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Singaporeans want leaders who ‘genuinely care’ as cost of living soars, Milieu Insight survey reveals
As the city-state gears up for its next General Election which will be held on 3 May, newly released data from Milieu Insight, a global market research and data analytics company, reveals that cost of living issues are a dominant concern, while voters are also prioritising candidates who demonstrate genuine care, relatability, and a strong understanding of the average Singaporean's lived experiences.
Divided battleground and rising expectations
Key battlegrounds — including East Coast, Aljunied, and Sengkang — have emerged as hot zones where voters remain divided, with both ruling and opposition parties holding considerable sway. In these constituencies, local issues could become national tipping points.
Voters overwhelmingly seek MPs who "genuinely care about residents and speak up for Singaporeans" (63%) and "can relate to the lived realities and experiences of the average Singaporean" (62%). Humility and approachability were also highly valued (46%). Younger people between ages 16-34 prefer representation who aligns with their values (58%), while older people from ages 55 and above are looking for care, presence, and relatability (76%).
Primary grievances among opposition supporters include government services and efficiency (32%) as well as personal freedom and rights (23%). While a significant portion of voters in key constituencies have already decided who to vote for (37%), a substantial number remain open to changing their minds (52%).
Young voters push social issues, seniors worry about healthcare
The findings revealed the top 3 key overall concerns are cost of living, rising healthcare costs and Singapore’s economic competitiveness and performance. 75% of respondents identified cost of living issues relating to affordability of groceries/food and transportation as a top election issue. Specific struggles include groceries and food (51%), healthcare (44%) and housing (40%) followed by utilities (34%) and transportation (33%).
The survey also revealed notable differences in priorities across demographic groups with those between ages 16-34 showing greater concern for social issues such as LGBTQ+ rights, microaggressions (19%) and economic inequality (28%). Older supporters aged >55 are more concerned about healthcare costs (67%).
“These findings suggest that candidates who can effectively address cost of living concerns and demonstrate genuine empathy and understanding of the challenges faced by ordinary Singaporeans will likely resonate most strongly with voters,” shared Jiayi Zhang, Head of Research Services at Milieu Insight.
Rising unease amongst lower-income earners and youth
Generational and income-based divides also appear to be growing. Voters under 25 and those in lower-income brackets (earning <SGD$3,000/month) are notably less satisfied with current conditions, signaling potential for electoral shifts. 46% polled cites financial situations as the most concerning part of their lives currently. "Worried" (42%) was also a prevalent emotion among respondents, highlighting anxieties about the current environment.
While overall life satisfaction remains relatively high (86%), outlook on the future of the world is significantly lower (52%). Ruling party supporters express greater optimism about their own lives and the future of Singapore.
