Happiness more important than money for Singaporeans

75% of 18-35 year olds believe so.

This was revealed by Y&R’s proprietary research tool Generation Asia.

Y&R said 75% of Generation Asia in Singapore believe that happiness is more important than money, but they also see the importance of long-term financial security, with 73.3% seeing regular saving as a must.

Meanwhile 73% of Singapore’s 18-35 year olds think that family values have not changed, and 72% want to achieve great things that improve the lives of others.

Melvin Kuek, Managing Director, Y&R Singapore, said, “The single most important life value for them is happiness, it’s more important than making money. There’s a strong emphasis on the preservation of family values, but underlined by strong belief in being financially prepared.”

Here are other findings from Generation Asia Singapore 2012:

63% of men are ‘beauty’ conscious
70% believe children should learn through play rather than books
85% of women think confidence is attractive, skincare is more important than cosmetics
63% prefer talking face to face
72% think education should be more practical and less theory-based
75% believe entertainment is more about who you’re with rather than where you go 67% think serious journalism is an important factor in being a developed nation

Conducted for Y&R by partner agency VML, an extensive online survey of over 1,400 respondents was carried out in June 2012 covering the topics of Vehicles, Beauty (Men & Women), Communication, Education, Entertainment, Fashion, Food, Money, Health, Kids, Love, Luxury, Media, Sports, Technology, and Travel.

If you've been wondering whether SBR could work for your company — yes, probably.

A lot of the companies we partner with started as readers. They'd been following our coverage for a while, saw their own customers and competitors in it, and eventually asked the obvious question: could we do something with you? The answer is usually yes. The shape of it depends on what you're trying to do.

The options are broader than most people assume — thought leadership articles, sponsored content, industry summits across Southeast Asia, regional awards programmes, podcasts, and media placements in print and digital. Some partners use one channel; most use a mix. We figure out the right combination by starting with your brief, not with our rate card.

So if the question has been on your mind, here's the easy way to ask it.

We'll tell you honestly whether we can help, and how. It's a better use of everyone's time.

Book a meeting

| Or download the media kit (PDF)

240,000 senior readers quarterly in print Top 1,700 Singapore companies reached

7 markets across Southeast Asia