75% believe entertainment is more about who you’re with rather than where you go 67% think serious journalism is an important factor in being a developed nation

Conducted for Y&R by partner agency VML, an extensive online survey of over 1,400 respondents was carried out in June 2012 covering the topics of Vehicles, Beauty (Men & Women), Communication, Education, Entertainment, Fashion, Food, Money, Health, Kids, Love, Luxury, Media, Sports, Technology, and Travel.