Havas Worldwide Reveals Insights into the Changing Dynamic of the Family Unit

Havas Worldwide Singapore has recently revealed key findings relating to the changing family unit in Singapore as part of their efforts to better comprehend consumer behaviour.

The study, Prosumer Report: Singapore edition, “The New Dynamics of Family”, explores structural shifts within the modern family, changing family relationships, parenting in the digital age, and the impact of children on consumption habits. A total of 6,767 men and women aged 18 and above, from around the globe were surveyed, including Singapore.

Highlights from the study include:

1. Family in the digital age: In the age where iPads are now used as learning tools in primary schools, the study found serious concerns about the impact of new technologies on children, with a majority agreeing that digital technology and the Internet are ruining childhood, and four in ten respondents expressing concern that technology is destroying family life.

2. Family without marriage: Despite the so-called breakdown of the nuclear family and the increase in single-person households, our respondents made it clear that family remains essential. 56 per cent of local respondents believe that people who remain single and childless are missing out on an important part of life. However, almost a quarter of millennials believe marriage will eventually be obsolete. An increasing number (36 per cent) say it’s fine for a couple to live together and have children without being legally wed.

3. A pushback against gender blending: Amidst the push towards a more inclusive society in Singapore, it seems like there is still much opposition to gender blending. A majority of men and women (50 per cent each) feel that the legalisation of same-sex marriage harms society. Seeing that, it is of no surprise that only 27pc of females and 34pc of males feels that gay couples should be permitted to adopt children.

"Nothing is more important than family. But that word has very different meanings for different people," said Havas Worldwide and Havas creative group global CEO Andrew Benett.

"To contribute to consumers’ lives in a meaningful way, brands must first understand the realities of family relationships and the complexities of parenting in today’s digital environments. Those are the insights we’ll be sharing with our clients."

"Singapore is a unique mix of global and local culture, and it's fascinating to see how some aspects of what we think and feel are changing very fast while other barely move at all. The differences are significant and hard to predict, and that's why we have to dedicate time and effort into researching our society thoroughly, rather than expecting Singaporeans to comply with the trend of the moment," said Stefano Augello, chief strategy officer of Havas Worldwide Southeast Asia.