sgp youth extended deck

MTI Youth Study

November 4, 2009

Extended debrief deck(non-presentation)

BACKGROUND & OBJECTIVESBACKGROUND & OBJECTIVES

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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.

Background & Objectives

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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.


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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...


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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?


WHO DID WE SPEAK TO, AND HOW?WHO DID WE SPEAK TO, AND HOW?

This group of youth are a This group of youth are a unique set, they are not the unique set, they are not the ““massesmasses””; they are not the ; they are not the

““averageaverage””... ... they are a group they are a group who are bright, worldly and who are bright, worldly and

enthusiastic. enthusiastic.

We found those who were We found those who were educated, relatively well educated, relatively well travelled, articulate, and travelled, articulate, and

lively.lively.

These were to be the young These were to be the young people who are tomorrowpeople who are tomorrow’’s s industry leaders, industry leaders, a small but a small but representative sample representative sample of the of the

youth who will take Singapore youth who will take Singapore into the future. into the future.

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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

Methodology and Sample

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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.


NATIO

NAL

SER

VIC

E

SECONDARY SCHOOLSECONDARY SCHOOL

JCJC

POLYTECHNICPOLYTECHNIC

UNIVERSITYUNIVERSITY FIRST JOBFIRST JOB

FIRST JOBFIRST JOB

BREAKAWAY

POINT #1

BREAKAWAY

POINT #1BREAKAWAY

POINT #2

BREAKAWAY

POINT #2BREAKAWAY

POINT #3

BREAKAWAY

POINT #3

BREAKAWAY

POINT #3

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...

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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


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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


Additionally…

Stakeholder interviews were conducted with the MCYS; EDB; OSU and MOE; and expert interviews in the academic and creative fields.

Prof Chua Beng Huat

NUS Sociology department

Chris LeeCreative

Director - The Asylum

14Key Observations

A NOTE ON THE SAMPLE FINDINGS…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”WE HAVE IDENTIFIED 4 DIFFERENT “TYPES”

To be covered later in this presentation; also profiled in the accompanying lifebook…

To be covered later in this presentation; also profiled in the accompanying lifebook…

THE APPROACHTHE APPROACH

To engage with this group, we To engage with this group, we had to utilise methods which had to utilise methods which were modern, collaborative were modern, collaborative

and immersive.and immersive.

A qualitative study felt A qualitative study felt essential.essential.

BloggingBlogging and and ethnography ethnography were the methodologies most were the methodologies most

suited to this target and suited to this target and study. study.

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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.

Methodology

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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.

Methodology

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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.

Methodology

20Our Approach

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

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Ethnographic research interacts with consumers in a place that is directly relevant to their life, rather than a unfamiliar

research facility.

Methodology

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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.

Methodology

A NEW WAY OF THINKINGA NEW WAY OF THINKING

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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.

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.

A New Way of Thinking

IS THIS GENERATION REALLY DIFFERENT?IS THIS GENERATION REALLY DIFFERENT?

THIS TARGET IS INCREASINGLY ONLINE AND FEEL THEMSELVES CITIZENS OF A GLOBAL VILLAGE.

THIS TARGET IS INCREASINGLY ONLINE AND FEEL THEMSELVES CITIZENS OF A GLOBAL VILLAGE.

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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


IS THIS GENERATION REALLY DIFFERENT?IS THIS GENERATION REALLY DIFFERENT?

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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.


ACHIEVABLE DREAMS!ACHIEVABLE DREAMS!

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Examples locally and internationally of this trend of “Achievable Success”…


ACHIEVABLE DREAMS!ACHIEVABLE DREAMS!

Singapore Idol winners Taufik Batiste, and

Hady Mirza

Internationally acclaimed

Singaporean Chubby

Hubby blog

American recording artist Esmee Denters –

discovered on Youtube

American Idol finalist turned actress and Oscar

winner – Jennifer Hudson

Christian Siriano Project Runway

winner.

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…and a young Singaporean who has made his name internationally!


PEER TO PEER INSPIRATIONPEER TO PEER INSPIRATION

Acclaimed Singaporean Designer Ashley Isham

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The proliferation of online businesses in Singapore – further proof that the internet is a

medium which is changing habits, especially for young people.


REALISTIC BUSINESS INSPIRATIONREALISTIC BUSINESS INSPIRATION

All in all, this generation lives in a world which feels smaller and more accessible!

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Two defining characteristics of our young Singaporean target….


REALISTIC AND OPTIMISTIC

REALISTIC AND OPTIMISTIC

CITIZENS OF THE WORLD CITIZENS OF THE WORLD

Looking at their lives in an upbeat, positive and inspired manner, but with very realistic and grounded expectations. An awareness that, in order to achieve they need to plan

and prepare.

Looking at their lives in an upbeat, positive and inspired manner, but with very realistic and grounded expectations. An awareness that, in order to achieve they need to plan

and prepare.

Understanding, appreciating and exploiting the fact that they are not limited by

geographical boundaries. Due to ease of travel, and heightened exposure to

overseas news, trends, culture: they are citizens of the globe.

Understanding, appreciating and exploiting the fact that they are not limited by

geographical boundaries. Due to ease of travel, and heightened exposure to

overseas news, trends, culture: they are citizens of the globe.

These two characteristics are manifested through a number of key trends…

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1. THE NEW SUCCESS1. THE NEW SUCCESS

2.2. ENTREPRENEURIAL ENTREPRENEURIAL SPIRITSPIRIT

3. EXPLORE NOT ESCAPE3. EXPLORE NOT ESCAPE

4. FAMILY 4. FAMILY MATTERSMATTERS

5. GIVING BACK5. GIVING BACK

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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.



“I’m Asian and a student. Success seems to be defined

by the university you get into.”

- Miki, 16, Aspiring Lawyer

“I’m Asian and a student. Success seems to be defined

by the university you get into.”

- Miki, 16, Aspiring Lawyer

“I think [Singaporeans] are too driven by success for a

fear of falling out of the middle-class life.”

- Professor Chua Beng Huat, NUS

“I think [Singaporeans] are too driven by success for a

fear of falling out of the middle-class life.”


“My peers from school mostly define success with sporting and academic

achievements. This is the general mindset of most Singaporeans as I feel they define

success with grades alone.”

- Haresh, 19, Passion in Rugby and Aviation

“My peers from school mostly define success with sporting and academic

achievements. This is the general mindset of most Singaporeans as I feel they define

success with grades alone.”

- Haresh, 19, Passion in Rugby and Aviation

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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

“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

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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 net worth? I must say it has been ingrained in

Singapore which has a winner-takes-all mentality.”

- Daniel, 25, Entrepreneur in online fashion retailing

“Sadly society defines success as material success. 1st class honours? EM1? Scholarship? 5Cs? High net worth? I must say it has been ingrained in

Singapore which has a winner-takes-all mentality.”


“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

“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

“I would rather much do something impractical but enjoyable like Journalism than be dulled to

death in something sensible like Law.”

– Zachary, 17, aspiring journalist/photographer

“I would rather much do something impractical but enjoyable like Journalism than be dulled to

death in something sensible like Law.”

– Zachary, 17, aspiring journalist/photographer

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37A New Way of Thinking

2. ENTREPRENEURIAL SPIRIT2. 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 businesses - a shipping hedge fund, a youth events and marketing company, an online

shopping company and an educational firm.”

- Althea, 24, Entrepreneur

“I am turning 25 and I own a couple of small businesses - a shipping hedge fund, a youth events and marketing company, an online

shopping company and an educational firm.”

- Althea, 24, Entrepreneur

“I started pursuing my interest in design as a career - it was one of the best things I have

done in my life.”

- Si Ping, 22, Graphic Design Artist/ Entrepreneur

“I started pursuing my interest in design as a career - it was one of the best things I have

done in my life.”

- Si Ping, 22, Graphic Design Artist/ 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.”


“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.”




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.



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.”


“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.”


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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…

“I think, there is no fear in Singaporeans to go out and see the world, you can’t try to tell the youth

“No, don’t do this.” You should try to let everybody see the world. I think those who see the world can benefit society when they return.”

- Chris Lee, Founder of Design Boutique ‘Asylum’

“I think, there is no fear in Singaporeans to go out and see the world, you can’t try to tell the youth

“No, don’t do this.” You should try to let everybody see the world. I think those who see the world can benefit society when they return.”

- Chris Lee, Founder of Design Boutique ‘Asylum’

“Our youths are, by circumstance, more outward looking than Japanese, Koreans or Taiwanese. If

you take the ones who are at least A-level educated, they are very aware of their

vulnerability - this is drummed into them. They are aware of the reality that Singapore needs

the world.”


“Our youths are, by circumstance, more outward looking than Japanese, Koreans or Taiwanese. If

you take the ones who are at least A-level educated, they are very aware of their

vulnerability - this is drummed into them. They are aware of the reality that Singapore needs

the world.”


CULTURE & VARIETYCULTURE & VARIETY EDUCATIONALEDUCATIONAL PROFESSIONALPROFESSIONAL

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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)

“Tokyo satiates my intellectual curiosity like only New York does, but perhaps with better food.”

- Jacinta, 25, Lawyer (UK)

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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

“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

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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

“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

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4. FAMILY MATTERS4. 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 open about it… They are very Singaporean, they

just want me to study here…”

“My parents won’t sponsor me to study overseas, so I am saving money by myself. I have to sweat for it every inch of the way, but it feels very good

when you’re there!”

- Iliya, 18, Aspiring Chef

“All I want to do is cook, but my parents are not open about it… They are very Singaporean, they

just want me to study here…”

“My parents won’t sponsor me to study overseas, so I am saving money by myself. I have to sweat for it every inch of the way, but it feels very good

when you’re there!”


“There was an issue with me freelancing. People would ask my father what I am doing, and he would say ‘she is doing part-time jobs’

or ‘doesn’t have a job yet’. I think it is a security thing - they are used to a life where

people go to work, but freelancing was something that I did from home.”

- Faz, 23, Fashion Editor of VIP Magazine

“There was an issue with me freelancing. People would ask my father what I am doing, and he would say ‘she is doing part-time jobs’

or ‘doesn’t have a job yet’. I think it is a security thing - they are used to a life where

people go to work, but freelancing was something that I did from home.”

- Faz, 23, Fashion Editor of VIP Magazine

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MENTORSMENTORS


MENTORSMENTORS

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.

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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

“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

SINGAPORESINGAPORE


SINGAPORESINGAPORE

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!

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GENERALLY THE ATTITUDES TOWARDS SINGAPORE ARE SPLIT

IN TO 2 DISTINCT CAMPS:


POSITIVE AND ENGAGED

POSITIVE AND ENGAGED

NEGATIVE AND DISTANCED

NEGATIVE AND DISTANCED

Positivity around:1.Singapore’s / governmental infrastructures

2.Family values which are encouraged locally

3.Safety and security4.A feeling of “belonging” / rootedness

5.Globality of Singapore

Positivity around:1.Singapore’s / governmental infrastructures

2.Family values which are encouraged locally

3.Safety and security4.A feeling of “belonging” / rootedness

5.Globality of Singapore

Negativity around:1.Education system

2.General conservative attitudes of society – especially kiasu-ism, conservative

attitudes 3.Lack of depth and variety, especially in

creative culture

Negativity around:1.Education system

2.General conservative attitudes of society – especially kiasu-ism, conservative

attitudes3.Lack of depth and variety, especially in

creative culture

These two characteristics are manifested through a number of key elements…

VS

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1. BARRIERS1. BARRIERS

2. GLOBALITY2. GLOBALITY

3. SPRINGBOARD & MAGNET3. SPRINGBOARD & MAGNET

4. FOREIGN PERSPECTIVE4. FOREIGN PERSPECTIVE

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56Singapore

BARRIERSBARRIERS

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

suicide in primary school, I think in Singapore 1 in 5 kids think of that…”

- Keith, 27, e-business entrepreneur

“ [The education system] is very pressurizing, at one point in time I was contemplating

suicide in primary school, I think in Singapore 1 in 5 kids think of that…”

- Keith, 27, e-business entrepreneur

“I feed you, you vomit you get an ‘A’.”

- Narpal, 20, musician

“I feed you, you vomit you get an ‘A’.”

- Narpal, 20, musician

57Singapore

BARRIERSBARRIERS


– 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.

“I often find myself subconsciously placing myself in the shoes of foreigners; what must they think of our Singlish, our running for the MRTs when

the door isn't even opened yet, our poor service, our unwillingness to go the extra mile for a

stranger. It paints a very ugly side of Singapore, that unfortunately, I am not proud of.”

- Zachary, 17, aspiring photographer/journalist

“I often find myself subconsciously placing myself in the shoes of foreigners; what must they think of our Singlish, our running for the MRTs when

the door isn't even opened yet, our poor service, our unwillingness to go the extra mile for a

stranger. It paints a very ugly side of Singapore, that unfortunately, I am not proud of.”

- Zachary, 17, aspiring photographer/journalist

“Same sex marriages. I think it should be legal and it is still frowned upon when 2 men hold hands. Obviously you don’t

see men holding hands in Singapore and this is sad because, who are you to judge what is good or bad…?

“Ok, but do you think SG could change?”

“I think it could.”

- Faz, 23, Fashion Editor VIP magazine

“Same sex marriages. I think it should be legal and it is still frowned upon when 2 men hold hands. Obviously you don’t

see men holding hands in Singapore and this is sad because, who are you to judge what is good or bad…?

“Ok, but do you think SG could change?”

“I think it could.”

- Faz, 23, Fashion Editor VIP magazine

58Singapore

BARRIERSBARRIERS


– 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.

“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





60Singapore

GLOBALITYGLOBALITY

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





62Singapore

SPRINGBOARD & MAGNETSPRINGBOARD & 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

“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





64Singapore

A FOREIGN PERSPECTIVEA 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.

“Frankly speaking, I think studying in SMU is even more competitive than studying in any

universities in China.”

- Xinyue, 22, Chinese studying in Singapore

“Frankly speaking, I think studying in SMU is even more competitive than studying in any

universities in China.”

- Xinyue, 22, Chinese studying in Singapore

“I would definitely set up a business in Singapore... the laws and regulations here are not as complicated as other countries. More

straight-forward and less corrupt.”

- Ponco, 21, Indonesian studying in Singapore

“I would definitely set up a business in Singapore... the laws and regulations here are not as complicated as other countries. More

straight-forward and less corrupt.”

- Ponco, 21, Indonesian studying in Singapore

KEY OBSERVATIONS / WAYS FORWARDKEY OBSERVATIONS / WAYS FORWARD

66Key Observations

KEY OBSERVATIONSKEY 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”WE HAVE IDENTIFIED 4 DIFFERENT “TYPES”

PRAGMATISTSPRAGMATISTS

OPTIMISTSOPTIMISTS

DREAMERSDREAMERS

TORCHBEARERSTORCHBEARERS

The following profiles are illustrations of how various barriers and drivers are realised in the lives if young Singaporeans.

67Key Observations

PRAGMATISTSYouth 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.

68Key Observations

OPTIMISTSThose who have taken a more practical path than their original passion, but who plan to revisit tothat 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

69Key Observations

DREAMERSThose 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.

70Key Observations

TORCHBEARERSThose who have already achieved a career path which is relatively alternative in a Singaporeancontext.

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.

71Key Observations

KEY OBSERVATIONSKEY 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 THINKINGNEW WAYS OF THINKING ENGAGEMENT WITH SINGAPOREENGAGEMENT WITH SINGAPORE

1. NEW VISIONSOF SUCCESS

2. ENTREPRENEUREAL SPIRIT

3. EXPLORE NOT ESCAPE

4. FAMILY VALUES

5. GIVING BACK

1. BARRIERS TO ENGAGEMENT

WITH SINGAPORE(EDUCATION SYSTEM;

SOCIETAL VALUES)

2. GLOBALITY

3. A SAFE & STABLE PLACE WHICH ENABLES WHILE

PROTECTING

4. A MAGNETFOR FOREIGNERS

72Key observations

1. LATERAL THINKING ON CAREER CHOICES1. LATERAL THINKING ON CAREER CHOICES

Education and exposure legitimises alternative career paths: introduce/enforce the concept of a “Career Constellation”.

Education and exposure legitimises alternative career paths: introduce/enforce the concept of a “Career Constellation”.

At the very core – an “artist” – a small % of practitioners who are able to survive professionally.

In the outer rings – the careers which surround and support the “artist” at varying points, with varying levels of involvement.

Allowing for greater involvement from a variety of professional and educational backgrounds and interest brackets.

Dancer

Physiotherapist

Choreographer

Costume Designers

Set Designers

Lighting/Sound Technicians

Theatre Management

73Key observations

1. LATERAL THINKING ON CAREER CHOICES1. 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

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

74Key observations

2. HARNESS THE SPIRIT OF ENTREPRENEURSHIP2. HARNESS THE SPIRIT OF ENTREPRENEURSHIP

“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.”


“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.”


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.

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.

75Key observations

3. MENTORSHIP3. MENTORSHIP

“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.”


“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.”


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

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

76Key observations

3. MENTORSHIP3. 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.

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.

77Key observations

4. SUPPORTIVE FAMILY UNITS4. SUPPORTIVE FAMILY UNITS

“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

“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

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”)

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”)

78Key observations

5. CLOSE THE GAP BETWEEN TRAINING AND CAREER5. CLOSE THE GAP BETWEEN TRAINING AND CAREER

“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

“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

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.

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).

At the school level, this is already being initiated with the establishment of SOTA (Singapore School of the

Arts) and SSS (Singapore Sports School).

79Key observations

6. EXPLORE NOT ESCAPE 6. EXPLORE NOT ESCAPE

“I visited Tokyo last December during winter for about 10 days. I must say it was the most

interesting 10 days of my life. Tokyo definitely lives up to its reputation as being one of the most vibrant cities in the world. It is a vast metropolitan buzzing with energy. It is a unique mash of the old and new,

traditional and cutting edge.”


“I visited Tokyo last December during winter for about 10 days. I must say it was the most

interesting 10 days of my life. Tokyo definitely lives up to its reputation as being one of the most vibrant cities in the world. It is a vast metropolitan buzzing with energy. It is a unique mash of the old and new,

traditional and cutting edge.”


“In 5 years, I hope that I would be, or have already, stayed overseas for a period of time. I would love to experience life in a difference country- immersing

myself in that culture.”


“In 5 years, I hope that I would be, or have already, stayed overseas for a period of time. I would love to experience life in a difference country- immersing

myself in that culture.”


“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

“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

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.

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.

sgp youth extended deck

Spiritual