Consumption patterns of the millennial generation in Singapore
Date of Issue2016
School of Humanities and Social Sciences
With the rapid economic success of Singapore since its independence in 1965, young Singaporeans today have grown up in a nation which provides for a stable political climate, high quality of education and material wealth. Seeking greater material satisfaction in their lives, the emergence of a consumer culture has been observed. Through interviewing 10 individuals who identified themselves as single, college-educated Chinese Singaporeans of either gender, within the age range of 20 to 30 years old, and residing in Housing Development Board households, this paper seeks to uncover how the advent of the Internet has allowed for increased consumption of Western media by millennials, and its implications pertaining to state ideology. Secondly, this paper also uncovers the stressors inhibiting consumption that millennials are faced with in Singapore society, and ultimately investigates the mechanisms through which they solve the contradiction between the desires to spend and save in their daily lives.
Final Year Project (FYP)
Nanyang Technological University