Singaporeans losing interest in brand advertising, social media messaging

About 48% cannot recall the last time an ad stood out to them.

Nearly half of Singaporeans or 49%, said they ignore brand advertising or social media messaging, a number that climbs to 57% amongst those under 30, according to a new report by Blackbox.

About 48% cannot recall the last time an ad stood out to them, with young consumers again showing the lowest receptivity at 55%.

Analysts suggested that traditional brand communications are increasingly tuned out in an “attention economy” where consumers, especially younger ones, have grown adept at filtering out marketing noise.

The report also showed that a majority of Singaporeans or 51%, feel most brand messaging today “feels fake or tries too hard.”

More than half or 56%, also dismiss the concept of “brand trust” as empty rhetoric.

When asked directly, half of all respondents — and nearly two-thirds of those under 30 — said they trust people they know more than they trust brands.

The findings point to a widening gap between what companies say and what consumers believe.

Singaporeans said that two qualities determine whether a brand message resonates is honesty and proof.

Respondents favor messaging that feels unscripted and is supported by tangible evidence or data.

By contrast, clever slogans and polished campaigns are seen as insufficient to build credibility.

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

Moreover, traditional surveys also frustrate many. Respondents cited long forms and repetitive questions as major pain points.

Six in ten say they would be open to speaking with an AI interviewer, rising to 70% amongst younger consumers, though a quarter still prefer a human voice.

The study concluded that brands face a “double-disconnect”, struggling both to break through consumer apathy and to listen meaningfully to their audiences.

To bridge this gap, it recommended that marketers and researchers shift from surveys to conversations, treating consumers as participants rather than passive respondents.

It also urged brands to build authenticity into every interaction by moving away from empty rhetoric and focusing on unscripted, evidence-backed messaging.

Finally, it cited the potential of AI, noting that whilst technology can deliver speed and scale, it must remain human-like — empathetic, responsive, and real.