Brands and social purpose: Engaging Singapore's millennials

The article outlines how brands can engage Singaporean millennials with social purpose campaigns, advises on how to uncover a brand’s social purpose and examines three case studies of successful social purpose campaigns in the city-state.

Brands and social purpose: Engaging Singapore's millennials

Low Lai Chow

Change is in the air – and according to Elly Chiu, associate director of insight and strategy consultancy Flamingo Group, this is evident in the way young Singaporeans are embracing social movements with vigour.

From taking over unused carpark lots and repurposing them as pop-up public spaces in the local edition of PARK(ing) Day, to creating the eco-friendly 26,000-sqm Kampong Kampus community space that encourages fellow Singaporeans to "transit from the 'five Cs' (credit card, cash, condo, country club, car) mindset to the 'five Gs' of Gracious, Green, Giving, Grounded...

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