10 Changes for 2009 Singapore

8/14/2019 10 Changes for 2009 Singapore

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10changesfor2009


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2009AgeofObamaBigGivers

Thriftierbehaviors

Augmentedreality

Roofgardens

Urbanfarms

Upbeat

Rustic

EraofresponsibilityWatchfulmarkets

ProsperityreachNewera

Politicsasacause

Inspiredyouth

Hope

Can

do

culture

ChineseDream

ChinaPride

Sobriety

Creditmunch

Unfancyfood

Backto

basics

Voucherista

Weightless

Neutral

Backto

classicsMonochromatic

Privatemoments

Luxoverdose

BespokeLuxury

Coolturalism

Statuspuns

BYD

Gratitude

Flashcauses

Voluntourism

GoodvertisingGoodism

Microfundraising

Nondescript

luxury

Ecocheap

EcoAbsorbed

Ecodrive Ecowatt

Localfoods

Farmlands

GreenMarch

Ikearchitecture

Blackle

Urbangardens

Greens aces

Verticalfarming

Ediblelandscaping

Undergroundfarms

Agrohousing

Agritecture

Bioclimatism

AirTrees

GuerillaGardeners

Greenwalls

GreenRooftop

Rentalculture

Risk

averse

Playingitsafe

Plasticaversion

Pleasureperipher

MattressCulture

Insuranceboom

Saving

SlowTech

Dematerializedworld

Voluntarysimplicity

Rationaissance

Simplifiedlife

Calmtech

Internetofthings

Virtualaesthetics

Reskinnedreality3Dadvertising

ARGSeriousgamemovement

Backtobasics


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3

FromtheDecadeofGreed

Tothe

Age

of

Obama


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4

Iconofanewera


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5

Asiancountrieswereatthe

forefrontofthedecadeofgreed


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6

APAC

is

now

feeling

the

effect

ofeconomicmeltdown.HongKongsHangSengindex:January08 January09


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PHILIPPINES

INDIA

INDIA

FirstblackPresidentTAIWAN

MALAYSIA

JAPA

N

INDIA

PressintheAsiasreflectthenewglobalera

Yes,Obamachangedit

SINGAPORE

INDONESIA

8


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9

AheadwithChina


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10

1FromtheDecadeofGreed

TotheAgeofObama

RelevanceforSingapore


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11

YoungSingaporeansgoingagainsttraditionalpassive

Singaporeanculture


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12

Brand

ChangePoint

Opportunity

Feedconsumers appetiteforpositivity

adoptamorehopefuldiscoursecoupledwithtangibleactions

Tapon

Obamamania

help

people

change

theirlivesforthebetter

FightpassivityinSingapore


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13

FromtheAmericanDream

Tothe

Chinese

Dream


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14

LookingtoChinaforinspiration


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15

Fuelingtheworldeconomyin2009


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16

PositivityrulesinChina

%

Source:PewResearch,2008

Percentagewhoagree:

Iamsatisfiedwiththedirectionmycountryisheaded.


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ChoosingChinese


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18

Goinglocal


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19

WhatIhavewitnessedinChinaisaproudpeople,ignitedbyahungertosucceed,savoring

thefruitsoftheirconfidence abolddeclaration

ofacollectivecandothatcomesonlytothose

whodare

to

dream

and

believe

in

it.

DebasishRoyChowdhury,ChinaDaily


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2FromtheAmericanDream

TotheChineseDream



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Singaporeis

riding

on

the

Chinese

dreamSingaporewillhavetodependonChina ifUSis

hitbyrecession..Singaporeshouldbeableto

rideonthehealthyperformanceofChina.

LeeKuan

Yew,

Jan

2008


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Helpingfulfill

the

Chinese

dream

Billionsofpeopleallaroundtheworldsang

theSingapore

composition

Go!

China

go!

bymusician,MrBillyKohtocelebratethe

spiritofsportsandhumanityattheOlympic

Hesays,IfyouarenumberoneinChina,yo

willbenumberoneintheworld.

MsLimSauHoongsatonth

PlanningCommitteeforthe

2008BeijingOlympicsasa

visualadvisorandhelped

ZhangYimouorchestrateth

OpeningCeremony.


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BrandChangePoint

Opportunity

HelptheChinesefulfilltheirdream

IntegrateintoChinesesociety localising

globalcampaignsisnotgoodenough

EngageChineseinfluencers ensurethat

yourbrandcanconnectwithbillions


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FromEccentricity

To

Sobriety


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25

Soberisthenewblack

Consumers are going back to basics


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Consumersaregoing backtobasics

Source: McKinsey report on US consumer spending during previous downturns

26


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Voucherculture

will

take

off

Recycling Royals


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RecyclingRoyals

Sober monochromatic and earthy colours


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Sobermonochromaticandearthycolours

willdominatefashion

2929


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3FromEccentricity

ToSobriety



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Singaporeethosisalsogoingbacktobasics

OCBCssurvey'Top10SingaporeanDreams'showsthatstartinga

family,settlingdownandhomes arethenation'stopthreedreams

thisyear.Thiscontrastswithlastyear'stopthreeofseeingthe

world,selfimprovementandmakingmoney.


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BrandChangePoint

Opportunity

Dissociatefromtheexcessesofyesteryear

goback

to

the

basics

of

core

offering

Comfortyourcustomers useimagesof

freedom,natureandrusticity

Leveragevoucherculture generateonline

buzzbytargetingvoucheristas

TaponSingaporeans focusonfamily


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FromDubaiesque

To

Nondescript

luxury


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Luxurygoesundercover

Bigger was better


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BiggerwasbetterTheWorld manmade

islandsinDubai.


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Luxoverdose

Intherecentboom,someintheluxuryindustry

deludedthemselvesintobelievingthatthemoreexpensiveanitem,thegreateritsappealtothewealthy,regardlessofquality,functionalityand

serviceexperience.

Source:TheLuxuryInstitute

Extravagantluxuryisdead


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g y

Theeconomiccrisisisamoralandphysical

housecleaning.Untiltheworldeconomy

getsback

on

the

right

track,

designers

shouldstopwiththeextravagance.Crystals,

sequins,rhinestones,andallthatisglitteryis

done.Blingshouldbestopped. KarlLagerfeld


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"Iwasaproducerof

materialityandIam

ashamedof

this

fact.

EverythingIdesigned

wasunnecessary. PhilippeStarck,designer

knownforhismass

consumptionobjects.

Superfluousisout

With ti t d 18 000 billi i d 440 000


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Butluxuryisnotdead

Withanestimated18,000billionairesand440,000super

richmultimillionairesinChina,theChineseconsumptionof

luxurygoodswillcontinuetogrowatleast20%perannum.

Lastyear,morethanhalfofallRollsRoycePhantomcoupeweresoldtoChinassuperwealthyclass.Source:ChinaLuxurySummitNovember2008

Enter:Nondescriptluxury


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Peoplearedevelopingadistasteforextravagancethat

promisestoaffectspendingoneverythingfromcarsand

travelto

electronics,

fashion

and

household

goods.

Source:WallStreetJournal,Marketplace,5th ofNovember2008


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Luxuryisgoingbacktoclassics

Luxurytobemorebespoke


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Luxurytotapmoreintofolklore


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Moreplayful


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4FromDubaiesque

ToNondescriptluxury



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PropertydevelopersinSingaporeare

tearingupplansfornewprojectsand

refocusingtooffersmallerunits.This

isamajorreversalfromtheboomtimesin2006whenbigunitswereso

popularthattheywerefetchinghigher

pricesonapersquarefootbasisthan

smallerunitsagainsttradition.

Singaporeanluxurytobesmaller

WatchshopownersinSingapore

arereportingthatcustomersare

stillbuyingRolexesandPatek

Phillipes;butinsteadofthe

previouslypopular

ones

that

cost

US$6k,theyoptformodelsthat

costUS$3k.


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BrandChangePoint

Opportunity

Alignwithconsumernewviewofluxury it

isnot

about

being

the

biggest

and

most

expensiveanymore

Deliverthebasics quality,craftsmanship,

service

TaponCoolturalism providegreater

relevance

for

your

products


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FromEcochic

To

Eco

cheap


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Goinggreentosavemoney


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Localenergynetworksenable


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peopletoshareenergy

Keyplayersareinvestingtomake

green products more affordable


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greenproductsmoreaffordable

MultinationalsareusingGreen asawaytosave

Iconicproductsget

repositioned as ecocheap


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money

repositionedas ecocheap

53

Chinaissettoleadtheproductionand

consumptionofecocheapproducts


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VegetablesandsolarpanelsinurbanHangzhou,Chin


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Cheaper cleaner rides in Singapore


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Cheaper,cleanerridesinSingapore

ZecoScooters,

aSingapore

based

company,

is

bringing

in

ecocheapelectricscootersthatpromisesfuelsavingsofup

to$1,300peryear.Theywillalsoestablishanislandwide

chargingnetworkofgreenlots poweredbysolarpanels.

Powering Singapore with food waste


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PoweringSingaporewithfoodwaste

Singaporeaims

to

recycle

30

per

cent

of

its

food

waste

by

2012,upfrom9percentin2008.Theonlyfoodwaste

recyclingplantoperatedbyIUTGlobalinTuastransforms

100tonnesoffoodwastedailyintoelectricitywhichcan

powermorethan3,000fourroomHDBflats.

Garbageenzyme:


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g y

Replenishing

the

ozone

layer

and

saving

moneyGarbageenzymeisproducedbyfermentingorganicwaste,brownsugarandwaterfor3months.TheDIYprocessof

makingthesolutionreleasesozonebacktotheatmosphere

andthesolutionproducedisusedasanenvironmentally

friendlyhousehold

cleaner

no

need

for

Jif

anymore!

AgarbageenzymeworkshopinSingaporeorganisedbyGround

upinitiativeinFeb2009.

B d Ch P i t


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BrandChangePoint

Opportunity

Repositiongreenasvalueformoney

Targetfastgrowingsegmentofgreen

savers


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FromConcretejungles

ToUrbangardens


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Transformingconcrete

wastelandwithgreenery


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Theroleofthearchitectischangingfromdesigning

housingtobuildinggreenspaces

Source:CaliforniaAcademyofSciencebyRenzoPiano


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Goingup:

Verticalfarming

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Goingdown:Undergroundfarms

OnRooftops


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Inside:Agro

housing


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Onthe

street:

Edible

landscaping


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SingaporeGuerillagardening

ThispicturewastakenbyaBates141ChangeAgent

in Singapore Six months ago this garden was just a


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inSingapore.Sixmonthsago,thisgardenwasjusta

unkeptpatch

of

grass,

now

the

owners

have

started

togrowtheirownvegetables.

69


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Riseofthegardeningclub

TheGoldhillGardeningClubcultivatedthefirsteve

communitygardenonstatelandinaprivatehousin

estatein

June

2008.

The

weed

covered

plot

of

land

hassincebeentransformedintoagardenfeaturing

rowsofvegetables,herbandspiceplants,fruittree

andornamentalfloweringplantsin3months.

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BrandChangePoint


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g

Opportunity

Hostbrandeventsinthenewurban

gardens

Leverageurbangardenstofindnewcity

dwellerscustomers/audiences

Encouragegreencommunityactivitiesand

socialnetworking


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FromHighrollers

ToPlayingitsafe


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Riskaversion

Insuranceboom


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Redundancyprotection


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7FromHighrollers

ToPlayingitsafe



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Playingit

safe

Spendingon

extravagances,such

asoutofhome


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entertainment

and

holidays,willbecut

backandrisky

investmentsinstocks

areseeingadecline.

Atthe

same

time,

Singaporeanswill

playitsafeandplan

aheadbyputting

moneyintosavings

and,increasingly,

retirementfunds.

Source: Nielsen Global Consumer Confidence Survey, 2008

Rentalculture

strengthens

Whybuysomethingthatgetsusedonlyonce

ortwice?In2009,moreSingaporeanswillbe


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rentinginstead

of

owning.

Rentalbusinessesareseeinga

spikeinrentalsfrommaternity

weartobags,toys,camerasand

evenpets.

ThatBagIWant.comdelivers

highendhandbagsand

sunglasses

to

women

who

still

cravethemillionairelook,but

haveshunnedthemillionaire

life.

ButcertainsegmentsstillatriskTheamountspentongamblingin2008hasincreasedby7.5%

compared to that in 2007. Tough times see some Singaporeans


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comparedtothatin2007.ToughtimesseesomeSingaporeans

takingmore

risks

and

placing

their

hopes

in

gambling.

Source:2Feb2009,MyPaper

BrandChangePoint


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Opportunity

Helpconsumerssave dontteasethem

with

millionaire

life products

and

services

Mitigateconsumerrisk explorenewforms

ofinsurancesforproducts

Lendahelpinghandtothoseinneed

addressthetendencytoturntorisky

venturestomakemoney


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FromAttitude

ToGratitude

.


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8383

Seekingpositivity

and

reciprocityfrompeopleand

brands

Internetismakingonline

activismmainstreamglobally


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Causes isoneofthemost

popularFacebookapplication.Causes isoneofthemost

popularFacebookapplication.

c

CausecastistheequivalentofYouTubeforpeoplewhowanttobroadcast

orsharecauserelatedvideos.CausecastistheequivalentofYouTubeforpeoplewhowanttobroadcast

orsharecauserelatedvideos.

Voluntourism


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Designforthe

unprivileged


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8FromAttitude

ToGratitude



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Amorecaringbank

POSBhasstarteda50+Tuesdays

programmefortheirsenioritywith

privilegebanking

like

perks

and

productsthatrewardscustomers

basedontheirage.

BrandChangePoint

O i


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Opportunity

Bemoregrateful thankpeoplefortheir

businesses

Do,notjustsay bigideasneedtobe

supportedbybigactions


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FromHighTech

ToSlowTech

.


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Technologytocomplement,not

dictatethelivesofconsumers

Dependingtoomuchontechnology


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Bylivingoutwardlymoresimple,

weareinwardlymorerich. DuaneElgin,Founder,VoluntarySimplicitySociety


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Ultimatesimplification:Thebirthofslowtech


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Making

technology

more

human


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Technology

inspired

by

nature


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9FromHighTech

ToSlowTech



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Asimmeringdesiretoslowdown

TwothirdsofSingaporeanspolledinarecentsurvey

saidthey

have

considered

retiring

in

another

country

withaslowerpaceoflifeandlowercostofliving.And

75percentofthemwerebetween21and34years.

Source:TsaoFoundation,Aug2008

Wanted:

Elderly

friendly

technologyThefirstever50+consumerfairwasorganisedtotargettodayselderlywhoare

bettereducatedandmoreindependent

financiallyandphysically.


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BrandChangePoint

Opportunity


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Opportunity

Sellsimplicity avoidclutteringconsumers

lives

FocusonCalmTech innovationthatis

morenatural,harmoniousandelderly

friendly


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FromSecondlife

ToAugmentedreality


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Bridgingthegapbetweentheonlineandofflineworlds

102

Virtualgoods

can

nowbecomerealWithGetThemIn,Facebookuserscan

sendrealflowersandcandytotheir

virtualfriends.


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Onlinemovesoffline

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Experiencinganew

reality


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Augmentingbrands


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Augmentingbusiness


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1FromSecondlife

ToAugmentedreality


0

An

always

connected

lifestyleSingaporeisnowtheworld'smostwirednationwitha99.9percent

householdbroadbandpenetrationrate,drivenbytheexplosive

growth(56.8percent)ofwirelessbroadbandsubscriptions.

Source:IDAofSingapore,Jan2009


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SingaporeisalsotheAsiannetworkingcapitalwith74%

ofweb

users

logging

onto

social

networking

sites

in

Dec

2008vsAustralia(68.3%)andSouthKorea(68%)Source:comScore

AugmentingSocialNetworks

Microblogging,viaTwitterandPlurkonmobilephones,istakingoff.

Userswrite,inamaximumof140characters,aboutwhatscapturing

theirattention

at

any

point

of

time.

These

internet

smses are

then

broadcastedtothegreatersocialnetwork,generatingalmost


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Apresentation

on

the

basicsofTwitterbya

Singaporeanwaspicked

bytheSlideshare

editorialteamand

featuredontheirTech

page.

instantaneousresponses.

BrandChangePoint

Opportunity


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Transcendtheonline/offlinegap usenew

platformstobringaddedvaluetoconsumers

everydaylife

Leveragingalwaysconnectedlifestyle

have

a

more

personal,

engaging

and

on

goingconversationwithconsumers

Summary:Top

10

Changes

for

2009


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1. FromtheDecadeofGreedtotheAgeofObama

2. FromtheAmericanDreamtotheChineseDream

3. FromEccentricity

to

Sobriety

4. FromDubaiesquetoNondescriptluxury

5. FromEcochictoEcocheap

6. From

Concrete

jungles

to

Urban

gardens7. FromHighrollerstoPlayingitsafe

8. FromAttitudetoGratitude

9. FromHighTechtoSlowTech

10. FromSecondlifetoAugmentedreality


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Formoreinformation,pleasecontact:

EdwardPank

GeneralManager

[email protected]

Website:http://www.bates141.com

Blog: http://changingasias.blogspot.com
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