A REPORT ON THE PERSPECTIVES OF YOUNG MALAYSIANS

Youth
Perspectives
A REPORT ON THE PERSPECTIVES OF YOUNG MAL AYSIANS
Table of Contents
04
Foreword
06
Message From
The Main Sponsor
08
Research Methodology
And Demographics
12
Top 5 Facts And Implications
5 Key Facts About Young
Malaysians
5 Key Implications for
Organisations
16
Focus 1
Media Consumption Habits
28
Focus 2
Purchasing Behaviour
36
Focus 3
Talent and Career
44
Appendix
Acknowledgements
Profile of Partners
Youth Perspectives is a project initiated
by Perspective Strategies in partnership
with CENSE and AIESEC in Malaysia.
In this nationwide research, we attempt
to understand young Malaysians’
media consumption habits, purchasing
behaviour, as well as their assessment
of talent and career opportunities.
The best way to understand their
perspective is to ask them, listen
to what they say, observe what they
do and learn from them.
Youth Perspectives provided the platform
to more than 2,000 young Malaysians to
voice their opinions.
Let us now invite you to meet your
new customers, employees and key
stakeholder.
2
YO U T H P E R S P E C T I V E S
A Project by
In Partnership with
Main Sponsor
Co-Sponsor
Design Partner
All rights reserved. No part of this publication
may be reproduced, whether in whole or in part,
without prior written consent of Perspective
Strategies Sdn. Bhd.
Project Secretariat
Perspective Strategies Sdn. Bhd.
3A09, Block C, Damansara Intan,
No 1, Jalan SS 20/27, 47400 Petaling Jaya,
Selangor Darul Ehsan, Malaysia
T 603 7491 3138
F 603 7733 3138
E info@perspective.com.my
www.perspective.com.my
FO R EWO R D
Six years ago, we first wrote about the importance
of listening as part of the stakeholder engagement
process (the article was published in the January 2009
edition of the Management Magazine). Even back then,
we had emphasised how critical it was for organisations
to listen to their stakeholders if they hoped to build
meaningful relationships with them.
This rule has not changed.
In fact, in today’s fast-paced and ever-changing
communications landscape, it becomes even more
important to engage stakeholders in meaningful and
multi-channel dialogues. This is because today’s
stakeholders can quickly lose interest or express their
frustration in a very open and immediate manner.
In that article, we said, “tak kenal maka tak cinta” – to
remind organisations how important it was for us to
know our stakeholders. Ultimately, without embarking
on a listening exercise, organisations would simply be
guessing what their stakeholders want or expect of them.
Youth Perspectives came about when our team
was actively supporting clients on Corporate Social
Responsiblity (CSR) and Youth Engagement
initiatives. We asked ourselves these questions:
Shouldn’t we leverage on our close relationship with
the youth to listen to their voices? Shouldn’t we know
our stakeholders better if we are to engage them in
a sustained and meaningful way?
The answer was obvious.
Whilst we would like to hear the youth’s perspectives
on as many areas as possible, we narrowed down our
focus into three areas, namely their media consumption
habits, purchasing behaviour and finally, talent and career
aspirations. These areas are current topics that are often
discussed, given the profound implications they bring
to organisations.
From the onset, we had wanted a study that is robust
and meaningful. Hence, we undertook a nationwide
survey that included Sabah and Sarawak. We had also
wanted to ensure that it was not just an online survey –
seeing that we needed to conduct focus groups to help
us gather more qualitative data.
We are pleased to have polled a total of 2,021 Malaysian
students in higher education from all over the country.
We also conducted 11 focus group sessions with 104
students in Peninsular and East Malaysia.
We are excited to share this report with all of you and
we hope you will find the data useful in understanding
the future leaders of our country. This report will certainly
give you comprehensive insights into the perspectives
of Malaysia’s youth who will be entering the work force
over the next 12 to 24 months. Unlike global reports, this
study zooms into the perspectives of youth in Malaysia.
We must record our sincere appreciation to the
sponsors and partners of this project. The research
project would not have been possible if it had not for
the generosity of our sponsors, AIA Berhad and Nippon
Paint Malaysia Group. Their support for the project
truly reflects their positions as the leading insurer and
coatings provider in Malaysia as well as Asia respectively.
It is also a testimony of their commitment to understanding
the views and aspirations of their future customers,
employees and stakeholders.
Importantly, we must thank CENSE and AIESEC
for partnering us in this initiative. CENSE had been
truly supportive of the idea to kickstart this project,
contributing not just financial resources but its expertise
in research as well. The support from CENSE right from
the beginning of the project planning stage has certainly
been the key pillar to its successful implementation.
We wish to also express our gratitude to AIESEC for
working with us and, sharing their extensive network as
Malaysia’s largest youth-run organisation.
Lastly, on a personal note, I would like to thank the
working team of Youth Perspectives – Kek Soo Beng,
Tan May Lee, Eric Lai, Octavian Marinescu, Joshua
Lim, Choo Yao Chang, Annitha Anthony and Chloe
Ooi. It was their commitment and hard work that
made this project a success. Thank you team!
Andy See Teong Leng
Managing Director
Perspective Strategies
M ESSAG E FR O M
TH E MAI N S P O N S O R
Much has been written about how the next generation is
profoundly shaping and reshaping our world; never has
this proven to be truer than in the realm of marketing,
where the future firmly lies with the younger generation
of consumers.
At AIA, building affinity with this group is a key priority
as Malaysia has a large, young insurable population.
The fact is that there is a tendency among the younger
generation to think that their youth and vigour will shield
them from unfortunate events, or help them quickly
bounce back should something bad happen. For this
reason, many tend to put off financial planning, thinking
they have many years ahead to start tackling these
serious issues.
However, statistics show that one’s youth does
not prevent misfortune: Close to 50% of accident
casualties involve those in the 16 - 35 age group.
Non-communicable diseases are also becoming
increasingly more prevalent among the younger
generation.
A survey conducted in 2013 also found that 37% of
young Malaysians were living beyond their means,
while 47% use more than one-third of their monthly
income to pay off their debt.
As The Real Life Company, we see that we can play
a role in educating the next generation of consumers
much earlier about the need to secure their future by
having adequate protection and savings plans.
To do this, we must have a better understanding about
what drives them, who influences them, what concerns
them and how best to connect with them. We hope
that this book will contribute some key insights into the
minds of young Malaysians on the cusp of joining the
workforce.
Much of AIA’s focus and initiatives in recent years
has been targeted at the younger generation as they
represent the future of our business, our community
and our country.
We believe that real life never stops changing, and so
we want to help our next generation of customers to
plan, protect and prepare for life.
Lastly, my congratulations and sincere thanks to the
teams from Perspective Strategies, CENSE and
AIESEC on this successful collaboration.
Regards,
Thomas Wong
Chief Marketing Officer, AIA Bhd.
Research Methodolgy
And Demographics
Research Methodology
Youth Perspectives
was conducted between
January and March 2015 via:
2,021 completed
responses from both
hard copy and online
questionnaires
Age
17
0.1%
18
2.2%
11 focus group sessions 19
with 9 to 11 students each
20
Gender
39.0%
Male
61.0%
Female
14.0%
24.7%
21
23.3%
22
14.1%
23
10.9%
24
4.8%
25 & above
5.9%
Ethnicity
55.6%
37.1%
Bumiputera
5.2%
Chinese
Indian
2.1%
Others*
*Mixed-parentage and other
ethnic minorities in Malaysia
States
Perlis
0.8%
Terengganu
Kedah
6.4%
Penang
6.6%
Kelantan
5.8%
2.7%
Johor
11.0%
Perak
11.5%
Pahang
5.3%
Negeri
Sembilan
3.2%
Selangor
18.3%
Putrajaya
0.1%
Malacca
Kuala
Lumpur
10.9%
3.1%
23.1%
53.0%
Rural
23.9%
Town
City
Labuan
0.4%
Sabah
8.2%
Sarawak
5.7%
WHO
WHERE
WHAT
WHEN
HOW
Top 5 Facts
And Implications
5
1.
2.
3.
4.
5.
KEY FACTS ABOUT YOUNG MALAYSIANS
The smartphone is their best friend.
Close to 100% of young Malaysians own a smartphone. This
goes beyond just smartphone obsession, as they love being
digitally-connected constantly.
Young Malaysians are discerning and sceptical
of information provided.
With easy and infinite information at their fingertips, they
actively verify information from multiple sources, be it from the
Internet, traditional media or conversations with their families
and friends.
The views of families and friends matter most.
Young Malaysians make decisions about their career
options, finances and purchases based on their families
and friends’ recommendations and advice.
Young Malaysians want to go abroad.
Give them a ticket and they are ready to go. A total of
70.4% of respondents want to migrate overseas to
work, signalling the continuing brain drain dilemma in the
country. Many expressed that they are attracted by the
opportunities abroad while 30.8% of them are encouraged
to migrate following their families’ advice.
Majority feel ill-equipped for the workforce.
Future graduates identified poor language and
interpersonal skills as their weaknesses. These skills
gaps are seen as hindering their career opportunities and
progression.
$
5
KEY IMPLICATIONS FOR
ORGANISATIONS
1.
2.
3.
Meet your new employee. Yes, and their parents too!
Young Malaysians are guided by their parents’ preference
when it comes to their career options. While organisations in
the past have involved employees’ spouses and children in
social activities, parents are now important stakeholders in the
recruitment of young talents.
Salary and benefits ATTRACT but a compelling
reputation RETAINS.
While money remains as one of the most important factors
job seekers look for, it is not a critical component in building
brand loyalty. Retention has far more to do with management
style and company culture. As such, organisations will need to
look beyond remuneration-based packages to motivate young
talent.
Reputation is more credible when conveyed by
trusted third parties.
When it comes to influencing youth, nothing beats wordof-mouth. Young Malaysians trust their families and friends
above all forms of media channels and advertising. As a result,
organisations would need to creatively seek ways to better
connect with youth as well as their families and friends at the
same time. Talent development is an area that organisations
can look into when developing engagement opportunities
while enhancing its reputation.
4.
5.
Messages need to be consistent across all platforms.
Young Malaysians utilise many platforms to validate information,
be it websites, newspaper, magazine or even word-of-mouth.
To be a trusted brand, an organisation needs to communicate
a consistent brand value and behaviour across all platforms,
which ultimately can be echoed by the community.
Activate and engage meaningfully.
Organisations would need to start engaging youth
beyond traditional and digital platforms to create meaningful
relationships with them. However, organisations need to
take effort to dispel the misconception that their long-term
engagement initiatives are more than just publicity stunts.
TALENTS
FO C U S 1
Media
Consumption Habits
YOUNG, MOBILE AND SCEPTICAL
This is a generation who is young, mobile and
possesses the ability to question. Close to 100%
of young Malaysians own at least one smartphone.
For them, it is an essential tool to access infinite
services and information as well as to stay connected
to the world.
Riding on this new wave of connectivity, organisations
are also aggressively rushing to increase their online
presence to better connect and engage with their
stakeholders.
But are digital engagements really the most effective
platform to connect with young Malaysians? Are they
meaningful and useful? Perhaps there is a need to take
a closer look.
APRIL
DIGITAL: YOUTH’S
CONNECTION TO THE WORLD
“Because we rent a room, we
get our information through
social media. We do not own a
television.”
For most students, their first time living away from home
happens during college and university years. This is particularly
true for undergraduates in local public institutions of higher
learning. It is also during these years that they start to define
their personal media consumption habits, as they become more
independent living on their own.
In this regard, traditional mainstream media (television, radio,
magazines and newspapers), which are customarily purchased
by their parents, are struggling to compete for the attention
of youth in universities. Approximately 28.4% do not read the
newspapers while more than 30.0% do not listen to the radio
and watch television. As a media platform, magazines are seen
to be suffering the most, with 45.4% of youth admitting that they
have not picked up a copy to read in the past week.
In the absence of newspapers and television, many respondents
turn to the Internet as their main source of information. In fact,
53.7% spent more than five hours a day on average hooked
on the Internet, and that time is only expected to increase even
further.
THE INTERNET: CROWDED,
CLUTTERED AND CONFUSING
“Social media channels have too
much information. I don’t know
which is real.”
Given that young Malaysians are constantly connected
to the Internet, does this mean that they are getting
more information online?
Yes, but with qualifications.
Young Malaysians see the Internet as no more than a platform
to connect with friends via social media and to be updated on
news. Even though they spend many hours a day on the Internet,
the majority do not trust information published online from a
single source. In fact, whilst social media is part of the daily lives
of young Malaysians, the trust level is the lowest (9.2%)
as compared to parents and relatives (72.9%).
Instead, word-of-mouth between
families and friends remains as the
most trusted source of information
even for this digitally-savvy generation.
It is important to note that in today’s
context, word-of-mouth also includes
modern communications platform such
as instant messaging applications,
emails and social media.
“I actually trust information from
the newspapers and television
because the content is checked
through. Of course, it depends
on the type of content.”
They also view print and broadcast media as “validated”,
“authorised” and reliable sources, although they qualified this
reliabilty by adding that it depends on the type of information
provided.
In our focus groups, young Malaysians agreed that they need to
refer to various sources to verify the information they received.
They cited political news as an example that they will read from
both the mainstream media and online portals to get a fairer view.
THE VOICE OF YOUNG MALAYSIANS
The pervasive nature of social media and online platforms has
enabled and empowered individuals to broadcast their message
to an audience wider than ever before.
r
r
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published on mainstream media or major online
news portals
OH]LJHSSLKHSP]LYHKPVWYVNYHTTL[V
express his or her opinion
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that eventually went viral (shared more than 100
times)
While these percentages may look small, the influence and
difference that young voices can command should never be
underestimated. These are the voices of the young, ambitious
and vocal individuals in Malaysia, and they are not afraid to let
you know what they think.
This requires a fundamental change as to how organisations can
better leverage on the Internet to engage young Malaysians who
are increasingly sceptical and overloaded with information online.
Gadget-Obsessed Malaysians
96.4%
16.9%
36.7%
95.0%
carry a smartphone
own more than one
smartphone
own at least one
tablet
own a laptop
Smartphone Ownership:
Location is not a factor!
5.0%
15.0%
80.0%
4.0%
17.0%
2.0%
18.0%
4.0%
17.0%
Rural
79.0%
Sub-urban
80.0%
Urban
1 unit
79.0%
Total
22
The penetration rate of
smartphone is equally high for
young Malaysians living in rural
and urban areas, reinforcing
the fact that smartphone is
now an essential daily item.
YO U T H P E R S P E C T I V E S
More than 1 unit
No
An Always-Online Generation
93.0%
53.5%
go online
daily
“I just read the
newspaper
from the
library or the
restaurants,
I rarely buy it.”
3.3%
are constantly online
more than 5 hours a day
go online
weekly
45.4%
28.4%
do not read the
magazine
do not read the
newspaper
50.0%
75.0%
43.0%
39.0%
43.0%
36.0%
92.0%
26.0%
12.0%
18.0%
26.0%
97.0%
21.0%
8.0%
16.0%
32.0%
93.0%
25.0%
12.0%
19.0%
Undergraduates are online more often than
Form 6 students (media accessed more than one hour a day)
Form 6
(High school)
Private
Universities
Public
Universities
Total
Television
Internet
Radio
Magazine
Form 6 students consume
more information from
television, radio, magazines
and newspapers compared to
undergraduates. The majority
of them continue to live with
their parents, and they would
have access to the types of
media selected and purchased
at home.
Newspaper
A R E P O R T O N T H E P E R S P E C T I V E S O F YO U N G M A L AYS I A N S
23
The Internet reaches out to all races in Malaysia
(media accessed more than one hour a day)
30.0%
26.0%
12.0%
16.0%
Malay
93.0%
31.0%
21.0%
7.0%
19.0%
Chinese
95.0%
Traditional media is becoming
less important as a news
source for young people.
This trend cuts across the
racial groups polled. With more
youth spending less time with
print media and more on digital
platforms, the key takeaway for
organisations is clear; you have
to be as active online as the
audience you are chasing.
39.0%
31.0%
9.0%
21.0%
Indian
Television
Internet
Radio
Magazine
Word-of-Mouth Is King
“Taking from one
source means only
one perspective.
We need multiple
perspectives.”
56.0%
agree that social media
is an important tool
to be updated on new
products and services.
However, only
9.2%
view it as a credible
source of information.
24
YO U T H P E R S P E C T I V E S
91.0%
8.2%
Newspaper
Young Malaysians gave the highest trust ratings to their families and friends
(Level of trust based on sources)
3.6%
2.9%
31.9%
19.3%
1.2%
7.5%
35.6%
42.3%
Friends/Classmates
3.9%
6.2%
23.7%
18.5%
22.5%
37.2%
46.8%
Parents/Relatives
Broadcast media
(e.g TV, radio)
1.0%
8.2% 10.0%
2.5%
6.2%
22.4%
23.9%
26.0%
47.5%
42.3%
Print Media
(e.g Newspapers, Magazines)
Not at all trusted
3.5%
6.1%
21.1%
33.3%
Social Media
Somewhat trusted
Online News Portal
Neutral
“Everything on social media
is glossed over to make it
look beautiful and viral.”
“I think we have come to a
point where we got jaded due
to having too many messages
bombarded at us.”
42.9%
Trusted
Very trusted
Even though the amount of time spent on the Internet
/ social media is rising exponentially, it falters when it
comes to commanding the trust and credibility among
the young. Across all digital and traditional media
platforms, the low level of trust is more pronounced.
Discerning young Malaysians obtain and verify their
information using a combination of old media, new
media and old-fashioned conversations with friends
and families. As such, organisations need to ensure
their messages are consistent to each stakeholder
across an integrated communications approach.
A R E P O R T O N T H E P E R S P E C T I V E S O F YO U N G M A L AYS I A N S
25
Facebook Remains As The Most Popular Digital Platform
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Percentage of Malaysian youth on social media for more than an hour a day:
Malay
Chinese
89.0%
58.0%
34.0%
14.0%
17.0%
60.0%
56.0%
51.0%
34.0%
31.0%
Other Bumiputera
Total
63.0%
72.0%
41.0%
31.0%
39.0%
Male
73.0%
59.0%
43.0%
26.0%
26.0%
Female
78.0%
66.0%
37.0%
25.0%
21.0%
69.0%
54.0%
47.0%
26.0%
29.0%
Total
84.0%
62.0%
40.0%
24.0%
25.0%
Overall, a larger percentage of
young Chinese and Indians use
Facebook compared to Malays.
More young Malays are active
Instagram and Twitter users.
Male and female behaviour
differs when it comes to social
media. More males (78.0%) are
on Facebook for at least an hour
everyday compared to females
(69.0%). Males also spend more
time on YouTube, with 66.0%
clocking an hour versus 54.0%
of females. Meanwhile, Instagram
holds more traction with young
female audience.
As such, for organisations
targeting females, efforts
should also be concentrated on
Instagram. For those targeting
males, energy should be focussed
on Facebook and YouTube.
73.0%
59.0%
43.0%
26.0%
26.0%
26
Indian
YO U T H P E R S P E C T I V E S
A R E P O R T O N T H E P E R S P E C T I V E S O F YO U N G M A L AYS I A N S
27
FO C U S 2
Purchasing
Behaviour
GETTING INTO THEIR POCKETS,
THROUGH FAMILIES AND FRIENDS
With the rise of the Internet, the way people buy products
and services has dramatically changed over the years.
While search engines are the most popular source of information,
word-of-mouth recommendations from families and friends remain
the most influential source of information for those looking to
purchase products and services. Use of social influencers and
celebrity endorsement reside lower in the trust ranking.
Nevertheless, this does not diminish the importance of social
media. Families and friends are youth’s number one source,
but conversations on social media and reviews on online forums
continue to rise as a key channel for youth accessing that
important information.
E-COMMERCE IS UNDERUTILISED
E-commerce is booming but is it changing youth’s purchasing
patterns? Young Malaysians generally still have low purchasing
power as they largely depend on their parents financially. A total
of 54.9% or more than half of young Malaysians have shopped
online only once every four to six months.
Physical stores remain a key channel for young Malaysians. For
them, sensory experiences, like touching, are a fundamental part
of shopping. This is particularly essential for certain items, such
as gadgets and clothing.
In fact, many young Malaysians revealed in focus groups that
they typically learn about the product online first then obtain
more information from the Internet and through word-of-mouth
before making a purchase at a physical store.
DOES CSR REALLY MATTER?
Certainly. A large percentage of young Malaysians accepts a
brand and product that serves to benefit a cause they believe
in, and they are also willing to fork out more for an item that is
“sustainable” and “green”.
But before organisations rush to integrate social responsibility
into their business models to generate new revenue streams
and improve their reputation, it is essential for organisations
to ensure their intentions are genuine as young Malaysians
can be sceptical of the corporations’ motives.
ENGAGE INSTEAD OF “ANNOUNCE”
Focus group respondents noted that while the use of
personalities, advertisements and social media announcements
help create noise and buzz, they view it as a “one-way”
announcement to build brand awareness and an attempt to
charge premium prices.
With so much ‘push’ content in both social media and traditional
media, they argued that organisations lack the meaningful brand
engagement that they seek.
Thus it is important for brands to create a platform that promotes
two-way communications with its stakeholders. This platform
should also embody all the core values of the brand when
engaging with stakeholders. A brand positioning created through
values is more engaging and sustainable compared to one that
is premised on advertising and promotions.
Families And Friends Matter Most!
When making a purchase decision…
80.6%
77.0%
BUY!
BUY!
would seek their
friends’ review
35.0%
YES?
NO?
would consult
their families
TRUST
ME
are influenced by
influencers’ review
on social media
In focus groups, young
Malaysians prefer the “good
old” word-of-mouth reviews
from their families and friends
who are perceived to have a
balanced and fair view.
While understanding the
reviews about your brand
and product is important,
organisations need to look
into direct and meaningful
engagements to capture the
interest of target consumers.
“We can’t really trust content from social media alone
because there is a high chance reviews and write-ups
are sponsored.”
77.0%
would repurchase an
item following the
first positive buying
experience
75.3%
seek advice from
parents and
relatives when it
comes to personal
finance.
This makes creating a positive experience on the
first purchase important as getting it right the first
time will ensure that customers come back. It is also
paramount for organisations to provide avenues
for feedback to continuously improve customers’
experience right from the start.
32
When asked who they trust most for information on
money matters, majority identified their parents and
relatives as the top choice for information. Thus the
most effective method for financial products to reach
young Malaysians is through the endorsement of
family members.
YO U T H P E R S P E C T I V E S
Are We Overestimating Celebrities’ Influence?
While young Malaysians may follow the news of their
idols and are aware of the endorsed brands, it may
not necessarily influence the final purchase decision.
This finding clearly supports the earlier result on
media consumption, in which today’s young Malaysians
demand meaningful engagements in order for them to
act upon the information they hear and see.
Only
16.8%
CR have purchased
an item because a
celebrity endorsed it
For brands to truly engage their consumers, it goes
beyond celebrity endorsement, as it merely creates
the awareness. Ultimately, it is the brand experiences
personally or from families and friends that finally earn
the trust of young Malaysians.
“We may follow our idol, but we
won’t necessarily buy what they
endorse.”
Placing Their Money Where Their Heart Is
36.1%
are willing to pay more
for products and services
provided by companies that
are committed to positive
social and environmental
impact
Young Malaysians are saying loud and clear that
a brand’s social purpose is an important factor that
can influence purchase decision. A good corporate
reputation not only drives sales but provides a lasting
reputation for the organisation.
However, there is a large proportion of youth who
needs to be convinced on how “genuine” these
companies are. Two-thirds of the respondents are
indifferent or unwilling to pay for products claimed
as “sustainable” or “green.
44.4%
have made a purchase in
support for a charitable
cause or from a socially
responsible company
This creates a challenge for organisations in developing
CSR programmes that balance societal values with business
objectives, and more importantly beyond lip service. As a
consumer, only 14.0% of young Malaysians are confident that a
product labelled as “green”, “sustainable” or “charitable” lives up
to its claim. Given the high scepticism among the young, these
organisations have to ensure that their CSR intentions are not
only engaging but more importantly, genuine.
“I feel that when a product is
labelled green or charitable,
it is merely marketing.”
A R E P O R T O N T H E P E R S P E C T I V E S O F YO U N G M A L AYS I A N S
33
Financial Empowerment For Youth
56.0%
63.0%
Only
A higher percentage of
4HSH`ZPZUV[
aware of savings account.
This compares to around
VM*OPULZLHUK0UKPHU
respondents.
undertake monthly financial
budgeting.
19.0%
have a savings account.
$
$
The number of uninsured
youth is a cause for
concern. This may stem from
various reasons including
their poor understanding
of the importance of life
protection and the necessity
for it.
75.6%
of young
Malaysians are
uninsured.
plan to open a savings
account in the next 5 years.
A larger percentage of
`V\UN4HSH`Z
do not have insurance
compared to Chinese
HUK0UKPHU
respondents.
Young Malays are found
to have lower awareness
levels of life protection. A
[V[HSVMVM4HSH`Z
is unaware of insurance,
PUJVU[YHZ[[VVM
*OPULZLHUKVM
Indian respondents.
43.0%
would want to
purchase life
protection in the
next five years.
Young Malaysians
expressed their interest in
life protection, creating an
opportunity for insurers.
“Parents have been handling
our finances and insurance
since we are young, so I trust
them the most. They know
what is best for us.”
$
$
61.5%
feel that they do not
have sufficient financial
planning skills to
manage their finances.
34
YO U T H P E R S P E C T I V E S
73.2%
are concerned that
they lack the financial
capability to plan their
finances.
with
www.aiesec.my
Enabling employers, companies
of youth through experiencial learning,
volunteer experiences and
professional internships.
For Students
We are one of the world’s largest network of high-calibre youth talent and volunteers.
126
countries and territories
13
800
FO FO
C UC
SUTH
S R
3EE
Talent
Talent
And
Career
& Career
THE TALENT DILEMMA
Like never before, young Malaysians today have a vast array
of career information and resources at their disposal. With the
Internet, they are no longer limited to their parents’ advice and
dog-eared guidebooks from the library when it comes to their
future.
However, that doesn’t mean Malaysians are putting all that
online knowledge and advice to use. In fact, they are mainly
turning to the oldest and most trusted source of advice out
there - parents. A majority of 66.8% would ask their families
and friends for guidance when looking for a job. Only 49.9%
would proactively seek for information online.
DEALING WITH
HELICOPTER PARENTS
“Before I join a company,
I would like to ask
people working there
instead of trusting the
advertisements.”
Today, it is not uncommon to hear parents
accompanying their children at job
interviews. For modern-day parents, this is perhaps a natural
duty, just like attending their children’s first day at college.
In fact, 62.3% of youth agreed that they would need to obtain
their parents’ consent when making a decision in their career.
“Parents play a role in my career because
they have the experience and they want
the best for me.”
While sceptics may baulk at the idea of these parent-dependant recruits,
some global firms have begun embracing this cultural change by involving
parents to attract and retain talent. For example, LinkedIn declared 7
November as “Bring Your Parents Day”, enlisting more than 20 companies
in 14 countries to participate. Google Inc scheduled two “Take Your
Parents to Work Day” in 2014, with more than 4,000 parents getting
acquainted with their children’s workplace, learning first-hand why Google
is a great workplace for their children.
FAILURE TO PRODUCE TALENT
“I found out that my studies don’t help
me when I am doing my internship.”
About 64.5% noted that they lack working experience which will
negatively affect their career options. Meanwhile, 41.2% acknowledged
that they have poor interpersonal and communications skills, which may
prevent them from securing the jobs that they desire.
When probed during focus groups, respondents collectively pinpointed
towards the education system that emphasised too much on memorising
facts and figures rather than the application of the knowledge gained.
Weak command of language has also further affected their confidence
with 42.5% acknowledging that they lack the English language proficiency
to succeed in their future career.
THE WORLD IS THEIR OYSTER
“I’m not sure if the other countries
are better but I know there are
more opportunities elsewhere.”
In Malaysia, brain drain has long been a contentious issue and
a subject of national debate. And the following figure should
be a concern for all – of the total respondents, 70.4% want to
migrate for work in the future for myriad reasons.
Again, family proves to be one of the main motivators
alongside social and political reasons. Over 30.0% cited
encouragement from their family members as the key factor
for them to consider moving overseas. Meanwhile, 10.0%
foresee themselves moving to another country with their
family members in the near future.
Can Parents Doom Your Recruitment Efforts?
Organisations in Malaysia would need to
recognise that parents are more involved
in their younger employees’ lives than
yesteryears’ parents. Evidently, despite
young Malaysians’ high drive to succeed,
their career options are greatly influenced
by their parents’ preference and decision.
This may present a challenge for
organisations in newer industries as
parents may not necessary be aware of the
career options unheard of during their time.
62.3%
of young Malaysians would need
to obtain the consent from their
parents before getting a job. In
other words, the firm probably
would not be able to recruit
or retain the talent unless his
or her parents approve of the
organisation.
Parents’ consent is even more important
for Malay graduates, while the Chinese
and Indians seem to make their career
decisions more independently.
Percentage of
youth obtaining
consent from parents
75.0%
Malay
44.0%
Chinese
63.0%
Indian
Getting Jobs The Conventional Method
66.8%
referrals from
families and
friends
61.6%
job fair at campus
online job sites
40
35.4%
social media
announcement
(e.g. Facebook,
Twitter)
Top 6 preferred
platforms used by
young Malaysians when
seeking a job:
60.9%
A majority of young Malaysians
across all races are largely
influenced by their families
and what they perceive to be
good career options for their
children. Hence, organisations
may need to proactively engage
their parents and guardians to
win talent.
46.3%
job posting in
newspapers and
magazines
49.9%
search engines
(e.g. Google,
Yahoo)
YO U T H P E R S P E C T I V E S
While earlier findings showed
that young Malaysians are
accessing more information
on social media as opposed to
traditional media, the opposite
is observed for job seekers.
Are They Ready to Work?
“Employers won’t
hire us because we
lack soft skills. Our
syllabus teaches us
how to remember
information instead
of acquiring
important skills.”
Poor communications and interpersonal
interaction could be attributed to the fact that
less than a quarter of young Malaysians are
involved in any extra-curricular activities or
learning beyond the classroom. These may
include organisations related to art, music,
education, religion, youth and charity.
7VVYSHUN\HNLZRPSSZ‹,UNSPZO;V[HS
More than half of the Malay
graduates responded that
their poor command of the
English language could
affect their career. This is
significantly higher than
the Chinese and Indian
graduates.
???
42.5%
poor English
language
proficiency
skills (social
interaction,
presentation)
64.5%
37.7%
poor technical
competencies
(hard skills)
27.7%
27.9%
poor Chinese
language
proficiency
not relevant to
current degree /
major
7VVYSHUN\HNLZRPSSZ‹*OPULZL;V[HS!
38.0%
37.0%
10.0%
Malay
41.2%
poor soft
lack of working
experience
51.0%
Chinese
ENGLISH?
Top 6 challenges that may prevent young
Malaysians from securing their ideal career:
Malay
A large percentage of Malay and
Indian graduates also stated
that their weak or non-existent
command of Chinese language
might prevent them from getting
their desired career, perhaps
reflecting the growth of the
economic opportunities in China
as well as the large number of
businesses owned by Malaysian
Chinese.
Chinese
???
16.0%
Indian
39.0%
Indian
A R E P O R T O N T H E P E R S P E C T I V E S O F YO U N G M A L AYS I A N S
41
Money is King But Not a Standalone
“Salary is the most
important factor
when I am looking
for a job.”
Top 5 Factors that Young
Malaysians look for in a job:
80.0%
salary and benefits
65.4%
career advancement
It is no surprise that young Malaysians
place salary and benefits as the leading
factor when it comes to choosing a job to
achieve a worry-free working experience.
and opportunities
60.2%
flexible working hours
Secondary factors differ by race.
Chinese (74.0%) and Indian (70.0%)
graduates are attracted to well-known
and reputable companies that can offer
them advancements and opportunities
in their career.
56.2%
location and office
ambience
$
More than half of them have also
expressed interest to be involved
with overseas assignments. Meanwhile,
a larger percentage of Malay graduates
(56.0%) will be seeking jobs that are
relevant to their studies. The office’s
location and ambience also matter to
them (59.0%).
49.5%
relevant to studies
Other factors include:
overseas opportunities,
reputable corporate brand
and management team
as well as involvement
in socially responsible
activities.
Top 5 factors that contribute to job satisfaction:
Continuous learning opportunities and skills development
75.4%
High salary and benefits
73.1%
Knowing that my work contributes to a certain cause I believe in
51.6%
Leadership opportunities
Involved in managing complex and challenging tasks
42
53.5%
34.3%
YO U T H P E R S P E C T I V E S
Although rewarding salary
and benefits may initially
attract, once graduates have
settled in an organisation,
it is the firm’s compelling
organisational culture that
will motivate and retain them.
Young Malaysians would find
their work more rewarding when
there are ample opportunities
for continuous learning and skills
development.
The Grass Is Perceived To Be Greener On The Other Side
“I want to expand my
knowledge here and then
maybe get out of the country
to work.”
Reasons for migrating
45.2%
Political and
social reasons
70.4%
of young Malaysians
want to migrate to
another country in
the future.
43.6%
Specialised field
/ opportunity not
available in Malaysia
The ratio of males to females of those who want to
migrate is fairly equal according to race, except the
Malay respondents in which females are predominant.
4HSH`
*OPULZL
0UKPHU
42.1%
Poor career prospects
in Malaysia
33.2%
male
66.8%
female
53.7%
male
46.3%
female
52.6%
male
47.4%
female
While their desire to relocate to another country may
be strong, focus group discussions also revealed that
they have the intention to return home in the longer
term because of their desire to be closer to their
families. After all, there is no place like home!
A R E P O R T O N T H E P E R S P E C T I V E S O F YO U N G M A L AYS I A N S
43
APPE
NDIX
Appendix
Acknowledgements
We would like to thank YOU for making Youth Perspectives
a reality:
Our Partners
Centre for Strategic Engagement (CENSE)
AIESEC in Malaysia
Our Main Sponsor
AIA Berhad
Our Co-Sponsor
Nippon Paint Malaysia Group
Special thanks to:
Thomas Wong & Darshini Mahendranathan of AIA Berhad
Jason Ho, Alex Yoong, Wong Meng Lee & Melodie Yap of
Nippon Paint Malaysia Group
Rita Sim, Fui K. Soong & Marcus Sia of CENSE
John Lau, Hew Lee Guan, Carmen Cheok &
Mohd Ammar of AIESEC in Malaysia
Robbie Kwong of Gravitas Studios Sdn Bhd
Desmond Chua of NPP Marketing & Services Sdn Bhd
For contributing their time, knowledge and resources:
Dr. Shaharuddin bin Mohd Sham of UPM
Dr. Zeti Azreen binti Ahmad of IIUM
Sheikh Mohd. Yazid of Geomatika College
Afiq Rahman of Cosmopoint College
Aminah Daut of SMK Victoria Institution
Steven Chong
Teh Kai Shin
Sim Soo Woan
We wish to record our sincere appreciation to our clients,
business partners and other organisations as well as individuals
who have contributed to the success of this project.
This publication has been prepared for general guidance on matters of interest only, and does not constitute professional advice. You should not act upon the information
contained in this publication without obtaining specific professional advice. No representation or warranty (express or implied) is given as to the accuracy or completeness
of the information contained in this publication, and, to the extent permitted by law, Perspective Strategies does not accept or assume any liability, responsibility or duty
of care for any consequences of you or anyone else acting, or refraining to act, in reliance on the information contained in this publication or for any decision based on it.
Profile of Partners
Founded in 2006, Perspective Strategies is a
full-fledged strategic communications and issues
management consultancy focused on the business
of assisting companies and organisations present
their perspectives on business issues in a strategic
manner. The firm partners with its clients to deliver
corporate and brand messages across to external
and internal stakeholders.
Our passion and success are deeply rooted in our
belief that your perspective matters. This commitment
to provide outstanding and unique solutions
for clients has won the firm prestigious awards
including the Best Overall Campaign of the Year for
two consecutive years (2012/13 & 2013/14) at the
Malaysian PR Awards.
Listening to our client’s stakeholders is a core part of
what we do. Youth Perspectives is another milestone
project undertaken to “listen” to young voices who
will greatly shape and define the way organisations
make informed decisions relating to stakeholder
engagements and brand building.
AIA Bhd. is a leading insurer in Malaysia, where
we have been privileged to do business since 1948.
We offer a suite of high-quality products including
Protection, Health, Personal Accident, General
Insurance, Employee Benefits, Retirement and Family
Takaful solutions to meet our customers’ protection
and financial security needs at every life stage.
Through our wide and diverse distribution footprint
which comprises a 16,000-strong Life Planner force,
our exclusive bank partner’s branches nationwide as
well as corporate sales teams and brokers, we give
our customers the choice of deciding how, when and
where they connect with us.
Part of the AIA Group, the largest independent
publicly listed pan-Asian life insurance group,
AIA Bhd. has the financial strength, experience,
service centre network and a well-trained team of
more than 2,000 staff to serve our 3 million customers
nationwide. As at end 2014, AIA Bhd.’s total asset
worth was RM46 billion, with a paid-up capital of
RM767 million.
www.aia.com.my
www.perspective.com.my
Established in 1967, Nippon Paint Malaysia Group
(“NPM Group”) is part of the Nippon Paint Group,
which is currently Asia’s No. 1 coating manufacturer
spanning 15 countries, built on a heritage of over
130 years dating back to 1881 in Japan. As Malaysia’s
No. 1 Total Coating Solutions provider and “The
Coatings Expert”, the NPM Group has the capabilities
to serve a multi-segment portfolio of offerings ranging
from Architectural, Automotive, Industrial, Protective
to Marine coatings and has since emerged as a
significant regional player within the coatings industry
with presence in countries such as Pakistan, the
Philippines, Bangladesh, Thailand and Indonesia.
The Group has won various consumer and industry
awards such as the Reader’s Digest Trusted Brand
Awards (2006-2015), Putra Brand Awards (20102014), Best Company for Leadership in Paint
Technology Asia by IAIR in 2014 and Frost & Sullivan’s
Paint & Coatings Company of The Year in 2011.
In its concerted effort to champion environmental
sustainability, the Group has received the Green Label
Certification by the Singapore Environment Council,
EcoLabelling Certification Licence by SIRIM QAS
International and several Green Excellence Awards
by Frost & Sullivan.
www.nipponpaint.com.my
The Centre for Strategic Engagement (CENSE)
finds news in numbers.
Our data scientists and political analysts have
combined research with analysis to provide new
and important information on issues and trends
shaping the nation.
We work with facts and figures to bring clients
important insights on politics, religion, technology,
media, economics and social trends.
With the information, we also design constructive
engagement strategies as well as help clients make
informed decisions about their political, governmental
or businesses operations.
www.cense.my
AIESEC is a global platform for young people to
explore and develop their leadership potential. We are
a non-political, independent, not-for-profit organisation
run by students and recent graduates of institutions of
higher education. Its members are interested in world
issues, leadership and management.
Since we were founded, we have engaged and
developed over 1,000,000 young people who have
been through an AIESEC experience. The impact
of our organisation can be seen through our alumni
who represent business, NGO and world leaders,
including one Nobel Peace Prize laureate, Martti
Atisaari of Finland.
www.aiesec.my
HALF FULL OR HALF EMPTY?
IT’S A MATTER OF PERSPECTIVE
Achieve The Right Perspective With Us
CORPORATE REPUTATION MANAGEMENT | STAKEHOLDER ENGAGEMENT
BRAND AND MARKETING COMMUNICATIONS | ISSUES MANAGEMENT AND CRISIS COMMUNICATIONS
COMMUNITY AND YOUTH OUTREACH | LEARNING AND DEVELOPMENT
603-7491 3138
603-7733 3138
info@perspective.com.my
www.perspective.com.my