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

1. MTI Youth Study
November 17, 2009

2. BACKGROUND & OBJECTIVES

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. 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.
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...
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?

5. WHO DID WE SPEAK TO, AND HOW?

6. 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.

7. Methodology and Sample 7
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

8. Methodology and Sample 8
CORE YOUTH DEMOGRAPHICS
• Youth defined as 16- 24 years old
• Male and female
• Multi-racial
• All youth caught at important “Breakaway
Points”
A VARIED AND INCLUSIVE SAMPLE
• Inclusion of foreign Asian students studying in
Singapore
• Inclusion of Singaporeans working / studying
outside of Singapore (UK; Australia)
• Inclusion of SOTA student
• Inclusion of 27-year old e-entrepreneur
A TARGET SAMPLE SIZE OF: 23
• 14 blogs
• 8 ethnographic interviews
• 1 face-to-face interview
Additionally: stakeholder interviews were conducted with the MCYS; EDB; OSU and
MOE; and expert interviews in the academic and creative fields.

9. Methodology and Sample 9
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...

10. THE APPROACH

11. To engage with this group, we
had to utilise methods which
were up-to-date, collaborative
and immersive.
A qualitative study felt
essential.
Blogging and ethnography
were the methodologies most
suited to this target and
study.

12. Methodology 12
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.
Qualitative research provides the HOW and WHY,
quantitative will only provide the WHAT.

13. Methodology 13
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.

14. Methodology 14
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

15. A NEW GENERATION

16. A New Way of Thinking 16
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.

17. A New Way of Thinking 17
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.

18. A New Way of Thinking 18
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.

19. A New Way of Thinking 19
PEER-TO-PEER INSPIRATION
…and a young Singaporean who has made his name internationally!
Acclaimed Singaporean Designer
Ashley Isham

20. A New Way of Thinking 20
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!

21. DEFINING CHARACTERISTICS

22. 22
1. THE NEW SUCCESS
2. ENTREPRENEURIAL SPIRIT
3. EXPLORE NOT ESCAPE
4. FAMILY MATTERS
5. GIVING BACK

23. A New Way of Thinking 23
1. THE NEW SUCCESS
A SEARCH FOR A MORE HOLISTIC FORM OF “SUCCESS”
– More balanced, lifestyle, family and quality-oriented, than materialistic.
– Success means achieving material AS WELL AS intellectual and emotional goals: these two are not
isolated areas.
– A feeling that a Western view of success is more holistic and inclusive than the Asian viewpoint,
which seems too bound in the material / face-saving aspects.
WITHIN THIS HOLISTIC VIEW: ACCEPTANCE AND VALIDATION OF FAILURE
– Understanding that this is a learning curve: failure is an opportunity as well!
– Trying to achieve is better than not trying at all.
– This feels very new, as this type of exploration doesn’t seem to be part of the current
learning / education system.
“I’m Asian and a student. Success seems to be
“My peers from school mostly define defined by the university you get into.”
success with sporting and academic
achievements. This is the general mindset - Miki, 16, Aspiring Lawyer
of most Singaporeans as I feel they define
success with grades alone.”
“I think [Singaporeans] are too driven by success for
- Haresh, 19, Passion in Rugby and a fear of falling out of the middle-class life.”
Aviation
- Professor Chua Beng Huat, NUS

24. A New Way of Thinking 24
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

25. A New Way of Thinking 25
2. ENTREPRENEURIAL SPIRIT
EXPOSE ME!
– Youth are keen to expose their talent not only locally but on a global forum – this seems
achievable, especially through the internet.
– …for material, intellectual and emotional gains.
CARVING THEIR NICHE
– Able to see a gap in the market, which aligns with their talents.
– Singapore is a stable place incubate ideas and inspiration.
– Singapore provides the structure, youth provide the idea.
“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 youths 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
“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 when you take
the road less travelled?”
- Daniel Lim, 25, Entrepreneur in Fashion Business

26. A New Way of Thinking 26
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

27. A New Way of Thinking 27
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

28. A New Way of Thinking 28
3. EXPLORE NOT ESCAPE
CULTURE AND VARIETY
– The urge to explore a different culture abroad, bolstered by Singapore’s small scale, and
equatorial weather patterns.
– Exposure to non-Asian (most often Westernised) cultures is particularly sought after, as it
provides a very different view of life.
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.
– 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.
PROFESSIONAL
– Professional exposure to markets which are more advanced or less saturated than
Singapore provides impetus to work abroad.
– This is particularly important for “under-developed” industries In Singapore.
“Tokyo satiates my intellectual curiosity like only New York does, but
perhaps with better food.”
- Jacinta Lim, 25, Lawyer (UK)

29. A New Way of Thinking 29
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

30. A New Way of Thinking 30
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.

31. A New Way of Thinking 31
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.
“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

32. SINGAPORE

33. A New Way of Thinking 33
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.
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!
POSITIVE AND NEGATIVE
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

34. KEY OBSERVATIONS / WAYS FORWARD

35. Key Observations 35
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. ENTREPRENEURIAL 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

36. POSSIBLE IMPLICATIONS…

37. Key observations 37
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

38. Key observations 38
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

39. Key observations 39
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 check to go to work
everyday.”
- Daniel, 25, Entrepreneur in online fashion retailing

40. Key observations 40
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

41. Key observations 41
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.

42. Key observations 42
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 Career Constellation)
“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

43. Key observations 43
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.
Equipping young Singaporeans with the best foundation for their futures.
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

44. Key observations 44
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

45. End