ProjectEco
Insights
Demographics
Survey
90 Responses
18-22
65
27-30
7
31-35
7
Male
45
Age
Occupation
Unemployed
1
Employed
31
Students
58
Gender
Female
45
23-26
11
Interview
5 deep interviews
18-22
1
27-30
1
31-35
1
23-26
2
Age
Employed 3
Student 2
Occupation
Moving on to insights obtained through interviews and surveys ...
Insight 1: Youths and working adults are observed to have a basic/surface knowledge on sustainability
According to our survey, 86.7% of our respondents rated themselves 3 or higher which signifies an adequate understanding of sustainability. On average, the respondents rated their knowledge to be 3.34/5.
1
2
3
4
5
4
8
37
35
6
However, 50% of our respondents did not know anything about sustainability initiatives.
The practices that they have and the interview data show a shallow understanding of sustainability.
" Sustainability is reusing reducing and recycling"
" Sustainability is about caring of our earth"
"Government is now forcing us to bring our own bags by charging us! that is part of sustainability.."
"When I go to Starbucks, i bring now own cup now! that is sustainabiltiy"
"Sustainability is the 3 Rs"
Next insight ...
Insight 2: Youths and working adults are observed to have "limited concern" over sustainability issues
According to our survey, majority (40%) state that they are neutral when it comes to sustainability. This would suggest that they care to a certain extent to which they would not have to put in additional effort to “care” about sustainability.
1
2
3
4
5
2
28
36
17
7
Through the survey and interviews, it was found that there were "barriers" in which some may not be willing to overcome causing them to have "limited concern" over sustainability issues.
“Who cares when the rich people's one day use of electricity is equivalent to more than 1 year of my electricity usage? Not to mention about others like water usage, etc. Only target poor people like me issit?”
"We are forced to care by the government"
"Singaporeans don't care.. they think that they are very privileged"
"Honestly don't really consider being sustainable as I feel that its a hassle."
"I care but not to the extent that I have to pay more to be sustainable."
Second last insight ...
Insight 3: Youths and working adults much prefer short education materials
According to survey results, an overwhelming majority (80%) chose Videos/Short clips from Youtube, Instagram or Tiktok when we asked for their preferred form of learning.
EBook
8.1%
Videos/
Short clips
80%
Talks/Workshop
16.1%
Infographics
48.9%
Online Courses
14.8%
Audiobooks
/ Podcast
9%
Tiktok
Youtube
X
71.1%
95.6%
85.6%
22.2%
24.4%
Through our interview, we also found out that most respondents use their mobile phones in their free time to watch short clips on either Tiktok or Instagram, or to play short games. When probed, some of them mentioned that they might skip videos if they are too long, if they might not have the time to watch it, or if they are simply not interested.
"I'll scroll through Instagram, then Tiktok, to watch short reels about stuff that interest me or accounts that I follow to keep up with trends and keep myself occupied"
"Yeah if the video too long I'll just skip like those marketing and promotional stuff unless its what I am interested in"
"Whenever I get bored outside or travelling, I'll just scroll through instagram stories or reels or play Clash of Clans"
"Oh I scroll through Tiktok, then Instagram and rotate to entertain myself"
"Sometimes watch those marketing adverts from content creators if they are really creative and funny, otherwise I'll skip"
"Oh if too long I'll just skip"
"I get bored easily, if the video too long I just skip unless its really entertaining haha.."
"Scroll tiktok or read some news on Straits times"
"I'll watch netflix if I am home, otherwise if i am outside I'll scroll Tiktok or Instagram"
"Sometimes If I see that the Instagram story or Tiktok reel is too long, I'll skip to the next"
Last insight ...
Insight 4: Youths and working adults consider cost and convenience when making decisions related to sustainability
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According to survey results, 56.7% selected Perceived Inconvenience and 40% selected Difference in price when asked what are the main barriers for not prioritising sustainability in their spending and investment decisions .
40%
32.2%
56.7%
14.4%
1.1%
1.1%
1.1%
Through our interview, resp
When asked if respondents would consider getting Environmentally friendly options in goods, most comments related directly to the cost and convenience of acquiring the goods.
When asked about their preferred modes of transport, various answers considering Cost and Convenience were also mentioned. Some respondents commented that convenience will outweigh everything else, especially in times of emergency.
