OPINION: Singapore election heralds new generation

Forget Gen X and Gen Y. Welcome Generation I give a s**t.

The perception generally of Singaporeans is mainly one of apathy. We've been brought up in this very comfortable environment, where everything is so efficiently performed, that we generally don't fix anything ourselves. All we have to do is complain and hope someone else does something about it.

So it's a surprise to see such passionate, committed enthusiasm in this election. Did it suddenly develop or was it there, latently bubbling away?
 
Unlike Gen X and Y, Generation ‘I give a s**t’ (Gen I.G.A.S.) is both old and young.
 
I have read status updates of grandparents who are fervent PAP supporters now telling their family members to vote the opposition in just for a little check and balance. Doesn't mean they're not loyal to the brand. It just means they want them to be on their toes and perform better. Maybe it's wisdom of the ages that a little competition is needed to lull a market leader from their slumber. Maybe they remember Lord Acton's quote.
 
And the apathetic young, where are they? They all seem to be in the rallies, mingling with other people who give a s**t. Most that I've met are actually trying to make an informed decision and unlike generations past, their parents are leaving it up to them.
 
So Generation I.G.A.S. isn't an age group, it's a mindset. It's not a demographic, but a psychographic. Let's be very clear. This doesn't mean they're against the PAP. It just means they care and want to be in control of their destiny. They want to have a say in how they're led, as opposed to just being led.
 
This is an exponential change from the last election and, if you refer to my previous note, we are living in exponential times.
 
So what does this mean? It means brands shouldn't be afraid to appeal to Singaporeans emotionally. They should reassess the cliche that Singaporeans are very pragmatic, logical and left brained. And that we can be roused up from our slumber to participate and co-create if you touch our hearts.  Or a nerve.
 
Is this purely just for the election or is it an awakening?
 
I suspect long after the election is over, Gen I.G.A.S. will prevail. The genie is out of the bottle and it's not going back. The Singaporean consumer has found her voice and she's realised how powerful it can be. And you'll be hearing it in different ways.
 
I give a s**t where the product comes from.
 
I give a s**t what it's made from.
 
I give a s**t if you're not playing straight with me.
 
I give a s**t if the ads insult my intelligence.
 
I give a s**t and I'm not afraid to tell you so.
 
The good news is when they buy into your product, they will be even greater brand advocates. So there's all the more reason to engage them, rather than to shy away.
 
It bodes well for Singapore. The more they fight for their Singapore, the more likely they'll stay in Singapore.
 
So if you're a marketer who still buys into the notion that the consumer can be controlled and made to think what you want them to, here are two words of advice: Caveat Emptor.