ABSTRACT
In this chapter, we examine the value orientations of Singaporeans and use them to distinguish among clusters of Singaporeans. These value orientations have also been used in the past two QOL Surveys (2011 and 2016). For the 2022 QOL Survey, respondents were asked for their views on 28 statements on family values, conservatism, volunteerism, concern about the environment (or eco-orientation), status consciousness and materialism. Based on these values, a five-factor solution was used to differentiate Singaporeans into four distinct clusters: the Balancers, the Pro-social Family-Oriented, the Traditional Family-Oriented and the Materialists. We also examine how the four clusters of Singaporeans differ in their cognitive and affective wellbeing, economic wellbeing and generalized trust. The Balancers were the most satisfied with life among the four clusters, while the Materialists were relatively less satisfied, although the Materialists and the Traditional Family-Oriented were more optimistic about their future outlook on the Cantril Ladder. The Pro-Social Family-Oriented consistently stood out as the segment with the best affective wellbeing. For economic wellbeing, the Pro-Social Family-Oriented tended to be the most satisfied, while the Materialists were the least satisfied clusters. All of these clusters were generally skeptical of others.
