Overview
As Singapore continues to evolve in a complex social and global environment, strengthening the bonds between people, communities, and the nation remains central to long-term resilience.
The Ministry of Culture, Community and Youth (MCCY) engaged Verian to explore how Singaporeans experience Care, Cohesion, and Confidence —three foundational pillars that underpin social connection, active citizenship, and inclusive nation-building. The study sought to move beyond surface sentiment, uncovering the deeper values, motivations, and lived experiences that shape how people relate to one another and to Singapore.
Challenge
Singapore’s diversity is a key source of strength. At the same time, everyday pressures — from economic uncertainty to changing social norms — can influence how people experience belonging, trust, and participation.
MCCY aimed to deepen public engagement with the national 3Cs by developing a clearer understanding of:
- how Singaporeans perceive and express shared values,
- where alignment or tension may emerge across communities,
- what motivates civic participation and commitment,
- and how policies and programmes can better support social cohesion.
The challenge was to translate these human experiences into insights that could meaningfully inform policy development and public engagement strategies.
Approach
Verian designed and delivered a three-phase, mixed-methods approach that combined behavioural insight, national-level evidence, and participatory engagement.
- Define: The study began by listening closely. We reviewed policy and public discourse, analysed online narratives linked to the 3Cs, and conducted in-depth conversations with community “local champions” to surface lived experiences, shared values, and emerging hypotheses.
- Discover: These early insights were explored and validated through a combination of qualitative discussions and a nationally representative survey. This phase enabled the team to identify how values, attitudes, and behaviours interact to shape civic engagement, optimism, and belonging across different segments of society.
- Deepen: Evidence and experience were then brought together through a full-day Social Connection Engagement Workshop, convening community leaders, stakeholders, and members of the public. Participants reflected on the findings and collaboratively developed ideas to strengthen social cohesion and shared identity.
Key Insights
The study identified four interconnected drivers that shape how people experience connection to Singapore:
- Moral values provide the foundation, influencing perceptions of fairness, responsibility, and care for others.
- Civic engagement strengthens connection when people feel their participation is meaningful and valued.
- Personal optimism reinforces commitment when individuals believe in a fair and opportunity-rich future.
- Sense of belonging emerges through shared experiences, meaningful interactions, and feeling accepted within a diverse society.
Together, these drivers reframed social connection as a lived, behavioural experience—one that can be intentionally supported through policy and design.
Impact
The study enabled MCCY to adopt a more citizen-centric and behaviourally informed approach to shaping policies, programmes, and communication strategies.
The insights:
- deepened understanding of what motivates commitment and belonging,
- informed the design of more inclusive public engagement approaches,
- supported the co-creation of practical ideas grounded in lived experience,
- and provided a strong evidence base for ongoing strategy development and impact tracking.
By grounding decisions in how people experience connection in their daily lives, the work supports more sustainable and inclusive nation-building efforts.
Explore the Article
This case study forms part of a broader Verian article that explores the four drivers of social connection in greater depth, along with their implications for public policy and community engagement.
Explore the full article for complete findings and insights.
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