Family and experiences are key to winning the hearts and wallets of the affluent middle class

Affluent Middle Class in Singapore

SINGAPORE, 19 May 2015: Economic growth and a healthy older population are rapidly expanding the affluent middle class in Singapore. New global research from Collinson Group reveals distinct motivations and attitudes amongst this group which go beyond traditional demographic and geographical boundaries. Today’s affluent consumers place a higher priority on family, altruism and enriching experiences, ahead of luxury products and short-term satisfaction.

Providing for family, spending time with family and saving for the future are the top three priorities for Singapore’s mass affluent consumers. Giving back to charities and the community and protecting the environment also rate higher than buying leading brands and driving a luxury car. Spending on grandchildren, children and partners is the main indulgence for Singaporeans when investing their money (22%), followed by holidays (17%), and dining out (13%).

Christopher Evans, Director at Collinson Group says: “The quality of experience is increasingly the new currency for today’s affluent middle classes. Where previously the affluent middle class was more motivated by luxurious trappings, they now place a higher priority on family and life experiences such as travel, as well as experiences offered by the products and brands they choose. This is an important distinction for businesses trying to attract this growing and influential group.”

Collinson Group commissioned research with 4,400 consumers within the top 10-15% of global income in Brazil, China, India, Italy, Singapore, the United Arab Emirates, the United Kingdom and the United States. The global research identifies four “tribes”, or groups of people, who share some common traits which cut across age, gender and international boundaries.

Mid-Life Modernists are the most prominent tribe in Singapore and are characterised by their enthusiasm for technology. Prudent Planners are motivated primarily by family and trying to help others. The Stylish Spenders do still yearn for the finer things in life. Finally, there are the Experientialists who put money-can’t buy experiences at the top of their priorities.

Christopher Evans says, “The affluent middle class are the most valuable customers for many brands, particularly in the financial and travel sectors. As well as having high disposable income, this group shape the aspirations, buying habits and behaviour of other consumers.”

“Traditional definitions tend to define the middle class by income, spend or the products they buy” continues Evans. “Our research identifies tribes which span geographies and in fact share common behaviours and attitudes. Understanding these motivations and offering tailored experiences, rewards and communications is key to winning the hearts and wallets of the affluent middle class.”

Tribal attitudes to travel

Travel is a common motivator for the affluent middle class and they all expect travel enhancements such as airport lounge access, fast track security and upgrades from their banks or credit card providers but there are different expectations between the tribes.

Stylish Spenders travel in luxury, viewing services such as airport lounge access, concierge services, airport valet and pick-up by limousine as “essential”. Travel to the most luxurious locations with the opportunity for them to “show” their status is also important. Hence we are seeing hotels and airlines such as The Mandarin Oriental and Delta Air Lines “Delta 360” invitation only club offering very exclusive rewards which are not widely publicised to attract this group.

For Prudent Planners and Mid-Life Modernists, which represent 69% of the affluent global middle class, offering more flexible travel related rewards, such as the chance to transfer points to family members or provide access to lounges or priority airline seating for family, will appeal the most.

To attract Experientialists, brands should consider expanding the rewards and benefits offered in their programmes to include more international content to reflect the motivations of this segment. For example a credit card could give travellers priority access to the world’s best restaurants or the opportunity to experience local cultural events.

The affluent middle class in Singapore travel more for business than pleasure and as a result rate having more leisure time as a priority compared to the global average. When travelling on holiday, the focus is on recharging and being pampered and keeping in touch with friends and family.

Use of technology differentiates the tribes

The research shows a strong correlation between the most active users of technology and willingness to recommend and endorse brands they trust. A group of ‘technophiles’ spend over 20 hours a week of their leisure time on the Internet and are avid users of apps, social media, online shopping and streaming of digital content. Within this group, 72% are willing to make a repeat purchase from a brand they feel loyal to, 70% would recommend that brand to friends and family and 53% will choose this particular brand even if it is more expensive.

There are however clear differences in how the tribes prefer to use technology.

For example Stylish Spenders particularly value information which is personalised to them as well as the opportunity to tell others about access to exclusive destinations, hotels and restaurants via social media channels.

Smartphones, apps and digital experiences are valued by Mid-Life Modernists and offering promotions and price comparisons via mobile devices, particularly those that can benefit a whole family, is an effective way to engage with them.

Prudent Planners continue to value face-to-face interactions and retaining this as an option, rather than solely focusing on digital channels, is important for this sizeable segment.

Experientialists “live for the moment” and expect brands to regularly update digital content and offer unique experiences to maintain their interest.

Pen portraits of the four tribes

Prudent Planners are the largest tribe representing 41% of the overall sample. This group is motivated primarily by family and altruistic goals and is most prevalent in the United States and United Kingdom. Three quarters of this tribe (76%) cite spending time with family as their top indulgence and they have a higher than average interest in giving to charity (31%) and protecting the environment (30%). As the largest proportion within the affluent middle class at 41%, they are particularly valuable customers but are less motivated by material products and spend less time using technology such as smartphones or apps. Prudent Planners travel less than the other tribes but still take an average of six business and leisure trips a year. As a result, airline loyalty programmes are popular with this group, particularly if they extend benefits to the cardholder’s family. It is clear that to win over this group, companies need to think and act differently than they are today.

In contrast, Stylish Spenders seek the finer things in life. This tribe is most common in China and the United Arab Emirates and is four times more likely to buy leading brands than other affluent middle class consumers (76% compared to 22%) and drive a luxury car (70% compared to 25%). This is the group which invests the most in travelling in style across all aspects of the travel journey. Stylish Spenders are a small but very influential tribe with over half under 34 years of age (55%) and 32% earning over $190,000 per annum. Despite their high spending power, this group is the most loyal to brands they trust, participating in an average of five loyalty programmes and feeling loyal to up to eight brands.

Mid-Life Modernists stand out for their enthusiastic use of technology, with 61% citing gadgets as their biggest indulgence, 90% spending more than five hours a week using their smartphone and 45% spending over 20 a week online via a computer. Mid-Life Modernists are well represented in India and Singapore. Digital experience has a significant influence on this group and businesses which invest in this area can create powerful advocates amongst Mid-Life Modernists. This tribe is willing to endorse and promote a brand they feel loyal to via social media, with three quarters prepared to recommend a company to their friends and family; 74% more likely to make a repeat purchase from a trusted brand and 67% saying they are engaged members of loyalty programmes.

Unique, money can’t buy experiences and exclusivity rather than standard products and services motivate the Experiential tribe. This group is prevalent in China, the United Arab Emirates and the United Kingdom and are most likely to enjoy experiencing a different culture (76%) and use travel as a way of keeping in touch with friends and family (67%). Experiences such as spending on holidays (81%), dining out and luxury foods (64%) are also a priority. Engaging these customers demands flexible rewards that includes attainable travel redemption options and enriching lifestyle benefits.



4 Budget-Friendly Ways To Show Your Love For Football Or Soccer

This article is dedicated to the hardcore fans of the entertaining and vigorous sport where you kick the ball by foot to score a goal. In Singapore, this sport is either called Football or Soccer while in other parts of the world such as United States and Canada…you call it Soccer.

Nonetheless, here are the 4 budget-friendly ways to show your love for the coveted sport:


Watch the World Cup game with a drink from Brewerkz. Brewerkz, Singapore’s first microbrewery restaurant, serves handcrafted beers to suit every palate. Their mock-tails and other non-alcoholic drinks cost about S$6-9. While, the alcoholic drinks (i.e., excluding the handcrafted beers) cost about S$11-26. Game starts at 7:30 pm so, get in the restaurant early to secure a good spot across the 10 flat screen TVs.

Location: 301 Merchant Rd, Riverside Point, Singapore 058282


Bubble Bump Singapore offers bubble games where players wear inflatable balls in an attempt to win in a Soccer match. Each suit are harnessed and equipped to make sure your fall will be relatively painless. One session will surely bring all the players loads of laughter as you start the full-on bouncing action just to score a goal. The Bubble games can be enjoyed by a group of friends, colleagues, and families. A casual fun game including 10 bubble suits, 2 facilitator, equipments, and photography starts with S$15/pax (i.e., 20 people). For more information, visit:

Alternatively, you can play at home by purchasing a ball at Toys R Us (S$14.95) or at Decathlon (S$8.90).


Nothing beats a live game action alongside the other fans! You can catch the S.League games live at the Kallang National Stadium, Jurong East Stadium, Choa Chu Kang Stadium, Jurong West Stadium, and Jalan Besar Stadium. The S. League games start from July 20 at 7:30 pm while, the Singapore Cup starts on May 22 at 7:30 pm.

Ticket prices range from S$1-6 depending on your age and the venue. For more information, visit:


Translate your love of Soccer or Football to your child by enrolling him or her in fun yet guided lessons. For the young tots of 18 months to 6 years old, you may purchase a GROUPON for 2 lessons (S$23) at TinyTots. For the children aged 4 to 14, you may purchase a GROUPON for 2 lessons (S$19) at 2Touch Soccer School.

I bid you adieu with this famed chant: Olé, Olé, Olé!


Best Finance, Trading, And Business Movies You Should Watch

If you are a student of Business and Finance, you must analyze books and films that portray salesmen, corporate consultants, traders, investors, bosses, and consumers at certain circumstances. And if you are a consumer, you must be aware of the sales tactics you must avoid. Films will not only help you to understand the dynamics of money but it will also help you empathize with the characters.

Beyond the infamous film called “Wolf of Wall Street”, here are the Best Finance, Trading, and Business Movies showcased from 1987 to present…

1. UP IN THE AIR (2009)

Ryan Bingham (acted by George Clooney), a corporate consultant, is used to life travelled in a fast lane. With his job comes the responsibility of firing employees for the companies who are not equipped to do so. His go to accessory? A handy luggage to bring all over the world because he never stops moving…until he met a fellow passenger named Alex.

In this movie you will see how the corporate culture is shown as the colleagues socializes with each other and how some people spend more time in the hotels than their own homes.

Genre: Drama & Romance

Rating: 7.5/10 at IMDb

2. WALL STREET (1987)

The original Wall Street film was released on 1987. This starred Michael Douglas and Charlie Sheen. It centers on a young, desperate, and impatient stockbroker who is willing to do anything just to reach the peak. Embodying the true form of greed to the point that he is willing to give up his integrity for power. Some strong dialogues from the film include: “Greed, for lack of a better word, is good. Greed is right. Greed works.”

The impact of this film served as a standard for other finance-related movies that came after.

Genre: Drama & Crime

Rating: 7.4/10 at IMDb

3. MARGIN CALL (2011)

An Indie film that garnered lots of high praise at the Sundance Festival, Margin Call, shows the effect of a million-dollar venture gone badly in the period of the Great Recession. In a span of one day, it follows the employees of the investment bank as they resolve the financial crisis at hand. Interestingly, it is inspired by true events.

Packed with talented actors such as Kevin Spacey, Zachary Quinto, Simon Baker, and Demi Moore, it will keep you on the edge of your seat as the tension elevates every minute.

Genre: Drama & Thriller

Rating: 7.1/10 at IMDb


If you are a fan of true events then, kicking up realism up a notch is a documentary film about the pioneering venture capitalists and the companies they helped to emerge. This Indie documentary film is called: “Something Ventured”.

With its first-person view, you will know what it takes to be the risk takers for the top companies such as Apple, Cisco, Intel, Genentech, Atari, and Tandem.

Genre: Documentary, Biography, & History

Rating: 7/10 at IMDb

Sources: 1, 2, & 3


4 Ways To Catch Good Movies In Singapore, For Free


If your flight is delayed for another 3-6 hours then, it will give you enough time to catch 2-3 movies at the Changi Airport, free-of-charge! The Changi Airport boasts their 24-hour cinemas that screen the Fox Movies Premium Channel at Terminal 2 and the latest movies of various genres at Terminal 3. Whoever said that getting stuck in a transit for hours could not be great…clearly has never been to ours!

Image Credits:

Image Credits:


Terminal 2 is located near the Sunflower Garden at Departure Transit Lounge South while the Terminal 3 is near the Ambassador Transit Lounge at Departure Transit Lounge North. To know more about what the airport has to offer visit:


Aside from a wide array of books and electronic resources at the National Libraries, you can enjoy the beauty of performing arts especially at the “library@esplanade”. The library@esplanade offers services in the areas of dance, music, theatre, and film by providing an extensive collection of printed and non-printed resources.

It enables you to watch family friendly, classical, indie, and foreign movies for free! This shall foster learning, innovation, and creativity. They typically show films every first Wednesday of the month. For more information visit:

For the meantime, you may check out Queenstown Public Library’s moving screening of the “Earth From Space” documentary on May 30.


Looking for a perfect first date experience? Look no more as MovieMob brings you the premier outdoor movie screenings that would not cost you a cent! MovieMob, an acclaimed Outdoor Movie Specialist, screens movies to various locations around Singapore.

Since 2009, they have had about 200 drive-in cars per event and up to 800 pax per Picnic event. The overwhelming numbers is due to the fact not it showcases a unique movie experience and that you can vote which movie to watch.

A gentle reminder: arrive early to secure the best spots. Screenings are typically held every third or fourth weekend of the month. So, stay updated by visiting:


I for one love the experience of watching movies in my own home. It gives me a chance to rewind or pause scenes whenever I need to. Also, I do not have to worry about laughing so hard or dressing up for countless minutes. What is my secret? 1 word…YouTube.

Catch a free flick or two in the comforts of your own home by watching at YouTube’s Movies playlist at It has a myriad of films that are Russian, English, Hindi, Dutch, Tamil, Korean, French, and so much more. The films under this playlist are legal as they are copyright supported.

Are you a fan of Drama and Romance movies? Well, this classic film entitled “The Last Time I Saw Paris”, starring the legendary Elizabeth Taylor, will be worth your time.



Have A Good Night’s Sleep Without Breaking The Bank

When you are sleep deprived, you feel less patient, less concentrated, and easily irritated. This can increase your stress levels. Give your body the restorative rest it deserves.

A good night’s sleep is not only about the amount of hours you sleep but also about the quality of sleep. Better sleeping patterns can positively impact your health and your ability to manage the daily challenges ahead. To have this, you will need to spend only S$4 or less…just follow these tips:


The first step to have better sleep is to be aware of your previous sleeping patterns. Keep a sleep journal (i.e., costing S$2 or less in Popular Bookstore or Daiso) where you will write significant events in your day, your lifestyle habits, and your sleeping patterns. Answer these questions in your journal or notebook for at least 3 days:

a. How many hours did you sleep in total?

b. How many times did you wake up in the evening?

c. What time did you go to sleep?

d. What did you do to help you fall asleep?

e. What did you eat before sleeping?

f. Did something stressful or depressing happened today causing you to be worried?

Now that you are aware of your sleeping patterns, you will know which ones you shall change.


In order to have a restorative sleep, your bedroom must be inviting. Keep the room’s temperature cool (i.e., 18C-24C) and use curtains to block the light. To keep the noise to a minimum, you may wear earplugs (i.e., costing S$2 in Daiso). Or, you may play relaxing music while you sleep.

Image Credits: Enkhtuvshin via Flickr

Image Credits: Enkhtuvshin via Flickr

Eliminate distractions such as the television, tablets, laptops, or your phone. The LED light emitted by these electronics can cause your mind to think that it is still daytime.


Having a sleeping routine within thee recommended hours programs the brain to automatically have its “body clock” that will help you to fall asleep consistently. Take these steps for 7 days:

a. Set a time for sleeping and waking up.

At least 6 to 8 hours of sleep is ideal for teens and adults. Perhaps you may sleep at 11 PM and wake up at 6 AM. Stick to this by canceling your late night plans for the week and by setting an alarm.

b. Create a pre-sleep routine.

What relaxes you the most? Whether it is taking a warm bath, practicing yoga exercises, and reading a book, do these pre-sleep routine at least 30 minutes before you sleep.

c. Use your bed primarily for sleeping.

If you use your bed for working or eating, you will lose the automatic cue to sleep. So, use your bed primarily for sleeping.

d. Reduce alcohol and caffeine consumption.

This last step will save you money and help you to sleep better. Alcohol may help you to sleep faster but it also causes to have interrupted sleep. While caffeine will keep you stimulated throughout the night. Avoid these two.

Image Credits: Pedro Ribeiro Simões via Flickr

Image Credits: Pedro Ribeiro Simões via Flickr

Sources: 1, 2, & 3