HSBC Singapore launches ‘Get this Bread’ - a new campaign to foster financial confidence of Millennials
The campaign reflects the bank’s commitment to engage with and support the wealth and international banking needs of its customers, regardless of their stage in wealth accumulation. According to HSBC’s Quality of Life report, Millennials aspire to retire at the age of 55 – seven years earlier than Boomers. They also believe they need a minimum of S$1million in savings to feel comfortable during retirement.
To kick off the campaign, HSBC teamed up with record label company Warner Music’s affiliates1 and three of the hottest rising artists in the region – Gentle Bones from Singapore, and Gareth Tong – also known as Gareth. T, and Keung To from Hong Kong – for the new music video ‘Bread and Better’. It is an anthem to inspire Millennials and Generation Z to embark on their own wealth journey as they pursue their life goals and aspirations. ‘Bread and Better’ is available on Spotify, Apple Music and other major streaming platforms worldwide. The music video is available on HSBC Singapore’s YouTube channel, and has garnered more than 1.5 million views.
Alice Fok, Head of Customer, International & Marketing, Wealth and Personal Banking at HSBC Singapore said: “The song and music video captures the internationalist and entrepreneurial spirit. It aims to send a positive message of hope and possibilities to a generation of adults working to attain financial independence while pursuing their passion. Through this campaign, we hope to foster confidence and entrepreneurial drive to achieve financial independence, with the support of HSBC.”
In addition to the music video release of Bread and Better, there is a social content series with Genevieve Lee, Founder of Sourbombe Artisanal Bakery, and digital content creator and entrepreneur Andrea Chong. In the three-episode series, baking bread is used as an analogy for investing and growing one’s wealth.
HSBC propositions to cater to Millennials’ financial needs
HSBC has enhanced its suite of wealth products, solutions and advisory services to offer holistic and comprehensive offerings that cater to Millennial customers’ needs across various life stages:
Digital Wealth Platform and Tools
- Financial calculators: Online tools such as the Retirement calculator and the HSBC Grow My Wealth Calculator can help assess finances and provide insights that will help Millennial customers on their wealth and investing journey.
- HSBC Wealth Dashboard: our HSBC Wealth Dashboard function, which is integrated into the HSBC Online Banking website and HSBC Singapore app, can help Millennial customers start and manage their investment journey across unit trusts, equities and structured products no matter where they are.
- HSBC Global Money: Our fee-free2 multi-currency account for investing, sending, spending or exchanging currency abroad like a local makes every day international banking easier for our customers.
Insights-led Wealth Expertise
- Wealth Insights: All HSBC customers can access HSBC’s Wealth Insights Hub, a platform with exclusive insights curated to meet their investment and wealth needs, ranging from our house view, FX trends, global and regional market outlook to sustainability insights, thought leadership articles and financial education. The HSBC ‘Let’s Talk Wealth’ content series, available on HSBC Singapore’s YouTube channel, allows customers to build up their financial knowledge through practical tips from experts.
- Personalised Wealth Advisory: Backed by a global team of investment, insurance and foreign exchange specialists, our Premier relationship managers offer personalised insights and guidance to help clients achieve their financial goals.
Holistic Wealth Solutions
- Comprehensive wealth and insurance products, offering protection and peace of mind, as Millennials navigate life’s stages.
Click here to access the site of ‘Get this Bread’ campaign.
1 Warner Music Asia, Warner Music Hong Kong, Warner Music Singapore
2 Some intermediary banks may charge fees. You can see an estimate of the applicable fees when you review your transfer. The actual amount is subject to the intermediary bank and will be debited after you've confirmed your transfer.
Media enquiries:
Chantal Samonte +65 8354 3665 chantal.samonte@hsbc.com.sg
Carina Koh +65 8886 3368 carina.koh@hsbc.com.sg
Note to Editors:
- “Bread and Better” was created in collaboration with record label company Warner Music’s affiliates (Warner Music Asia; Warner Music Hong Kong; Warner Music Singapore) and artists, and creative agency TBWA\Singapore.
- The HSBC Quality of Life Report explores the financial goals, life decisions and expectations of individuals as they look to future-proof their quality of life, based on data gathered data from 2,250 respondents across nine different markets: China, Hong Kong, India, Malaysia, Mexico, Singapore, United Arab Emirates, United Kingdom and United States. Click here to read the full report.
HSBC Singapore
HSBC opened its first branch in Singapore in 1877. A qualifying full bank serving international needs of individual, corporate and institutional clients, HSBC in Singapore offers a comprehensive range of banking and financial services including retail banking and wealth management; commercial, investment and private banking; insurance; forfaiting and trustee services; securities and capital markets services. It was recognised by Asiamoney as “Best International Bank in Singapore” in 2022 and 2023.
The Hongkong and Shanghai Banking Corporation Limited
HSBC Holdings plc, the parent company of HSBC, is headquartered in London. HSBC serves customers worldwide from offices in 62 countries and territories. With assets of $3,039bn at 31 December 2023, HSBC is one of the world’s largest banking and financial services organisations.