Singaporeans Are Tuning Out Brand Advertising — What It Means for the Future of Marketing

By Zenia Pearl V. Nicolas

Singapore brand advertising fatigue

Singapore may be one of the most digitally savvy nations in the world, but its consumers are increasingly tuning out brand messaging. A July 2025 survey by Blackbox Research (Insight Disconnect Report, SensingSG, n = 1,520) revealed that nearly half of Singaporeans (49%) — and an even higher 57% of those under 30, admit they ignore brand advertising or social media messaging altogether.

Perhaps more concerning for marketers, 48% of respondents said they cannot even recall the last advertisement that truly stood out to them. For younger consumers under 30, that number climbs to 55%.

In a marketplace defined by an “attention economy,” this indifference underscores a widening disconnect between brands and audiences.

A Generational Divide in Trust

The study highlights a sharp generational rift. For older demographics, advertising still carries some weight. But for Gen Z and younger millennials, it has largely become background noise.

• 51% of Singaporeans feel most brand messaging “feels fake or tries too hard.”

• 56% dismiss the concept of “brand trust” as little more than empty rhetoric.

• Half of all respondents and nearly two-thirds of those under 30, say they trust people they know more than they trust brands.

In short: no matter how polished a campaign is, authenticity matters more.

Why Slogans Fall Flat

Clever slogans and polished visuals once dominated advertising. But today’s consumers say they want honesty and proof, not catchphrases. The Blackbox report concludes:

“In a low-trust environment, authenticity plus evidence are the non-negotiables of persuasion.”

This shift means that while iconic slogans like “Just Do It” may remain recognizable, they no longer suffice on their own. Consumers expect real stories, substantiated claims, and evidence that brands live up to their promises.

The Double Disconnect: Ads and Listening Gaps

The Blackbox report also points to a “double disconnect”: brands are struggling to break through consumer apathy, while also failing to listen effectively.

Traditional survey tools are part of the problem. Respondents cited long forms, repetitive questions, and the difficulty of expressing themselves in writing as top frustrations. Instead, they said they prefer more conversational approaches, whether through focus groups or digital tools that allow them to speak freely.

Could AI Be the Bridge?

Interestingly, the study found that 60% of Singaporeans would be open to speaking with an AI interviewer, with that number rising to about 70% among younger consumers.

This highlights a paradox: while people distrust polished marketing, they are comfortable interacting with technology, provided it feels authentic, empathetic, and human-like. For brands, this suggests that AI could become a valuable tool for listening and engagement, but only if used to foster genuine dialogue.

Toward Authentic Conversations

So, where does this leave brands operating in Singapore’s hyper-connected yet highly skeptical market? The Blackbox findings point to three imperatives:

1. From Surveys to Conversations: Replace long, standardized forms with more interactive methods, from live focus groups to empathetic AI-powered interviews.

2. Evidence Over Rhetoric: Back every claim with proof. A sustainability pledge, for example, should be supported by verifiable data or third-party certification, not just marketing visuals.

3. Authenticity at Scale: Empower employees and even customers to act as authentic brand ambassadors, ensuring real experiences shine through every touchpoint.

A Wake-Up Call for Marketers

The Singapore findings echo a global reality: audiences are overwhelmed, skeptical, and intolerant of marketing fluff. For brands, this is both a warning and an opportunity.

In a landscape where half of consumers cannot recall a single memorable ad, the winners will not be those who shout the loudest, but those who listen the closest.

Honesty, proof, and authentic conversation are no longer “nice-to-have.” They are the only currencies that count.

Join the Conversation in Vietnam

As the landscape of retail and consumer engagement continues to shift, the most valuable insights often come from being in the room where ideas, challenges, and solutions collide. This October, RESA Vietnam 2025 will bring together visionary leaders, marketers, and innovators to reimagine the future of retail in Southeast Asia.

If you want to dive deeper into how authenticity, technology, and consumer trust are reshaping the industry, don’t miss your chance to be part of the discussion.

Reserve your seat at RESA Vietnam 2025 and join the exchange of ideas shaping tomorrow’s retail.

References

Blackbox Research. (2025). The Insight Disconnect: Why Brands Are Failing to Connect With Singaporeans. Singapore: Blackbox Research. Retrieved from Blackbox Research 

Retail Asia. (2025, July). Singaporeans losing interest in brand advertising, social media messaging. Retrieved from Retail Asia 

Retail News Asia. (2025, July). Singaporeans Shift Focus: Declining Interest in Brand Ads and Social Media Messaging Revealed. Retrieved from Retail News Asia