Following the Singapore Budget 2025 Statement, Singapore’s longest-serving bank POSB has launched a new money habits campaign together with its lead creative agency The Secret Little … read moreAgency. Through the lens of a poignant mother-son relationship that evokes a bittersweet reflection of life, it encourages viewers to view financial planning as the ultimate act of care for one’s future. The campaign is the latest effort in a series of initiatives specially developed by the bank to highlight the importance of financial wellness among consumers and advocate for action. It reinforces findings from a recent DBS study, which revealed that gen zs and millennials aged 25 to 44 are falling behind their older counterparts in building their nest egg for their later years as they increasingly shoulder heavier liabilities. In fact, the survey found that those aged 35 to 44 are the most stretched as they must balance the demands of raising children, supporting ageing parents, and advancing their careers. This often compels them to prioritise short-term financial needs over long-term retirement planning.
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