MTI Youth Study

November 4, 2009

 Extended debrief deck
  (non-presentation)
BACKGROUND & OBJECTIVES
Background & Objectives                3


                                     BACKGROUND



                           Y...
Background & Objectives                  4




                                    OBJECTIVES

                       A Li...
Background & Objectives               5




                                OBJECTIVES

                                  ...
Background & Objectives                 6




                                  OBJECTIVES

                              ...
WHO DID WE SPEAK TO, AND HOW?
This group of youth are a
 unique set, they are not the
 “masses”; they are not the
“average”... they are a group
 who are...
Methodology and Sample   9




CORE YOUTH DEMOGRAPHICS


    •   Youth defined as 16 - 24 years old
    •   Male and femal...
Methodology and Sample                 10

                                AN EXPLANATION OF BREAKAWAY POINTS
          Re...
Methodology and Sample   11


ATTITUDES & LIFESTYLE


   •   The larger proportion of the
       study: those youth who’ve...
Methodology and Sample   12




A VARIED & INCLUSIVE SAMPLE


   •   Inclusion of foreign Asian students
       studying i...
Additionally…

Stakeholder interviews were conducted with the MCYS; EDB; OSU and MOE;
         and expert interviews in th...
Key Observations             14


                           A NOTE ON THE SAMPLE FINDINGS…




 Within this youth group w...
THE APPROACH
To engage with this group, we
 had to utilise methods which
  were modern, collaborative
        and immersive.

   A qual...
Methodology            17




                           WHY QUALITATIVE?

   In order to get “under the skin” of such a y...
Methodology   18




WHY BLOGS?
- Emergence and growth of the ‘blogosphere’
is indicative of an era where people are
incre...
Methodology   19




HOW DOES IT WORK?
Respondents are set a sequence of
questions which they are to answer one
day at a t...
Our Approach   20




WHAT IS
ETHNOGRAPHY?
It takes place at the actual ‘site’ of
consumer behaviour and decisions – in
a ...
Methodology     21




 Ethnographic research interacts with consumers in a place
that is directly relevant to their life,...
Methodology   22




WHY
ETHNOGRAPHY?

By observing and visually documenting
a given portion of someone’s life it
allows u...
A NEW WAY OF THINKING
A New Way of Thinking   24


                IS THIS GENERATION REALLY DIFFERENT?



NEW VALUES AND IDEAS OF SUCCESS AND L...
A New Way of Thinking   25


               IS THIS GENERATION REALLY DIFFERENT?




  THIS GENERATION IS ESSENTIALLY DIFF...
A New Way of Thinking               26


                                  ACHIEVABLE DREAMS!


 This target now live in a...
A New Way of Thinking                    27


                                ACHIEVABLE DREAMS!




Examples locally and ...
A New Way of Thinking     28


                    PEER TO PEER INSPIRATION


…and a young Singaporean who has made his na...
A New Way of Thinking                29


                             REALISTIC BUSINESS INSPIRATION



  The proliferati...
A New Way of Thinking                    30



Two defining characteristics of our young Singaporean target….



         ...
31


   1. THE NEW SUCCESS


2. ENTREPRENEURIAL SPIRIT


  3. EXPLORE NOT ESCAPE


    4. FAMILY MATTERS


     5. GIVING ...
32


   1. THE NEW SUCCESS


2. ENTREPRENEURIAL SPIRIT


  3. EXPLORE NOT ESCAPE


    4. FAMILY MATTERS


     5. GIVING ...
A New Way of Thinking                     33


                                        1. THE NEW SUCCESS



             ...
A New Way of Thinking       34


                                      1. THE NEW SUCCESS



                          Wit...
A New Way of Thinking                      35


                                           1. THE NEW SUCCESS




  REJECT...
36


   1. THE NEW SUCCESS


2. ENTREPRENEURIAL SPIRIT


  3. EXPLORE NOT ESCAPE


    4. FAMILY MATTERS


     5. GIVING ...
A New Way of Thinking                      37


                                      2. ENTREPRENEURIAL SPIRIT


        ...
A New Way of Thinking                   38


                            2. ENTREPRENEURIAL SPIRIT



                    ...
A New Way of Thinking                     39


                                          2. ENTREPRENEURIAL SPIRIT


     ...
40


   1. THE NEW SUCCESS


2. ENTREPRENEURIAL SPIRIT


  3. EXPLORE NOT ESCAPE


    4. FAMILY MATTERS


     5. GIVING ...
A New Way of Thinking                   41


                                              3. EXPLORE NOT ESCAPE



      ...
A New Way of Thinking           42


                                 3. EXPLORE NOT ESCAPE



                           ...
A New Way of Thinking       43


                                   3. EXPLORE NOT ESCAPE




                            ...
A New Way of Thinking         44


                                3. EXPLORE NOT ESCAPE



                              ...
45


   1. THE NEW SUCCESS


2. ENTREPRENEURIAL SPIRIT


  3. EXPLORE NOT ESCAPE


    4. FAMILY MATTERS


     5. GIVING ...
A New Way of Thinking                        46


                                                 4. FAMILY MATTERS



  ...
47




MENTORS
A New Way of Thinking            48


                                     MENTORS




 All too often, parents are unaware...
49


   1. THE NEW SUCCESS


2. ENTREPRENEURIAL SPIRIT


  3. EXPLORE NOT ESCAPE


    4. FAMILY MATTERS


     5. GIVING ...
A New Way of Thinking       50


                                              5. GIVING BACK




                        ...
SINGAPORE
A New Way of Thinking             52


                                    SINGAPORE




Singapore is more than just a hom...
A New Way of Thinking                    53


GENERALLY THE ATTITUDES TOWARDS SINGAPORE ARE SPLIT
                        ...
54


      1. BARRIERS



      2. GLOBALITY



3. SPRINGBOARD & MAGNET



 4. FOREIGN PERSPECTIVE
55


      1. BARRIERS



      2. GLOBALITY



3. SPRINGBOARD & MAGNET



 4. FOREIGN PERSPECTIVE
Singapore       56


                                                      BARRIERS



                     BARRIERS TO EN...
Singapore                 57


                                                      BARRIERS



                         ...
Singapore               58


                                                       BARRIERS


                       BARR...
59


      1. BARRIERS



      2. GLOBALITY



3. SPRINGBOARD & MAGNET



 4. FOREIGN PERSPECTIVE
Singapore             60


                                          GLOBALITY



                           SINGAPORE AS ...
61


      1. BARRIERS



      2. GLOBALITY



3. SPRINGBOARD & MAGNET



 4. FOREIGN PERSPECTIVE
Singapore   62


                                      SPRINGBOARD & MAGNET



                        ALLOWING IMAGINATIO...
63


      1. BARRIERS



      2. GLOBALITY



3. SPRINGBOARD & MAGNET



 4. FOREIGN PERSPECTIVE
Singapore              64


                                         A FOREIGN PERSPECTIVE



                            ...
KEY OBSERVATIONS / WAYS FORWARD
Key Observations           66


                                KEY OBSERVATIONS


 Within this youth group there are furt...
Key Observations   67




PRAGMATISTS
Youth who have passions and dreams
of careers in alternative fields but
have chosen,...
Key Observations   68




OPTIMISTS
Those who have taken a more
practical path than their original
passion, but who plan t...
Key Observations   69




DREAMERS
Those who have their sights set on
their more alternative career goals
and are actively...
Key Observations   70




TORCHBEARERS
Those who have already achieved a
career path which is relatively
alternative in a ...
Key Observations           71


                                KEY OBSERVATIONS



Given all the different values of this...
Key observations              72




                1. LATERAL THINKING ON CAREER CHOICES


       Education and exposure...
Key observations         73




       1. LATERAL THINKING ON CAREER CHOICES




    THE CAREER CONSTELLATION CAN BE INTRO...
Key observations           74




           2. HARNESS THE SPIRIT OF ENTREPRENEURSHIP



          The drive towards entr...
Key observations            75




                                                3. MENTORSHIP


         Utilize a netw...
Key observations         76




                             3. MENTORSHIP


                            Potential Mentors...
Key observations    77




                         4. SUPPORTIVE FAMILY UNITS


      Educate and inform the entire famil...
Key observations     78




 5. CLOSE THE GAP BETWEEN TRAINING AND CAREER


Offer educational avenues which facilitate a c...
Key observations                     79




                                6. EXPLORE NOT ESCAPE


    Recognize the desi...
End
Upcoming SlideShare
Loading in...5
×

Sgp Youth Extended Deck

2,459

Published on

What does the leading edge of Singapore youth tell us about Singapore's future? As well as Asia's youth, as many of these values are shared

0 Comments
4 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
2,459
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
151
Comments
0
Likes
4
Embeds 0
No embeds

No notes for slide

Sgp Youth Extended Deck

  1. 1. MTI Youth Study November 4, 2009 Extended debrief deck (non-presentation)
  2. 2. BACKGROUND & OBJECTIVES
  3. 3. Background & Objectives 3 BACKGROUND Youth are the literal future of Singapore. The broad base of Singapore’s youth are fairly certain of their future(s), and their career aspirations are largely met within the opportunities available in Singapore. This qualitative study investigates the fringes: youth whose career aspirations may be harder to accommodate, due to their unusual or creative interests, or due to a lack of recognised systems to aid their progress. This youths collective are vocal, affluent, relatively well travelled, and locally educated. They are also ambitious talented and worldly. MTI's Futures Group’s interest is to study the “Leading Edge” of youth.
  4. 4. Background & Objectives 4 OBJECTIVES A Lifestyle and Attitudinal Investigation To understand the targets’ lifestyles, aspirations, habits and motivations in terms of their lives and work/study/family etc in Singapore, in order to provide insight into the targets’ ATTITUDES towards Singapore as a place for their working/leisure lives; their career progression and their futures.
  5. 5. Background & Objectives 5 OBJECTIVES And further… To understand the decision-making process –When and how do they decide on their futures? –What are the drivers and motivations? –Where/what is the sense of opportunity in Singapore? – What are the attractive options (either within Singapore or outside) and why? –Where do they end up going? Why? –How do these destinations compare to Singapore? –Within the decision-making process, to understand the target’s influence spheres in broader terms – be this peer–to–peer; parental/familial; media etc...
  6. 6. Background & Objectives 6 OBJECTIVES Additionally… To understand the differentiating factors.. – Are the youth today really fundamentally different from youth of previous generations? – What is the appetite for risk today? What drives/negates this?
  7. 7. WHO DID WE SPEAK TO, AND HOW?
  8. 8. This group of youth are a unique set, they are not the “masses”; they are not the “average”... they are a group who are bright, worldly and enthusiastic. We found those who were educated, relatively well travelled, articulate, and lively. These were to be the young people who are tomorrow’s industry leaders, a small but representative sample of the youth who will take Singapore into the future.
  9. 9. Methodology and Sample 9 CORE YOUTH DEMOGRAPHICS • Youth defined as 16 - 24 years old • Male and female • Multi-racial • Singaporean (with the exception of 2 foreign Asian students) • All youth caught at important “Breakaway Points” A TARGET SAMPLE SIZE OF: 23 • 14 blogs • 8 ethnographic interviews • 1 face-to-face interview
  10. 10. Methodology and Sample 10 AN EXPLANATION OF BREAKAWAY POINTS Respondents were those caught at the various breakaway points. Those who have JUST MADE the choice of educational or career path, or are about to. The sample is more heavily weighted on those who are ABOUT to make the choice. BREAKAWAY  BREAKAWAY  BREAKAWAY  POINT #1 POINT #2 POINT #3 NATIONAL JC UNIVERSITY FIRST JOB SERVICE SECONDARY SCHOOL POLYTECHNIC FIRST JOB BREAKAWAY  POINT #3 The significant attitudinal / lifestyle differences that emerge in these breakaway points need to be uncovered, understood and leveraged into realistic and tangible recommendations...
  11. 11. Methodology and Sample 11 ATTITUDES & LIFESTYLE • The larger proportion of the study: those youth who’ve taken, or intend to take, a slightly alternative path in study or career – this usually means creative or humanities-related careers – dance; visual arts; culinary arts etc… • Retaining a healthy representation of those who are taking a more-or-less mainstream path. • Driven, talented, energetic, youthful, spirited, worldly. • With a high potential to study or work overseas • Potential entrepreneurs
  12. 12. Methodology and Sample 12 A VARIED & INCLUSIVE SAMPLE • Inclusion of foreign Asian students studying in Singapore • Inclusion of Singaporeans working / studying outside of Singapore (UK; Australia) • Inclusion of a 14-year-old first generation SOTA student • Inclusion of 27-year old e- entrepreneur
  13. 13. Additionally… Stakeholder interviews were conducted with the MCYS; EDB; OSU and MOE; and expert interviews in the academic and creative fields. Prof Chua Chris Lee Beng Huat Creative NUS Sociology Director - The department Asylum
  14. 14. Key Observations 14 A NOTE ON THE SAMPLE FINDINGS… Within this youth group we discovered further sub-divisions, along attitudinal lines. Various factors affect youth differently, according to their family, background etc. this makes for differing potential for success and self-discovery WITHIN the Leading Edge WE HAVE IDENTIFIED 4 DIFFERENT “TYPES” To be covered later in this presentation; also profiled in the accompanying lifebook…
  15. 15. THE APPROACH
  16. 16. To engage with this group, we had to utilise methods which were modern, collaborative and immersive. A qualitative study felt essential. Blogging and ethnography were the methodologies most suited to this target and study.
  17. 17. Methodology 17 WHY QUALITATIVE? In order to get “under the skin” of such a young target, we need to immerse ourselves in their world – which means immersing ourselves in their world, on their terms. Interviewing them in a regular focus group facility felt unreal and static as their lives and their own environments are alive with clues to their inspirations, aspirations and their day-to-day lives. Quantitative studies are useful in gathering data and certain type of information, but a qualitative research method will provide the depth, detail and real reflection of the attitudes and lifestyles of these young people. …Further qualitative methods are able to visually represent the world of youth with materials from the interviews and blogs.
  18. 18. Methodology 18 WHY BLOGS? - Emergence and growth of the ‘blogosphere’ is indicative of an era where people are increasingly empowered to create and disseminate their own content - This trend is harnessed as a research tool with blogs enabling research teams to access people’s lives over a given amount of time Blogs are particularly good because… They address the target on a platform that they are comfortable with and speak to the target in a language that they are used to. They encourage the inclusion of audio-visual material to bring the subject at hand to life. They provide an intimate, private and personal forum to express yourself. They allow for time to reflect.
  19. 19. Methodology 19 HOW DOES IT WORK? Respondents are set a sequence of questions which they are to answer one day at a time. The blogging questions are adjusted according to the progress of respondents, in a flexible and sensitive manner. •Blogs are hosted on a private blogging site, all information is confidential and is not accessible by the general public. •Client teams are provided with a password and username to access the blogs. •Blogs are accessible even for a limited time after the project is completed.
  20. 20. Our Approach 20 WHAT IS ETHNOGRAPHY? It takes place at the actual ‘site’ of consumer behaviour and decisions – in a bar, in a shop, in a gym, in somebody’s home. It provides a more holistic and nuanced view of what is actually going on. Actual sites potentially include – • The consumer in their workplace • The consumer in a social place • The consumer in a retail space • The consumer in their home with their family
  21. 21. Methodology 21 Ethnographic research interacts with consumers in a place that is directly relevant to their life, rather than a unfamiliar research facility.
  22. 22. Methodology 22 WHY ETHNOGRAPHY? By observing and visually documenting a given portion of someone’s life it allows us to understand them as people not as ‘consumers’ Ethnography contextualises a product, brand, category, service or trend within people’s lives and therefore gives a greater understanding of its true role.
  23. 23. A NEW WAY OF THINKING
  24. 24. A New Way of Thinking 24 IS THIS GENERATION REALLY DIFFERENT? NEW VALUES AND IDEAS OF SUCCESS AND LIFESTYLE ARISE FROM YOUNG SINGAPOREANS’ INTEGRATION WITH, AND ASSIMILATION OF, GLOBAL CULTURE: WHETHER PROFESSION, CREATIVE OR YOUTH CULTURE. THIS TARGET IS INCREASINGLY ONLINE AND FEEL THEMSELVES CITIZENS OF A GLOBAL VILLAGE. WHILE YOUTH EXPERIMENTATION AND EXPLORATION IS NOT A NEW PHENOMENON, THIS GENERATION FEELS DIFFERENT IN SINGAPORE, AS THEY HAVE VASTLY MORE ACCESS TO INTERNATIONAL INFLUENCES, AND ARE ABLE TO “PICK AND MIX” GLOBAL INSPIRATIONS, ROLE MODELS AND LIFESTYLE CUES MORE THAN ANY GENERATION BEFORE.
  25. 25. A New Way of Thinking 25 IS THIS GENERATION REALLY DIFFERENT? THIS GENERATION IS ESSENTIALLY DIFFERENT DUE TO THE EXTENSIVE INFLUENCE OF THE INTERNET WHICH NARROWS THE GAP BETWEEN DREAMS AND REALITY THE INTERNET PROVIDES INSPIRATION IN MANY WAYS: 1. Achievable Dreams 2. Peer-to-peer Motivation 3. Realistic Business Inspiration
  26. 26. A New Way of Thinking 26 ACHIEVABLE DREAMS! This target now live in a culture where they increasingly feel anything is possible. The mass media and the internet are huge, active promoters of realisable success, and therefore the gap between “’FAME AND FORTUNE” and the “AVERAGE JOE” is that much smaller. PASSIONS NOW SEEM MORE REALISABLE!! Reality and talent shows, and the proliferation of peer-to-peer media (blogs, Youtube, Facebook, Twitter) are examples where participants are able to achieve success on their own terms, with their own talents.
  27. 27. A New Way of Thinking 27 ACHIEVABLE DREAMS! Examples locally and internationally of this trend of “Achievable Success”… American Idol finalist turned actress and Oscar winner – Jennifer Hudson Internationally acclaimed Singaporean Chubby Singapore Idol winners Hubby blog Taufik Batiste, and Hady Mirza American recording artist Christian Siriano Esmee Denters – Project Runway discovered on Youtube winner.
  28. 28. A New Way of Thinking 28 PEER TO PEER INSPIRATION …and a young Singaporean who has made his name internationally! Acclaimed Singaporean Designer Ashley Isham
  29. 29. A New Way of Thinking 29 REALISTIC BUSINESS INSPIRATION The proliferation of online businesses in Singapore – further proof that the internet is a medium which is changing habits, especially for young people. All in all, this generation lives in a world which feels smaller and more accessible!
  30. 30. A New Way of Thinking 30 Two defining characteristics of our young Singaporean target…. REALISTIC AND CITIZENS OF OPTIMISTIC THE WORLD Understanding, appreciating and exploiting Looking at their lives in an upbeat, positive and inspired manner, but with very realistic the fact that they are not limited by geographical boundaries. Due to ease of and grounded expectations. An awareness travel, and heightened exposure to that, in order to achieve they need to plan overseas news, trends, culture: they are and prepare. citizens of the globe. These two characteristics are manifested through a number of key trends…
  31. 31. 31 1. THE NEW SUCCESS 2. ENTREPRENEURIAL SPIRIT 3. EXPLORE NOT ESCAPE 4. FAMILY MATTERS 5. GIVING BACK
  32. 32. 32 1. THE NEW SUCCESS 2. ENTREPRENEURIAL SPIRIT 3. EXPLORE NOT ESCAPE 4. FAMILY MATTERS 5. GIVING BACK
  33. 33. A New Way of Thinking 33 1. THE NEW SUCCESS A SEARCH FOR A MORE HOLISTIC FORM OF “SUCCESS” – Success now is more balanced, lifestyle-, family- and quality-oriented, than materialistic. – This desire arises as a rejection of youth’s immediate surroundings, and the pressure they feel from the Singaporean schooling system, family, and society in general. – “Success” means achieving material AS WELL AS intellectual and emotional goals: these two are not isolated areas. – Material goals and possession as are STILL considered desirable, BUT this is only one aspect of success. – Emotional/intellectual wellness and fulfillment comes from healthy and happy family life and a career which is inspiring and interesting, which they feel passionate about. – The divide between Western and Asian visions of success. A feeling that a Western view of success is more holistic and inclusive than the Asian viewpoint, which seems too bound in the material / tangible / face-saving aspects. “My peers from school mostly define “I think [Singaporeans] are “I’m Asian and a student. success with sporting and academic too driven by success for a Success seems to be defined achievements. This is the general mindset fear of falling out of the by the university you get into.” of most Singaporeans as I feel they define middle-class life.” success with grades alone.” - Miki, 16, Aspiring Lawyer - Professor Chua Beng Huat, - Haresh, 19, Passion in Rugby and NUS Aviation
  34. 34. A New Way of Thinking 34 1. THE NEW SUCCESS Within this more holistic view… ACCEPTANCE AND VALIDATION OF FAILURE – Understanding that life lessons are a learning curve: failure is an opportunity as well! – Trying to achieve is better than not trying at all. – More aligned with a Westernised ideas of education and progress: allowing more breadth to learning. – This feels very new, as this type of exploration doesn’t seem to be part of the current learning / education system. “I went for a self-realisation talk, about positive re-framing. There was this Taiwanese guy who sent his kids to an American school, his kids were getting very bad grades in elementary school and he was very worried… This parent went to look to find out how to help he child, but teacher said “But your kid has a lot of pride, and that is good…” This is Western culture: they look both at positive and negative side. They will look at the positive side, kid will turn out fine don't worry.” – Keith, 27, Entrepreneur
  35. 35. A New Way of Thinking 35 1. THE NEW SUCCESS REJECTION OF MYTHS OF “TRADITIONAL SINGAPOREAN SUCCESS” – The regular icons and methods of success seem outmoded in a world that is increasingly more integrated, less hierarchal, and more diverse. – “5Cs” and regular but un-inspiring careers (Doctor; Accountant; Lawyer, Engineer…) don’t HAVE to be the ways to succeed. – Money / the material is important, but as a compliment to an intellectually and emotionally fulfilling lifestyle. “Sadly society defines success as material success. 1st class honours? EM1? Scholarship? 5Cs? High “I would rather much do something impractical net worth? I must say it has been ingrained in but enjoyable like Journalism than be dulled to Singapore which has a winner-takes-all mentality.” death in something sensible like Law.” - Daniel, 25, Entrepreneur in online fashion – Zachary, 17, aspiring journalist/photographer retailing “I feel I’m a special person doing things that people don’t normally do… most want to become lawyers.” – Sencai, 17, aspiring male ballerina
  36. 36. 36 1. THE NEW SUCCESS 2. ENTREPRENEURIAL SPIRIT 3. EXPLORE NOT ESCAPE 4. FAMILY MATTERS 5. GIVING BACK
  37. 37. A New Way of Thinking 37 2. ENTREPRENEURIAL SPIRIT A TALENTED BUNCH – Youth feel they are talented, and are keen to expose their skill not only locally but on a global forum – this seems achievable, especially through the internet. – The impetus for this is not only monetary, but for intellectual and emotional benefit as well. – The path might be more difficult but this group are finding their way to make their own rules, through independent research, scholarships and sheer dedication. – Validation is important to keep encouraging them: industry-relevant competitions (like “Tiger Translate” for graphic design), to nationwide grants (National Arts Council scholarship) to familial support and mentorship. “I am turning 25 and I own a couple of small “I started pursuing my interest in design as a businesses - a shipping hedge fund, a youth career - it was one of the best things I have events and marketing company, an online done in my life.” shopping company and an educational firm.” - Si Ping, 22, Graphic Design Artist/ - Althea, 24, Entrepreneur Entrepreneur “Reebonz.com was started last December and things have been going well and thus I have decided to focus on it. Nothing beats doing what you are passionate about. It gives you a reason other than the monthly paycheck to go to work everyday.” - Daniel, 25, Entrepreneur in online fashion retailing
  38. 38. A New Way of Thinking 38 2. ENTREPRENEURIAL SPIRIT CARVING THEIR NICHE – Youth able to see a gaps in the market, which aligns with their talent, and their interests. – Singapore is viewed as a stable and “safe” place incubate ideas and inspiration – risk might be high but the country infrastructure coupled with familial support provides a safety net. – While youth complain about a lack of developed industries locally (especially creative industries) they are eager to look to foreign countries and cultures for inspiration and ideas. – Singapore provides the structure, youth provide the idea.
  39. 39. A New Way of Thinking 39 2. ENTREPRENEURIAL SPIRIT NEW BUSINESS MODELS – New business models abound, especially with the advent of e-business and online transactions. – New business models are horizontal and dynamic. They don’t exist based on established hierarchies – youth are able to make their own rules and execute as they feel fit. – E-businesses, in particular, are the greatest examples of new business models: low cost, no overheads, 24 hours, international etc… – Examples exist the world over – collaboration; user-generated content; super-bloggers; online retailing etc. these examples are taken to heart by budding entrepreneurs. – Rather than remaining online some online retailers have reversed norms, and taken their store into real space to compliment their online shops. – Business now feels POSSIBLE, no longer daunting, or complicated. “I am taking my first step to achieve this dream of mine. Luckily this dream is not bound by monetary constraints. People have come forward to tell me what a great idea it is. This definitely whets my appetite for success. Of course, there is always that fear of taking the road less travelled.” - Daniel, 25, Entrepreneur in online fashion retailing
  40. 40. 40 1. THE NEW SUCCESS 2. ENTREPRENEURIAL SPIRIT 3. EXPLORE NOT ESCAPE 4. FAMILY MATTERS 5. GIVING BACK
  41. 41. A New Way of Thinking 41 3. EXPLORE NOT ESCAPE Overseas exposure does not equate to youth wanting to “escape” Singapore. They yearn for exposure, inspiration and “the thrill of the new.” THEY WANT TO EXPLORE, NOT NECESSARILY ESCAPE! Youth feel the need to travel overseas for different reasons… CULTURE & VARIETY EDUCATIONAL PROFESSIONAL “Our youths are, by circumstance, more outward “I think, there is no fear in Singaporeans to go out looking than Japanese, Koreans or Taiwanese. If and see the world, you can’t try to tell the youth you take the ones who are at least A-level “No, don’t do this.” You should try to let educated, they are very aware of their everybody see the world. I think those who see vulnerability - this is drummed into them. They the world can benefit society when they return.” are aware of the reality that Singapore needs the world.” - Chris Lee, Founder of Design Boutique ‘Asylum’ - Professor Chua Beng Huat, NUS
  42. 42. A New Way of Thinking 42 3. EXPLORE NOT ESCAPE CULTURE & VARIETY – The urge to explore a different culture abroad, bolstered by Singapore’s small scale, and equatorial weather patterns. Even seeing snow for the first time is a driver for overseas exposure! – Exposure is through the internet, or via friends and family recommendations. – Exposure to non-Asian (most often “Westernised”) cultures is particularly sought after, as they provide a very different view of life. – Europe, the USA and Australia draw the most interest. New York and London offer the most variety in lifestyle and trends. Sydney and Melbourne offer a more relaxed lifestyle – Asian countries/cities offer more of an “exotic” destination. Tokyo, Beijing and Shanghai feel less practical but still interesting. “Tokyo satiates my intellectual curiosity like only New York does, but perhaps with better food.” - Jacinta, 25, Lawyer (UK)
  43. 43. A New Way of Thinking 43 3. EXPLORE NOT ESCAPE EDUCATION – For many who want to enter alternative career fields, overseas education is essential, as the level or type of education needed might not be available locally. – This is particularly important for “under-developed” industries In Singapore: the creative or fine arts, dance, culinary arts etc. – Western cities are considered most highly for education. Due to reputations of established schools (Ivy League; recognised arts schools etc); and and a logical language fit. “In SBA (Singapore Ballet Academy) you need to go overseas before becoming a company dance of the theater, but overseas there are the academy schools and if you do well, you can move straight into the company when you complete auditions” Sencai, 17, aspirant ballet dancer
  44. 44. A New Way of Thinking 44 3. EXPLORE NOT ESCAPE PROFESSIONAL – This is less relevant to our target who were mostly too young to make these decisions, however many do aspire towards this... – Professional exposure to markets which are more advanced / less saturated than Singapore provides impetus to work abroad. – This is particularly important for “under-developed” creative industries In Singapore. “The photography culture really isn't strong here… this points me in the direction of New York City where the magazines there are amazing, and there are model agencies at every turn, advertisement companies in every building, billboards at every junction... it should be every photographer's dream destination!” Zachary, 17, aspirant photographer/journalist
  45. 45. 45 1. THE NEW SUCCESS 2. ENTREPRENEURIAL SPIRIT 3. EXPLORE NOT ESCAPE 4. FAMILY MATTERS 5. GIVING BACK
  46. 46. A New Way of Thinking 46 4. FAMILY MATTERS FAMILY REMAINS IMPORTANT – Traditional values, but ones which are essential – as the root for this globalised generation. – Values simply accepted as “the way it is” – no resistance, or aggression towards them. – The family figures into all major decisions. – Respect for the family exists, but it is a constant struggle for youth: follow their own path or follow the wishes of their parents. – Supportive parents instill a sense of confidence and pride in their children. – However, an obvious gap in parents awareness of their children’s real dreams and aspirations, and their relevance in the modern world. – In the absence of knowledgeable or supportive parents, mentors become increasingly important… “All I want to do is cook, but my parents are not “There was an issue with me freelancing. open about it… They are very Singaporean, they People would ask my father what I am doing, just want me to study here…” and he would say ‘she is doing part-time jobs’ or ‘doesn’t have a job yet’. I think it is a “My parents won’t sponsor me to study overseas, security thing - they are used to a life where so I am saving money by myself. I have to sweat people go to work, but freelancing was for it every inch of the way, but it feels very good something that I did from home.” when you’re there!” - Faz, 23, Fashion Editor of VIP Magazine - Iliya, 18, Aspiring Chef
  47. 47. 47 MENTORS
  48. 48. A New Way of Thinking 48 MENTORS All too often, parents are unaware of their children’s interests and aspirations. More so, they are are often less aware of HOW their children will achieve these aims. Particularly in the case of the more artistic and unusual careers, where local industries are under-developed, a mentor can be an inspiration as well as a guide. A mentor is a role model who has had relevant industry experience, and who is available to guide or provided assistance to youth on their journey towards achieving their goal.
  49. 49. 49 1. THE NEW SUCCESS 2. ENTREPRENEURIAL SPIRIT 3. EXPLORE NOT ESCAPE 4. FAMILY MATTERS 5. GIVING BACK
  50. 50. A New Way of Thinking 50 5. GIVING BACK GIVING BACK - A new and emergent value: the sense of social consciousness where youth feel they want to contribute back to their home country, i.e.: coming back home. - Philanthropic efforts in addition to economic benefits i.e.: via business giving back to the community - The new and noble extension of a the ”Explore not Escape” value set. “I feel whatever you do you should contribute to society... I would come back to be an instructor, to educate and teach dance or have a school.” - Sencai, 17, aspiring male ballerina
  51. 51. SINGAPORE
  52. 52. A New Way of Thinking 52 SINGAPORE Singapore is more than just a home for this youth group, it is a place that annoys and inspires at the same time There are many different viewpoints on aspects of Singapore – the government, the social practices, infrastructure etc. It is essential to understand youth’s nuanced view of their home country, in order to understand their levels of engagement with Singapore, and what drives them to keep engaged and active on home ground. Important to note that there are very few polarised viewpoints – this group are aware and accepting of both the positives and negatives of their home country!
  53. 53. A New Way of Thinking 53 GENERALLY THE ATTITUDES TOWARDS SINGAPORE ARE SPLIT IN TO 2 DISTINCT CAMPS: POSITIVE AND NEGATIVE AND VS ENGAGED DISTANCED Positivity around: Negativity around: 1.Singapore’s / governmental infrastructures 1.Education system 2.Family values which are encouraged 2.General conservative attitudes of society locally – especially kiasu-ism, conservative 3.Safety and security attitudes 4.A feeling of “belonging” / rootedness 3.Lack of depth and variety, especially in 5.Globality of Singapore creative culture These two characteristics are manifested through a number of key elements…
  54. 54. 54 1. BARRIERS 2. GLOBALITY 3. SPRINGBOARD & MAGNET 4. FOREIGN PERSPECTIVE
  55. 55. 55 1. BARRIERS 2. GLOBALITY 3. SPRINGBOARD & MAGNET 4. FOREIGN PERSPECTIVE
  56. 56. Singapore 56 BARRIERS BARRIERS TO ENGAGEMENT WITH SINGAPORE – While the infrastructure in Singapore is seen to be world class, other systems come under more harsh criticism – The education system is felt to be too pressurised: – The streaming system is too prescriptive from an early age – Focuses too heavily on grades, points and processes, rather than experiential / experimental learning. – Humanities / Arts paths not encouraged enough, as opposed to regular paths (i.e. Sciences) “ [The education system] is very pressurizing, at one point in time I was contemplating “I feed you, you vomit you get an ‘A’.” suicide in primary school, I think in Singapore 1 in 5 kids think of that…” - Narpal, 20, musician - Keith, 27, e-business entrepreneur
  57. 57. Singapore 57 BARRIERS BARRIERS TO ENGAGEMENT WITH SINGAPORE – Attitudes of broader society – and the general culture of Singapore is criticised – The “kiasu”, “every man for himself”, “win at all costs” spirit is frowned upon. – Considered the general demeanor of older generations (i.e. not themselves), their poor English and conservative nature seems at odds with this young, globalised generation. – Bolstered by Singapore censorship and general conservative attitudes towards issues which, when compared to the West seem “old-fashioned”. – However, still an inherent positivity about Singapore, and it’s ability to change. “Same sex marriages. I think it should be legal and it is still “I often find myself subconsciously placing myself frowned upon when 2 men hold hands. Obviously you don’t in the shoes of foreigners; what must they think see men holding hands in Singapore and this is sad of our Singlish, our running for the MRTs when because, who are you to judge what is good or bad…? the door isn't even opened yet, our poor service, our unwillingness to go the extra mile for a “Ok, but do you think SG could change?” stranger. It paints a very ugly side of Singapore, that unfortunately, I am not proud of.” “I think it could.” - Zachary, 17, aspiring photographer/journalist - Faz, 23, Fashion Editor VIP magazine
  58. 58. Singapore 58 BARRIERS BARRIERS TO ENGAGEMENT WITH SINGAPORE – Lack of depth and variety in Singapore – Feeling that there is a lack of variety, especially in the creative / performing arts – Creative / performing arts industries seem under-developed – especially when compared to the West. – This is currently being countered by the emergence of ‘alternative’ education in Singapore… – While only emergent, there is a recognition and appreciation of new educational avenues available. “In Anglo Chinese School the teachers didn’t even like me, I talk too much and ask too many questions! But here, they like me asking a lot of questions. Usually, normal people… they say - “Oh you are dancer…”, but here, people are very supportive of each other and their different art forms. My school has 4 different art forms: dance, music, theatre and fine arts. So our academic class is a mix of different art forms.” - Thaddeus, 14, first-generation SOTA scholar, majoring in dance.
  59. 59. 59 1. BARRIERS 2. GLOBALITY 3. SPRINGBOARD & MAGNET 4. FOREIGN PERSPECTIVE
  60. 60. Singapore 60 GLOBALITY SINGAPORE AS A GLOBAL HUB – Singapore often promotes itself as a global hub, pursuing excellence, attracting foreign talent etc. – Youth are aware they are living in a very globalised city, and feel they want to take advantage of that – Travel and connections to Asia and beyond are regular reasonably priced, enabling young people easy access to travel – The internet further shrinks the world – now it feel that anything and everything is accessible. – Barriers are continuously being broken down and the world shrinking,: there is no longer a need to feel simply Singaporean – rather a citizen of the globe!
  61. 61. 61 1. BARRIERS 2. GLOBALITY 3. SPRINGBOARD & MAGNET 4. FOREIGN PERSPECTIVE
  62. 62. Singapore 62 SPRINGBOARD & MAGNET ALLOWING IMAGINATIONS TO SOAR, BUT REMAINING A SAFE HAVEN – Singapore’s stable and efficient infrastructures allow youth a secure base from which to launch ideas. – Family and infrastructural support is sometimes taken for granted, nevertheless it allows youth to explore within a safe environment – Singapore also feels like a safe and stable place to return to – given the emphasis on family values, the safety and security, and the stable economy. “Singapore is definitely a very good place to start a family as it is very safe (so that you don't have to worry about your family members getting harmed) and pretty clean… the government is also pretty pro-family… Moreover there is a good range of activities here that could be done as a family: flying kites at Marina Bay, having a picnic at Botanic Gardens… I'll definitely return to Singapore once I am ready to start a family.” - Zachary, 17, Aspiring photographer/ journalist
  63. 63. 63 1. BARRIERS 2. GLOBALITY 3. SPRINGBOARD & MAGNET 4. FOREIGN PERSPECTIVE
  64. 64. Singapore 64 A FOREIGN PERSPECTIVE FOREIGN ASIANS IN SINGAORE – Foreign Asians view Singapore the way Singaporeans view Western countries – as a place full of opportunity and a way to improve and push themselves further. – Singapore’s education system is of a high standard, foreign students feel this will prepare them for the workplace. – Skills are of a higher level; competition more fierce than in their home countries. – The language medium is English – a further benefit in preparing them for an increasingly international workplace. – Business standards in Singapore are organised and efficient, especially compared to other Asian countries, therefore encouraging entrepreneurship. “I would definitely set up a business in “Frankly speaking, I think studying in SMU is Singapore... the laws and regulations here are even more competitive than studying in any not as complicated as other countries. More universities in China.” straight-forward and less corrupt.” - Xinyue, 22, Chinese studying in Singapore - Ponco, 21, Indonesian studying in Singapore
  65. 65. KEY OBSERVATIONS / WAYS FORWARD
  66. 66. Key Observations 66 KEY OBSERVATIONS Within this youth group there are further sub-divisions, along attitudinal lines. Various factors affect youth differently, according to their family, background etc. this makes for differing propensities for success and self-discovery WITHIN the Leading Edge WE HAVE IDENTIFIED 4 DIFFERENT “TYPES” PRAGMATISTS DREAMERS OPTIMISTS TORCHBEARERS The following profiles are illustrations of how various barriers and drivers are realised in the lives if young Singaporeans.
  67. 67. Key Observations 67 PRAGMATISTS Youth who have passions and dreams of careers in alternative fields but have chosen, for various reasons to take a more conventional path, sometimes to the total exclusion of their passion. PROFILE: Asyikin • 17 years old • Scholarship recipient – for overseas study in New York University. • Passion in performing arts, especially singing and acting. • Due to familial expectation and scholarship requirements – she will study business. • The opportunity to study and experience life overseas is a big push for consider a more “regular” study path.
  68. 68. Key Observations 68 OPTIMISTS Those who have taken a more practical path than their original passion, but who plan to revisit to that dream from a different and more realistic angle. PROFILE: Zachary • 17 years old • Passion lies in photography • Inspirations mostly informed by overseas photographers and magazine images. • Considers New York City the hub for creativity. • Due to lack of a developed industry in Singapore he will pursue Journalism, and try to integrate his photography therein, in the professional arena. • Plans to return to Singapore to start a family
  69. 69. Key Observations 69 DREAMERS Those who have their sights set on their more alternative career goals and are actively and practically planning a way to achieve it. PROFILE: Sencai • 17 years old • Passion lies in dance – classical ballet • Attends Singapore Ballet Academy, and studies under his mentor • Due to under-developed dance scene in Singapore, plans to study in HKAPA in Hong Kong • Further, in Singapore one needs to have overseas training before becoming a dancer in Singapore Ballet Academy • Hoping to compete for the National Arts Council scholarship to study overseas. • Plans to return to Singapore to start a school or teach.
  70. 70. Key Observations 70 TORCHBEARERS Those who have already achieved a career path which is relatively alternative in a Singaporean context. PROFILE: Keith • 27-year old e-entrepreneur • Self-confessed “delinquent”, who “failed” within the primary and secondary education system. • Has taken advantage of the current social networking boom to launch an online game named “Fame”. • Despite parental opinions, he has managed to make a successful business on his own terms, utilising new business models.
  71. 71. Key Observations 71 KEY OBSERVATIONS Given all the different values of this group of youth, and looking at the challenges and drivers for different typologies, there are a several key observations which aid in understanding and activating this target… NEW WAYS OF THINKING ENGAGEMENT WITH SINGAPORE 1. BARRIERS TO 1. NEW VISIONS ENGAGEMENT OF SUCCESS WITH SINGAPORE (EDUCATION SYSTEM; SOCIETAL VALUES) 2. ENTREPRENEUREAL SPIRIT 2. GLOBALITY 3. EXPLORE NOT ESCAPE 3. A SAFE & STABLE PLACE WHICH ENABLES WHILE 4. FAMILY VALUES PROTECTING 5. GIVING BACK 4. A MAGNET FOR FOREIGNERS
  72. 72. Key observations 72 1. LATERAL THINKING ON CAREER CHOICES Education and exposure legitimises alternative career paths: introduce/enforce the concept of a “Career Constellation”. Lighting/Sound In the outer rings – the Technicians careers which surround and support the “artist” at Set Designers varying points, with varying levels of At the very core – an involvement. “artist” – a small % of Physiotherapist practitioners who are able to Allowing for greater survive professionally. involvement from a variety Dancer of professional and educational backgrounds Choreographer and interest brackets. Costume Designers Theatre Management
  73. 73. Key observations 73 1. LATERAL THINKING ON CAREER CHOICES THE CAREER CONSTELLATION CAN BE INTRODUCED AT THREE POINTS: 1.Within the education system – career counseling programs etc… as a culture within an institution 2.To the student directly 3.Within the family – education of parents and relative stakeholders
  74. 74. Key observations 74 2. HARNESS THE SPIRIT OF ENTREPRENEURSHIP The drive towards entrepreneurship is ALREADY well-established, this needs to be encouraged with exposure and financial aid, in particular in blossoming industries such as online businesses. “Reebonz.com was started last December and things have been going well and thus I have decided to focus on it. Nothing beats doing what you are passionate about. Gives you a reason other than the monthly pay cheque to go to work everyday.” - Daniel, 25, Entrepreneur in online fashion retailing
  75. 75. Key observations 75 3. MENTORSHIP Utilize a network of industry professionals and successful entrepreneurs to mentor youth from an early age, in particular in more alternative paths. Mentors legitimise youth interest in a field and provide insight that will otherwise be out of reach. Particularly relevant for under-developed creative industries in Singapore “My friend’s mom told me that I can cook better than she can. She wanted to help me out and she got a career consultant to come see me. I cooked for her, and they said I had real talent, and they want me to help out at Iggy’s - One of the top 100 restaurants in the world. If all goes well, I can apprentice with him by the end of the year.” - Iliya, 18, Aspiring Chef
  76. 76. Key observations 76 3. MENTORSHIP Potential Mentors… Ashley Isham (internationally recognised Singaporean fashion designer) Jeffrey Tan (winner NAC scholarship; retired dancer, currently teaching) Chris Lee (Creative Director / owner of Asylum, currently mentoring in various design schools) Furqan Saini, Johnny Khoo, Dolphin Yeo – fashion stylists Justin Low – chef / restaurateur Beyond these famous names, a possibility to tap into a network of local and overseas professionals.
  77. 77. Key observations 77 4. SUPPORTIVE FAMILY UNITS Educate and inform the entire family unit, in terms of careers and future choices. Enable a generation of parents to be in touch with their children’s true needs and hopes in the modern world, and help them understand how to realise those dreams. (Links closely to the “Lateral Thinking on Careers”) “It’s just the way it is. My mother still thinks it’s a sin not to use your hands to work, rather than using my brain to create something that other people can understand.” - Keith Ng, 27, Founder of Digital Media Company Swoozh
  78. 78. Key observations 78 5. CLOSE THE GAP BETWEEN TRAINING AND CAREER Offer educational avenues which facilitate a clear career path for more alternative careers. Partnerships with overseas institutions; financial aid, more grants and opportunities for alternative careers etc. At the school level, this is already being initiated with the establishment of SOTA (Singapore School of the Arts) and SSS (Singapore Sports School). “I would probably be overseas in New Zealand or Australia studying and getting a degree in Aviation Management since none of the local universities offer it here.” - Haresh, 19, rugby player
  79. 79. Key observations 79 6. EXPLORE NOT ESCAPE Recognize the desire for overseas exposure and exploration, whilst at the same time encouraging young Singaporeans to bring this learning and cultural enrichment back home. They are generally not looking for escape in any case. “I visited Tokyo last December during winter for “In 5 years, I hope that I would be, or have already, about 10 days. I must say it was the most stayed overseas for a period of time. I would love to interesting 10 days of my life. Tokyo definitely lives experience life in a difference country- immersing up to its reputation as being one of the most vibrant myself in that culture.” cities in the world. It is a vast metropolitan buzzing with energy. It is a unique mash of the old and new, - Daniel, 25, Entrepreneur in online fashion retailing traditional and cutting edge.” - Daniel, 25, Entrepreneur in online fashion retailing “Australia has remodeled me into a completely different person - I am definitely a more independent individual, and my aspirations and drive are derived purely from self.” - Laura, 22, student in Australia
  80. 80. End
  1. Gostou de algum slide específico?

    Recortar slides é uma maneira fácil de colecionar informações para acessar mais tarde.

×