Singapore’s Leading Brands Chosen by Generation X
A consumer-driven award program spearheaded by Brand Alliance has identified the top Influential Brands in Singapore, as determined by the upwardly mobile Generation X (Gen X) demographic.
Source: Brand Alliance. Brand Alliance presented the 2013 Influential Brands awards in November 2013. The 2014 Influential Brands conference is scheduled for November 10, 2014.
The survey highlighted over 100 prominent brands resonating with consumers in Singapore. Notably, 2014 saw the addition of more than 20 new brand categories. This expansion might indicate the evolving priorities of Gen X, reflecting their effort to strike a balance between discretionary spending and essential purchases.
These new categories for 2014, particularly relevant to Gen X consumers, encompass:
Budget airlines
Dental clinics
Electronic retailers
Full-service airlines
Furniture shops
Health and life insurance
Milk powders
Online platforms
Preferred credit cards
Preschool centers
Property agencies
Property developers
Tuition centers
Vitamins and health supplements
Familiar names like ToastBox, NTUC FairPrice, DBS Bank, Gong Cha, Old Chang Kee, Din Tai Fung, Clinique, and Watsons have secured a place in the hearts of both Gen Y (surveyed in 2013) and Gen X (surveyed in 2014).
Brand Alliance’s findings suggest that Singaporean Gen X consumers, despite being price-conscious, prioritize convenience. When making purchasing decisions, they emphasize factors such as location, accessibility, and the user-friendliness of online platforms.
Recommendations hold less sway over their choices in the surveyed categories, with one notable exception: property.
When it comes to property-related decisions, Gen X consumers in Singapore indicate a greater willingness to consider suggestions from trusted sources. In fact, one in five are open to recommendations regarding property developers or agencies.
While print media remains a significant news source for this demographic, online and social platforms are rapidly gaining traction as their preferred channels for information.
“As consumer behavior evolves in response to technology and digital platforms, both local and international brands find themselves vying for the attention of a distracted audience."
“The window of opportunity to capture attention and influence purchase decisions has expanded beyond traditional retail to encompass alternative platforms. This presents opportunities for brands to enhance online conversion rates and engage consumers through multiple channels at various touchpoints throughout their decision-making journey,” remarked Jorge Rodriguez, Director of Strategy at Influential Brands.
Some of the prominent brands recognized as 2014’s Top Influential Brands include:
| Electronic retailers | Foodcourts | Facial Centers |
|---|---|---|
| Best Denki | Food Junction | Bella Skin |
| Challenger | Food Republic | BioSkin |
| Courts | Kopitiam | Citispa |
| Gain City | NTUC Foodfare | Jean Yip |
| Harvey Norman | New York Skin Solutions |
Brand Alliance conducted its survey in the first half of 2014, gathering insights from over 3,000 Gen X respondents in Singapore aged between 34 and 54 years old. The survey focused on identifying their favored brands across various industries.
Gen Y, succeeding Gen X, represents the cohort born after Gen X, generally those aged 13 to 33.