Graciousness Index 2012 Prepared by Blackbox Research For the Singapore Kindness Movement March 2012
The Road to Graciousness
1996
2001
PM Goh Chok Tong, New Year’s Speech 1996 “To have a gracious living environment which matches our material prosperity, we must improve our social behavior.” “Let us now complement our economic achievements with social, cultural and spiritual development. Then by the 21st century, Singapore will be a truly successful, mature country, with a developed economy and a gracious society.”
2008 SKM conducts the first national Graciousness Index
National Courtesy Campaign is subsumed under Singapore Kindness Movement (which was founded in 1997)
An effort to measure how gracious a society Singapore is Graciousness Behaviour that is consistent with social standards and expectations based on the time, place and people around you
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The Graciousness Index is derived from SKM’s Kindness Model
Graciousness Social behavior
Kindness Intrinsic Attitudes
Able to measure
Easy to promote, hard to measure
Singapore Kindness Movement’s Kindness Model
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What is the Graciousness Index? Experience Acts of graciousness carried out, witnessed and performed
Kindness Intrinsic Attitudes
Able to measure
Easy to promote, hard to measure
Singapore Kindness Movement’s Kindness Model
The Singapore Kindness Movement’s Graciousness Index
Perceptions Compiled & weighted
Graciousness Social behavior
How we perceive our fellow citizens in terms of consideration, courteousness and displays of appreciation / gratitude
Evaluation Are we becoming more or less gracious?
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Tracking the Index 2009-2012 Over four years, the Index has shown the level of graciousness to be relatively stable. For 2012, the Index stands at 61, indicating a small rise from the previous year’s 60.
2009
2010
2011
2012
58
61
60
61
▲ 3
▼ 1
▲ 1
4 years of the Graciousness Index 5
2012 Index Highlights
2012
61
Men
Women
Under 40 years old
Above 40 years old
61
60
60
62
Story Highlights
Graciousness sensitivity rising fastest amongst the young
Middle class households more attuned to gracious behavior
Singaporeans still think graciousness on public transport falls short
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Index Study Insights 2012: Gen Y Gains
Graciousness Ratings
▲ 0.4
Gen Y (those aged 16-29 years) showed the greatest increase in graciousness amongst Singaporean adults of all ages.
6.1
▲ 0.1
Gen X has been overtaken by the generation behind them (Gen Y) in terms of their sensitivity to gracious behaviour.
6.7
▲ 0
Older Babyboomers still score highest overall, but there is no increase (or improvement) this year.
6.3 Gen Y (aged 16-29 years)
Gen X (aged 30-50 years)
Babyboomer (aged above 50 years) Gen Y base, n=387 | Gen X base, n=706 | Babyboomer base, n=307
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Gen Y: The Gracious Generation?
“I think being young doesn’t mean we can’t set an example for the elderly – sometimes they can be old and grumpy. And also [I believe] in being a role model for other kids like primary school students who look up to us.” 18-24yo, Male
“I think we advertise the bad points too much. Even on Stomp, people like to take photos of those who don’t give up their seat, but what about those who do give up seats?
“I think values will drive behaviour, so ultimately you need to cultivate a good value system in kids.
You do 10 good things nobody will praise you. You do 1 bad thing, that’s it, you are famous.”
Let’s say being considerate. What behaviours will come out of that? You will give up seats, you will help people hold the lift, keep left on the escalator. It becomes a way of life.”
25-30yo, Female
25-30yo, Male
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Index Study Insights 2012: Middle Incomers Driving Graciousness This year’s results show that it is Singapore’s growing middle class who are most conscious of gracious behaviour. Are they leading the way in setting new standards of social behaviour?
All Singaporeans
Graciousness Ratings 2012
6.3
By Monthly Household Income Lower Income
Middle Income
Upper Middle to High Income
6.2
6.5
6.1
(Less than $3k)
($3-$7k)
(More than $7k)
Below $3k, n=394 | $3k-$7k, n=544 | Above $7k, n=462
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Index Study Insights 2012: Travel Behaviour Still Bugs Us Behavioural Norms: How do we rate ourselves? We’re Good
Need to Improve
6.6
Respect for other religions and races
5.3
Make space for incoming passengers when taking public transport
6.5
Thanking those who have helped us
5.3
Give way on the road
5.4
Allow others to alight/board public transport first
6.2
Simply saying ‘excuse me’
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Experience of Graciousness Received act of graciousness
Gender
Age
Carried out act of graciousness
Witnessed act of graciousness
Men
Women
Men
Women
Men
Women
66%
65%
84%
81%
73%
72%
Under 40yo
Over 40yo
Under 40yo
Over 40yo
Under 40yo
Over 40yo
64%
68%
80%
86%
70%
75%
A8a. Have you been a recipient of a random act of graciousness in the last 6 months? | A8b. Have you done a random act of graciousness in the last 6 months? A8c. Have you witnessed a random act of graciousness in the last 6 months?
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Major Drivers & Barriers of Kindness
The Kindness Definition Any voluntary action with an unselfish intention to benefit others that comes from the heart, and does not expect anything in return
Barriers
Drivers
The top drivers of kindness showed an inclination towards its positive effects on mental and emotional well-being, as well as being aligned with a standard of morality. Barriers were usually associated with a lack of knowledge or ability.
18%
14%
13%
12%
9%
It is the natural/moral thing to do
It makes me happy
It makes me feel good
I feel compassion for others in need
It adds meaning to my life
19%
17%
10%
10%
7%
I am not sure whether the person is in genuine need of help
I am suspicious of whether it is a fraud or not
I am not sure how to help
I don’t have the money
I am afraid of experiencing unnecessary trouble
A2. Please rate the following reasons in terms of the influence it has over you in motivating you to do kindness. (Rank allocation) reasons in terms of the influence it has over you in motivating you not to do kindness. (Rank allocation)
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A3. Please rate the following
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Major Drivers & Barriers of Graciousness
The Graciousness Definition Behaviour that is consistent with social standards and expectations based on the time, place and people around you
Barriers
Drivers
While drivers of Kindness and Graciousness are very similar, their barriers are markedly different. Interestingly, the top barrier reveals a latent belief that recipients of graciousness should be deserving.
9%
8%
7%
6%
5%
Right thing to do
It makes me feel good
It is natural
Others needed it
To help others
11%
10%
4%
3%
3%
Don't deserve my graciousness
No time, or in a rush
I am too reserved/ shy
Too tired
Too busy or engrossed with other things to notice
A2. Please rate the following reasons in terms of the influence it has over you in motivating you to do kindness. (Rank allocation) reasons in terms of the influence it has over you in motivating you not to do kindness. (Rank allocation)
|
A3. Please rate the following
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Index Study Insights 2012: Different Perspectives on Graciousness
Young Adults More sophisticated viewpoints
Higher Income Earners Give something back
“For me graciousness is done in good taste. Good taste as in, it is accepted by society and reflects well on a person.”
“Singapore has the highest density of well-todo and they should lead in doing charity work and philanthropy.”
18-24yo, Female
35-44yo, Male
Older & Wiser Age brings greater understanding
“I think when you grow older, you tend to be kinder. You are more gentle. Somehow, you see more maybe, as you grow older, maybe you mellow down.” 50-54yo, Male
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Appendix
Target Respondent Sample The index covers a comprehensive cross section of Singapore society, including Permanent Residents and long-term pass holders. The sample size was a statistically robust and nationally representative n=1,200. A sample of 200 tourists were also polled for additional analysis but their responses are not factored in the actual Index.
Citizens
Citizens
Citizens
Citizens
PR
WP/EP Tourists
Citizens
PR
WP/EP Tourists
2011 & 2012
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