Singapore Kindness Movement State of Graciousness in Singapore 2011 Survey findings
Contents
About this Study Changes to Study Key Findings How big is the graciousness challenge? How did we perform? What are the pain points? Summary of Findings Graciousness Index
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About the study Changes to study
About This Study Objectives ‘What is Graciousness?’ To gather key insights into Singaporeans’ self perception towards kindness, as well as their perceptions of others General rating for ‘graciousness’
To track progress year-on-year of the Graciousness Index Define problem areas •To determine public situations where graciousness is most needed •To uncover ungracious behaviours that Singaporeans dislike most
PROJECT GRACIOUS ABOUT THIS STUDY
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About This Study Sample population Sample Percentage
Segment
71%
Singapore Citizens (18 years and above) Singapore PR* (18 years and above)
15%
14%
SubSegments
Sample Size
na
876
na
125
WP
102
EP
100
Asia
101
Oceania
33
Europe
39
Americas
28
WP & EP holders
Singapore Visitors
Total Sample Size:
1,404
PROJECT GRACIOUS RESEARCH METHODOLOGY
Time frame Survey was conducted in late Jan to Feb 2011
Interview Process Online Singapore citizens and Permanent Residents (PRs) aged 18-54 years Face to Face 55 years old and above Singapore citizens & PRs, Working Pass/Employment Pass holders, and tourists
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Changes to study Self perception A self-perception segment has been added for more robust insights into the Singaporean psyche on how they regard graciousness in themselves, not just others.
SELF
SELF
2009-2010
2011
Index Components The Graciousness Index has been re-calibrated for a more holistic measurement of Singaporeans’ attitudes. Metrics like actual experience of kindness, and an evaluation of Singapore’s growth as a gracious society are now factored into the Index.
PROJECT GRACIOUS CHANGES
EXPERIENCE OF A KIND ACT
CORE VALUES: KINDNESS, COURTESY, RESPECT FOR OTHERS, CONSIDERATION FOR OTHERS
GRACIOUSNESS INDEX 2011
EVALUATION OF OUR IMPROVEMENT
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Intangible mid-point
Changes to Study Rating scale
1
2
3
4
5
Change towards a zero to 10 point scale for a true mid point and no assumed unbias.
7
8
9
1 0
2010
True mid-point
2011 0
Target sample
6
1
2
3
4
5
6
7
8
9
1 0
To acknowledge Singapore’s growing diversity, the study expanded its target sample to capture views from a true cross section of the community. It now includes views of long term pass holders (those on Employment Passes and Work Permits) and tourists. WP/EP
PR
WP/EP
Citizens
Tourists WP/EP
PR
Citizens
Citizens
PR
Citizens
Citizens
Tourists PR
Citizens
Citizens
2010 Citizens
Citizens
2011 Citizens
Data was sliced and presented largely centered around residents only. Comparisons were made to tourists only when meaningful.
PROJECT GRACIOUS CHANGES
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Key Findings
Singaporeans’ Experience with Kindness Have you received kindness?
Have you done kindness?
These two blue sections should be around the same (but they are not)
Singaporeans recognize the kindness they do, but not ‘kindness’ they receive. • Those who receive and do kindness should be around the same – however there is a clear gap in the numbers, as 876 people (88%) claim to have done kindness, but only 553 (55%) have received it. • An indication of overly high expectations of others, or overly low expectations of self Q. Have you been a recipient of a random act of kindness in the last 6 months? Q. Have you done a random act of kindness in the last 6 months? Base: Citizen/PR = 1001 PROJECT GRACIOUS 2011 EXPERIENCE SCORECARD
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Singaporeans’ Experience with Kindness
B
A
A large sector is both active in both recognizing and doing acts of kindness. However… A) There is a large proportion (347 people or 35%) who have not experienced kindness, but who claim to have done kindness. • This explains the large gap between those who have done and those who recognize B) There is a relatively significant proportion (101 people or 10%) who have not experienced kindness, and who also claim to have not done kindness. Q. Have you been a recipient of a random act of kindness in the last 6 months? Q. Have you done a random act of kindness in the last 6 months? Base: Citizen/PR = 1001 PROJECT GRACIOUS 2011 EXPERIENCE SCORECARD
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Singaporeans’ Self Perception 1) I pride myself as a gracious person and would have little hesitation encouraging family and friends to be more gracious
MEAN
6.8
2) In terms of graciousness, I’m typical of an average Singaporean
5.3 4.2
3) I don’t know how gracious I am as a person
7.2
4) I do more kind and gracious acts than unkind and ungracious acts
Singaporeans’ self-perceptions on kindness – shows belief that their behavior is satisfactory to excellent. •Majority (952 people or 95%) prided themselves on being gracious and would encourage others to do so. •More than half (553 people or 55%) felt they were somewhat typical of an average Singaporean. •More than half (555 people or 55%) have low self-awareness on how gracious they are •A significant group (447 people or 45%) rated themselves very highly (8-10) as being more kind/gracious than unkind/ungracious Q. We would now like you to evaluate the following statements and tell us whether you agree or disagree with them using a scale of 0 to 10 where 0 is Strongly Disagree and 10 is Strongly Agree? (Personal Evaluation) Base: Citizen/PR = 1001
PROJECT GRACIOUS SETTING THE CONTEXT
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Singaporeans’ Self Perception
MEAN
1) I pride myself as a gracious person and would have little hesitation encouraging family and friends to be more gracious
6.8
2) In terms of graciousness, I’m typical of an average Singaporean
5.3
3) I don’t know how gracious I am as a person
4.2
4) I do more kind and gracious acts than unkind and u ngracious acts
7.2
Those who aren’t sure how gracious they are tend to be…. •55 years old and above •Retirees •Have above post-graduate education or no formal education •In senior management roles or are blue collar unskilled workers Q. We would now like you to evaluate the following statements and tell us whether you agree or disagree with them using a scale of 0 to 10 where 0 is Strongly Disagree and 10 is Strongly Agree? (Personal Evaluation) Base: Citizen/PR = 1001
PROJECT GRACIOUS SETTING THE CONTEXT
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Singaporeans’ Perception of Fellow Singaporeans MEAN
1) Most Singaporeans are only gracious when they are with family and friends
6.2
2) Tougher policies e.g. fines need to be introduced to get Singaporeans to be more gracious
5.2
3) Future graciousness campaigns should focus on specific ungracious actions
6.7
4) It’s not possible for Singapore to become a more gracious place due to the hectic lifestyle
5.1
5) Singapore is already a gracious place to live in
4.9
Singaporeans want graciousness in the country
Q. We would now like you to evaluate the following statements and tell us whether you agree or disagree with them using a scale of 0 to 10 where 0 is Strongly Disagree and 10 is Strongly Agree? (General Evaluation) Base: Citizen/PR = 1001
PROJECT GRACIOUS SETTING THE CONTEXT
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Singaporeans’ Perception of Self vs Others Others, 8-10 rating
Graciousness
Self, 8-10 rating
Perception gap
CITIZENS/PR
WP/EP
TOURISTS
Singaporeans consistently rank others lower when compared to themselves. • This echoes findings where a significant segment feels they have done a kind act • They give harsher ratings to other Singaporeans but are more forgiving towards themselves • When compared to WP/EP & Tourist segments, Singaporeans have a significantly larger perception gap between themselves and other Singaporeans – they are really harsh on other Singaporeans! Q. Using a scale of 0 to 10 where 0 is Very Poor and 10 is Excellent, how would you rate yourself overall in terms of how gracious you think you are, relative to others in general? Q. Based on your overall experiences living in Singapore, how would you rate the level of graciousness of Singapore on a scale of 0 to 10 where 0 is Very Poor and 10 is Excellent? Base: All Respondents, n = 1404 (Citizen/PR = 1001, WP/EP = 202, Tourists = 201)
PROJECT GRACIOUS RECOMMENDATIONS
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What Singaporeans Want to See
Public responsibility vs Personal responsibility
Singaporeans say education is key to improving graciousness • A significant number feel that the responsibility to inculcate graciousness falls more on the government and schools, rather than on themselves. Q. How do you think Singapore can improve on its overall level of graciousness? Base: Citizen/PR = 1001
PROJECT GRACIOUS RECOMMENDATIONS
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“How did we perform?”
Overall Evaluation: Have We Improved? (Citizen/PR)
Q. Compared to your experiences/impressions over the last 12 months, do you think the level of graciousness in Singapore has...? Base: Citizen/PR = 1001
PROJECT GRACIOUS OVERALL EVALUATION
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Country Ranking: How does Singapore compare? Citizen/PR
WP/EP
Tourists
Foreign workers and Tourists view us more highly than we view ourselves • Japan and Thailand are considered gracious societies, but Singapore is held in better regard by foreigners compared to locals. Q. In your opinion, what are the top 3 countries that boast the most gracious societies. Please rank them Base: Segment breakdown by Citizen/PR = 1001, WP/EP = 202, Tourists = 201)
PROJECT GRACIOUS SETTING THE CONTEXT
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Singaporeans’ Top/Bottom 5 Behaviours 1) Willingness to extend a helping hand to family members 2) Show basic manners and consideration to family members 3) Willingness to respond to charity causes
4) Willingness to help fellow students 5) Are considerate and respectful of the religious sensitivities of the different races‌
5) Generally display safe and considerate behaviour when cycling 4) Do not talk on phone loudly in lifts or buses/trains 3) Display safe lane etiquette while driving 2) Show consideration towards others on public transport 1) Display considerate dining etiquette
PROJECT GRACIOUS 2011 PERCEPTIONS SCORECARD
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Where Do We Most Need To Improve? (Citizen/PR)
Areas that need improvement, in order are:
Public transport is the area that needs most improvement. Q. Imagine that you have 100 points to allocate, could you give each of the listed areas a score that represents the required level of improvement in graciousness i.e. the more an area needs improvement, the more points it should get and vice versa? Base: Citizen/PR = 1001 | Drivers, n = 388 | Students, n = 173 | Working, n=765
PROJECT GRACIOUS APPENDIX
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Graciousness Index Summary of Findings
The Graciousness Index
2009 2010 2011 Old Graciousness Index: 58
Old Graciousness Index: 61
New Graciousness Index: 60
A Stable Graciousness Index *Using 0-10 scale for 2011 and 1-10 scale for 2009/2010
PROJECT GRACIOUS THE GRACIOUSNESS INDEX
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Summary of Findings
Huge perception gap
• Singaporeans are consistently very harsh on other Singaporeans yet extremely forgiving towards themselves – double standards?
Singaporeans think they do kindness
• Many Singaporeans feel they have done kindness, but very few recognise it. Is there a need for them to set higher standards for themselves when it comes to being kind to others?
Lack of personal responsibility
• Many Singaporeans indicate that public education and schools, rather than personal responsibility, are key to improve graciousness
Public transport issues still a concern
• Areas that involve high human/vehicular traffic rate badly, especially public transport issues which are Singaporeans’ pet peeve
PROJECT GRACIOUS CONCLUSIONS
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SKM wants Singaporeans to …
Be more self-conscious
• Mobile technology keeps us connected online, but we should remain aware of the needs of the people around us, and how our actions may impact them
Recognise and appreciate kindness and graciousness around us
• Singaporeans should recognise that small, simple acts of kindness also have an impact on our lives, and should be acknowledged.
Start educating kindness and graciousness at home
• While government and schools have a key role in inculcating values, adults also have an active role to teach and reinforce positive values within the young when at home.
PROJECT GRACIOUS CONCLUSIONS
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Thank You