How Singapore got millennials thinking about retirement and healthy eating

Low Lai Chow

Singaporean millennials weren’t thinking about retirement planning or healthy eating on festive occasions – this article outlines how two local campaigns aimed to change the behaviours of young Singaporeans on these two important issues.

When it comes to saving for retirement and maintaining a healthy lifestyle, Singaporean millennials are much like their Western counterparts, but it's not always a big priority compared to the immediate pressures of increasing costs of living, family commitments and getting their career off the ground.

Encouraging young people to invest in their financial and physical health for the distant future can, frankly, be a real challenge. And like most young people in Asia's developed markets, young Singaporeans are addicted to their smartphones and not really interested in traditional advertising – something which presents a real challenge to marketers.

"(Millennials)...

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