Culture Next: The Trends Defining Gen Z and Millennials in Singapore
Listening to Southeast Asia’s next generation:
Who’s shaping our future?
We’ve heard so much about Millennials and their impact on every aspect of culture. But how has that changed as they’ve gotten older? And what about Gen Z? What makes them tick? Here at Spotify, culture is part of our DNA, and we’re always tuned in. We recognize how complex the world has become for all of us, especially young people. We also understand how important these audiences are to brands.
Partnering up with research agencies Culture Co-Op, and YouGov, we commissioned our first Culture Next Trends Report. The journey took us all around markets in Southeast Asia — speaking to 3,000 Gen Zs and Millennials in Singapore, Malaysia, the Philippines, Indonesia, Thailand as well as Taiwan — unpacking their evolving relationship with culture, brands, content, technology, and their communities.
What became clear through our research is that Gen Zs and Millennials are in the midst of a major wake-up call. At the breakneck speed of social and technological change, they are finding new ways to show up, join forces and shape culture as we know it.
We hope this report can help your brand better connect with these empowered, cross-cultural, and socially aware audiences, and more crucially, show you how audio can power your marketing strategy through the next normal.
Scroll down to explore a snapshot of these five trends.
Key insights from Singapore
say there is too much visual stimulation and think audio offers a nice escape.
believe that brands should convey messaging of moral support that resonate with consumers’ struggles.
believe brands have the power to create communities based on common interest and passion.
Download our Culture Next 2020 Report
Band of Others
YUNG RAJA, RAPPER, SINGAPORE
JASMINE SOKKO, SINGER-PRODUCER, SINGAPORE
In today’s pop culture, politics, activism and discourse around social issues are unavoidable. Driven by the proliferation of digital media access, Gen Zs and Millennials agree that politics has never been as influential in pop culture as it is today.
PREETI NAIR, CONTENT CREATOR, SINGAPORE
All the Feels
CHARLIE LIM, SINGER-SONGWRITER, SINGAPORE
NUSEIR YASSIN, CONTENT PRODUCER, SINGAPORE
Listen to the music inspiring the next generation
*Source: Spotify Trends Survey among 3,000 respondents, 18-37 (SG, MY, ID, TH, TW - May 2020), 15-37 (PH - February 2019)