Secret Lives of Singaporeans issue #28: Revenge travel, Ramadan and rules for gig workers

SECRET LIVES OF SINGAPOREANS

Issue #28 – Week commencing 17 April 2023

Authored with pride by Renhao Wong and Joseph Tay

Secret Lives of Singaporeans is an ongoing collection of marketer-friendly briefs on the fascinating people of the little red dot, by planners and PR consultants from the big red agency. It’s not “thought leadership”, it’s “inspiration to DO”.

Each issue comprises

• One thing people in Singapore are talking about

• One thing people in Singapore are searching for

• One thing that’s in the news in Singapore

Image Credits:

One thing people in Singapore are talking about :

IMMIGRATION CLEARANCE AT AIRPORT AND LAND CHECKPOINTS DISRUPTED

Image Credits: CNA

Revenge travel is still going strong. Singapore residents averaged more than half a million flights a month from over the last 6 months, still well below pre-covid volumes.

While Singaporeans are ready travel again, not everyone is ready. In March, long queues were seen at Changi Airport on Friday (Mar 31) due to issues with the immigration clearance system, which were resolved in about 4 -5 hours.. Leaving a far from normal experience from the world’s best airport.

This is a reminder for all marketers to plan and think through the full end-to-end customer experience. As marketers explore ways to engage appeal to customers across all industries, it’s critical to ensure their broader organisation can deliver a positive customer experience, especially if there is a significant foreseeable increase in demand.

One thing people in Singapore are searching for :

RAMADAN 2023

Image Credits: CNA/Izza Haziqah

The Holy Month of Ramadan is a significant occasion for many in Singapore, with heavy coverage in the news, and local search volumes on the topic always being high during this period.

Ramadan this year was also the first time since the pandemic started that break-fast celebrations have returned in (nearly) full force – bigger bazaars, less restrictions, etc.

There was a significant and accelerated move to digital experiences and communications during the pandemic.

But the return of large crowds and physical merchants during the festive season (e.g., bazaars, decorations), despite pressures from inflation and rising costs, showed that people still crave an in-person experiences.

It is a good reminder to brands that physical events and OOH are still an important channel to engage with their consumers, especially during festive seasons. When planning for such occasions, brands should consider how to best combine both digital and physical to leave their customers with a holistic and memorable festive experience.

WHAT SO WHAT

Sources: Google Trends, CNA, The Straits Times.

Picture Credits. (ST PHOTO: DESMOND WEE)

Picture Credits. hKps://www.sassymamasg.com/ramadan-bazaars-singapore/

One thing in the news in Singapore:

PLATFORM SERVICES & GIG WORKERS REACT TO NEW GOVERNMENT RULES AND INITIATIVES

Image Credits: ChannelNewsAsia

In the wake of the government's 2023 Budget announcements in February, and ahead of Labour Day in May, Singapore's media outlets have been stepping up coverage on the intricacies of engaging in gig work – freelance jobs with flexible scheduling most commonly seen in the likes of app-based platform services like drivers for Grab and Gojek, or food delivery riders for foodpanda and Deliveroo.

Coverage has spanned analytical pieces musing about the industry isn't as rosy as it is painted to be by platform companies, guides to how the impending introduction of mandatory savings for gig workers will impact earnings and savings, and reports of academics warning about "in-work poverty" when engaging in gig work.

The heightened coverage has inevitably spilled over to platform workers becoming increasingly vocal about their jobs, whether to champion its pros, or complain about its cons. Sources: CNA,

Both consumers and gig workers on platform services used to benefit greatly from attractive discounts and lucrative incentives, respectively. While these incentives were designed to rapidly scale demand and supply, a decade in the business has brought about two harsh realities:

1) that investors and stakeholders of platform companies want to start seeing returns for the billions of dollars thrown into its early years, and

2) that governments are stepping in to protect their economies and people with rules and regulations.

As startup companies find success, mature, and eventually find themselves in a very different environment from when they first began, their communications and public affairs teams need to consider the following as they strategise their way forward:

1. How can they convince consumers and workers that it is worth their while to remain on their platform?

2. How can they best showcase what they are doing to keep their ecosystem beneficial and sustainable, past the initial discounts and incentives?

3. How can they show empathy and sincerity in their public communications, instead of turning into yet another coldhearted corporation motivated solely by profit?

4. How can they engage with emerging voices of authority, such as governments and respected academics, to back them on their long-term vision?