Getting to know Singapore’s ‘Forgotten Middle’

BBH Singapore’s Amanda Lim makes the case for brands to look to the middle for new growth and consumers in Singapore.

Young or old. Rich or poor. Win or lose. We tend to see the world through a dualistic lens. It is the dreams of the young, the well-being of the elderly, the worries of the poor and the indulgences of the rich that get the attention, in Singapore, and everywhere else.

But what about those who sit right smack in the middle of all of it? The middle-aged and the middle class? What about ‘Middle Singapore’?  

The temptation is to assume that they sit halfway between the extremes and represent the ‘status quo’. They blur into an undefinable, homogenous mass...

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