, Singapore

89% Singaporean Gen Zs believe COVID-19 highlighted inequalities

One in four of them want to be the person to change the world. 

Nine in 10 Singaporean Gen Zs have felt the COVID-19 pandemic has emphasised inequalities, according to a study by McCann Worldgroup.

With this, one in four Singaporean Gen Zs would like to be remembered as “a person who changed the world in a positive way” by helping Singapore be more harmonious and not just tolerant.

According to McCann’s “Truth About Generation Z” study, 81% of Singaporean Gen Zs believe in uniting a group of people who look and think differently, which is above the global average of 64%.

“Singaporean Gen Z, like others around the world, feel a personal sense of responsibility to make a positive impact – environmental impact, racial equality, and women’s issues being the top 3 causes important to the Singaporean Gen Z, Manasi Trivedi, strategy director of McCann Worldgroup South East Asia, said.

Gen Zs in Singapore are also looking at brands that promote ideals that are aligned with theirs, with three of four GenZs willing to pay more for brands or products that support issues they care about, 68% of the global average.

77% of them also prefer a brand that “reassures me versus challenges me,” whilst 74% of them feel that the top benefit of using social media is giving voice to those who have none, higher than 49% globally.

The Singaporean Gen Zs also cited challenges in mental health with 66% feeling pressured to be constantly busy and cited mental health as the most difficult issue to talk about with people close to them. They also said that 82% feel that emotional connections are weaker today than in the past, higher than 76% global average.

A participant interviewed also stated that the emerging “Fear of Being Cancelled” now. McCann this empowered “highly-aware generation is looking for ways to be a better world citizen but expresses a great deal of concern over sensitivities and pitfalls.”

The global findings released in March 2021 quantitative research involved 5,000 18 to 24 years old in the Asia -Pacific with qualitative interviews completed in July.

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