Singapore needs some sexual healing

Singapore is one of the most family orientated countries in the world. As a result of that, the fertility rate is actually decreasing its natural population. It’s not that Singaporean’s are off sex, they’re just off sex that leads to babies. Singapore has one of the lowest fertility rates in the world. It basically loses 1.5% of its Singaporean population every year. If it wasn’t for the ever increasing number of foreigners, (especially, ironically, the Chinese that make up the 20% of the country), then the population would not only have shrunk but they would not have enough people to be able to sustain their fantastic economic growth and lead the way in Asia and the world as a super economy and dynamic city state.

There are many reasons why it’s hard for Singaporean’s to have sex. Like many Asian countries that are very family focused. Young Singaporean’s usually live with their parents until they either get married or they become millionaires (you need to be a dollar millionaire to be able to own a flat/house in Singapore!). They view renting as a waste of money and would rather live at home with their parents than rent and have that much needed privacy. It’s therefore not an especially conducive environment for becoming intimate with your partner with your parents downstairs/next door…! This is why the “staycation” has been invented in Singapore. A bit like the Japanese “love hotels” Singaporean’s regularly stay in hotels in Singapore to get that much needed privacy, space and break from their family. It’s a great source of income for Singaporean hotels who position themselves as an all inclusive romantic location for couples wanting to have some “alone” time.

It’s also partly a selfish attitude that is found more and more in western countries too. Singaporeans like their luxury goods and brands and spend a great deal of their money on shopping and their friends. There’s no time for babies. There are more luxury malls in Singapore per population than anywhere else in the world.

The government though are seriously looking into this growing problem and are looking at initiatives to help reverse the trend and encourage a baby boom. In the recent election many Singaporean’s complained that there were too many foreigners in the country and when they were told by the Government that that they then had to have more babies to make the difference it caused some interesting exchanges. I think that they actually need a series of aggressive strategic brand partnerships with brands ranging from hotels for those romantic Singaporean stay-cations to wine and candles, cinemas and travel brands for those romantic weekends away. They also need cheaper housing and to encourage 20 and 30 something’s to leave home, something that they are reluctant to do both culturally and financially. The government clearly need to tell their young people to go and have more sex….on them! I wouldn’t suggest a brand partnership with Durex though!

Chris Reed, Regional Partnerships Director (Asia), Partnership Marketing