SINGAPORE: A global study found that 53 per cent of
16-22 year olds said they would rather give up their sense of smell
than give up their technology like laptops and mobile
phones.
Technology was seen as a tool for this generation to
give them a sense of the world.
It also found that justice is the second most
important motivator for young people.
The study also showed that Singapore youths in particular are
increasingly rejecting material possessions, such as the five Cs of
cash, credit card, car, condominium and country club; and turning
towards a new "C" of commune, focusing on the need for connection,
relationships and community.
This finding was part of a global study of 16 to 30 year-olds
across 17 countries including Singapore, Malaysia and China. The
research was conducted on 9,000 youths through both online surveys
and focus group interviews.
The research called "The Truth about Youths" also found that
Singapore youths, despite the pressure to perform academically,
were no longer attracted to the concept of winning at all costs.
Instead, they stressed the need to look at the bigger picture and
focus more on happiness and less on winning.
The research conducted by Global McCann Worldgroup examines the
motivations of youth and seeks to uncover what makes them both
similar and different from previous generations.
Eric Leong, Strategic Planner for the McCann Worldgroup, said:
"When we talk about Singaporean youth, the current generation have
had a more comfortable upbringing and because of that, their
expectations and their wants and needs are different from previous
generations.
"They are a lot more laid back when it comes to the workplace, what
they look for. They are looking for somewhere where they can
socialise, where they can have a bit of fun as well as work, so
they are driven in different ways."
-CNA/ac