Finding success with Gen Z in Singapore

A report that establishes a deep sense of empathy towards Gen Z audiences by learning about the platforms they use and understanding their motivations.
  • Generation Z are the most important consumers of our near future with their growing spending power and voices.
  • At 17.5% of Singapore’s population, those aged 12-25 will outnumber Millennials by this year, 2020.
  • A series of qualitative and quantitative first-hand research done collaboratively with Havas Media and SGAG has uncovered 5 codes that Gen Z in Singapore live by: Media as a compass, woke through tech, in my own skin, the need for social and expert navigators.
  • The three takeaways for success when marketing to Gen Zs are therefore: customise for impact, don't waste time and authenticity rules....

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Insights Team
Bray Leino

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