8 in 10 turn to brand rewards for access to unique perks: report

81% of Singaporeans rely on brands for rewards and benefits to access unique or exclusive experiences.

Singaporean consumers are looking beyond transactional perks and demanding emotionally rich, experience-driven engagement from brands, according to the newly released Collinson 2025 Asia-Pacific Consumer Happiness Report.

81% of Singaporeans rely on brands for rewards and benefits to access unique or exclusive experiences.

This trend is particularly strong amongst younger demographics in APAC, with 89% of Millennials and 86% of Gen Z preferring experiential benefits over transactional ones.

Despite this appetite for deeper brand engagement, satisfaction levels with current offerings are only moderate. Sixty-five percent of Singaporeans say they’re happy with brand rewards, higher than the APAC average of 53%, and above markets like Japan (36%) and Australia (54%), but still below top performers like Indonesia (86%) and India (80%).

The report also highlighted emotional value is increasingly becoming the new standard for consumer happiness, with 60% of APAC respondents saying they prioritise rewards that strengthen their relationships with family and friends, as opposed to self-focused or material perks.

This value on connection intensifies with age, with 69% of Boomers valuing these social rewards compared to just 56% of Gen Z. The most popular experiential benefits include shared perks for family and friends (20%), health and wellness offerings (18%), and elite or status-based rewards (15%).

Younger consumers in APAC are also more vocal and active in their relationships with brands. 40% of Millennials and 37% of Gen Z interact with brands on social media, and 22% of Gen Z are willing to defend a brand they feel emotionally connected to.

At the same time, satisfaction with rewards drops with age — from 72% among Millennials to just 56% among Boomers.