In Singapore, consumers' number one goal is to be happy. Credit: Oleg Magni via Pexels.com The Power of Brand Relationship Design, released today by R/GA Singapore, reveals a growing loyalty crisis in Singapore. Despite widespread recognition of digital services, a range of basic, psychological and human needs are failing to be met. When compared with other Asia Pacific countries surveyed in the report, Singapore emerges top with the highest number of respondents (43%) saying their #1 personal goal is to be happy and they buy products to achieve that goal, and ranks second globally. The report also pointed to the environment and sustainability as the most important cause area for people in Singapore, when it comes to causes they would like to see more brands and businesses supporting, scoring higher than ‘mental health’ and ‘physical health’.