Why value-added initiatives from brands matter in Singapore

Many Singaporeans seek brand help amid anxiety about their future.

Singapore has achieved remarkable progress over the past 59 years, earning nicknames like "Gateway to Asia" and "Asia's Silicon Valley." Yet, Singaporeans find it challenging to enjoy the intangible benefits of the nation’s material prosperity.

Evidence of this is found in McCann Worldgroup Singapore’s Truth Study, which reveals that some Singaporeans do not see themselves retiring in Singapore.

Furthermore, the report found that many Singaporeans feel anxious and dissatisfied about their future, turning to brands for assistance in finding solutions. 

The study indicated that half of Singaporeans want brands to concentrate on initiatives that help them remain happy, healthy, and physically active.

McCann Worldgroup suggested that brands have the potential to reduce financial pressures and offer moments of joy to Singaporeans through value-added initiatives, using Giant Hypermarket and Giga as illustrations.

“To help Singaporeans manage the increase in GST from 7% in 2022 to 8% in 2023, Giant committed to absorbing GST hike on 700 essential products from January to June 2023,” the report said,

Giga, meanwhile, introduced a free rollover data forever to help alleviate the fear of increased prices of telco services.