STRONGER TOGETHER

Latest FAMILY TRENDS Report has been released just this month:

More than 85 percent of Singapore families say their families are resilient and able to bounce back from difficult life events. This is according to the first-ever Family Trends Report released by the Social and Family Development Ministry. MSF’s survey made sure to pick a single member from each family from 2000 different families.

There was an increase in different family types, families with one or more children grew, along with elderly members of society living alone. This proves that Singapore is an aging society, but gives hope as more of the younger generation are excited to have kids.

What’s the insight?

• When it comes to the first support system one has, family is the first line of defense to bounce back after difficult life events.

• Singapore’s value for familial relationships regardless of what type of family it is shines through during rough times.

How can brands tap in?

Highlight and celebrate that Singapore has diverse families and regardless of how they were formed, all of these families are close-knit and have strong ties with each other.

Brands that dig deeper to understand how different families stay resilient have a higher chance of creating meaningful relationships with their audience.