In Singapore, a recent survey by the Institute of Policy Studies found that eight in 10 locals prefer to rely on themselves rather than the government in these uncertain times. This is a surprising result, as the Singapore government has historically provided direct assistance to people and businesses.
Self-reliance is a predictable reaction to uncertainty. What is more intriguing is the idea that this may be the start of a shift back to individualistic values. Will people become more self-directed in the next few years? Will the zeitgeist be about “me” instead of “us”? As societal values of the time shape how we plan for brands, this possibility seems worth investigating.