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Young people are redefining what is a good life and advertisers need to wise up

I refer to the “Commentary: Young people are redefining what is a good life and advertisers need to wise up” (Today, Nov 29).

The author of this article analysed and discussed purely from the perspective of commercial advertising practitioner how Singaporeans, especially a group of young professionals and intellectuals or people with successful career, think about having wealth and their diverse perspective and attitude on life and towards their lifestyle.

For the above-mentioned group of people who have achieved success to an extent in their careers or have no worries about their basic living needs, they are then in a good mood or have the leisure and elegance to pursue their dreams and discuss how to spend better.

For the large number of middle-and-lower-class and vulnerable families who are struggling to make ends meet or who are worried about not having enough to eat, their biggest worries are the rising cost of living and health care costs as well as job insecurity.

It is undeniable that due to the significant income gap, people with a considerable monthly income can seek diversified and more expensive consumption needs and behaviors. Such as a comprehensive integrated insurance plan, luxurious travel packages for individuals and their families...etc.

However, for the middle-and-lower-class families, they definitely restrain their desires, expenses and expectations due to their respective circumstances of financial ability.

Even though the incoming political leadership has sought to refresh the social compact through the Forward Singapore consultation exercise, but, the 4th generation leaders have to adopt, apply pragmatic policies and measures to alleviate the worries and difficulties of the middle-and-lower-class people. For example, to seriously consider/explore SDP’s retrenchment insurance to help laid-off workers tide over the first six months of unemployment and let the retrenched employees to receive three-quarters of their last-drawn salary and capped at the prevailing medium wage.

Therefore, the middle-and-lower-class people need the government to provide them with various assistance. For examples:

1)To extend The Part-Time Re-Employment Grant (PTRG) beyond 2025

2)To continue support and extend the Senior Worker Support Package 2023

3)The Community Link (ComLink) scheme which was introduced in 2019 should preferably extend to more middle-income groups families.

Anyway, the integrity, sincerity, vision, wisdom, resilience, boldness and unreserved commitment of our fourth generation political leaders will determine Singapore’s future - national stability and development and how well our people lead their lives.

 

Teo Kueh Liang (Mr)

 

yyy
READER COMMENTS BELOW

10 Responses to “Young people are redefining what is a good life and advertisers need to wise up”

  • opposition dude:

    “the 4th generation leaders have to adopt, apply pragmatic policies and measures to alleviate the worries and difficulties of the middle-and-lower-class people.”

    You seriously expect any of the 4G to do that when the 3G will be around as “advisors”. Who doesn’t already know the 4G will continue doing the same shit as the 3G except maybe package it in a new form? You seriously think your life is going to improve under the 4g har?

    When the 4G take over the population will go up beyond 7 million lah. And we shall see even more forested areas being cleared, more super duper expensive AFFORDABLE BTOs being built and so on.

    If one seriously expects the 4G to make our lives better then one can continue dreaming lah. They have already shown they are worse than useless during the pandemic with their boss coming out to say they aren’t ready thus contradicting their earlier statements about them being ready and can take over anytime.

    Lao kui bo I ask you? To have your boss publicly tell the entire nation you bunch aren’t ready yet? HA HA HA HA HA!

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  • rice:

    Well, it has been a bed of thornless roses for them.
    What do they truly know or even care about?
    You die, your business.
    Making money is OUR bu$y-ne$$?
    WTF! GO FLY A KITE,GO!

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  • Harder Truths:

    Young people think that just because they are young and have a few credit cards or rich parents they can live it up and not worry about consequences.

    These are the same people fifty years later living in old peoples’ homes looking for handouts.

    The smart ones sacrifice youth to get something that will be useful in the long run. In $inkieland more than most places someone is going to steal your lunch if you have this kind of fiack-care western attitude.

    Life is not fair, but it also does not reward idiots.

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  • MrTKL pap mole?:

    It is OBVIOUS that the PAP wants to rid the middle class hence the WEF etc falls in nicely with their agenda. They suck the most out of the middle because the lower class has nothing to give and most are too stupid to resist. The middle class is their greatest challenge. Lower class does not know what is life without pain.
    Idiotic piece.

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  • Sporeans Keep Govt Employed:

    Young people should evaluate their priorities and not be manipulated to live life as others see fit.

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  • Young people, old people, with 95% fully vaxed, what difference does it make to their future? lol

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  • young and daft:

    Nowadays young sinkies think the hell of themselves.
    Fark off.

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  • Singaporean R Free Rider:

    young and daft:
    Nowadays young sinkies think the hell of themselves.
    Fark off.

    101% correct.

    Young Sinkies think they cheat and pass the exam using 10 years series template meanw they are somebody.

    In reality, these young sinkies are naive and gullible. They are bunch of nobody but exam cheater using 10 years series template.

    They are canon fodders for Americunt and Chinacunt. To be used and dumped like piece of soiled underwear.

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  • Good life, bad life, does it matter any more?

    95% = bad life, 5% = good life. lol

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  • Sporeans Keep Govt Employed:

    That’s why 10 year series is shortcut to exam success! That’s why your supporters cannot think, let alone think out of the box!

    If you cannot do 10 year series, your private tutor may help you cheat by passing answers to your HP.

    Foreigners from nearby countries all know cheating. That’s why they all die die MUST come SPore to study. Cause got template answer. But must pay attention in class. Even those China students cheat. Locals must help them translate assignments to engrish. Lecturers also pass students’ work off as their own thesis.

    Also, spore attracts a lot of cheats ie scammers from abroad. Sporeans are the highest cheated national. Why leh? Because Spore is a relatively crime free country. But Crimewatch will say low crime don’t mean no crime.

    Singaporean R Free Rider: 101% correct.

    Young Sinkies think they cheat and pass the exam using 10 years series template meanw they are somebody.

    In reality, these young sinkies are naive and gullible. They are bunch of nobody but exam cheater using 10 years series template.

    They are canon fodders for Americunt and Chinacunt. To be used and dumped like piece of soiled underwear.

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