Close
Close
Understanding the needs of Singapore’s ageing population
By 2030, one in four Singaporeans will be aged 65 and above, marking a significant demographic shift that will reshape our social fabric. As our nation ages, suburban malls are emerging as vital community hubs.
An independent study by Frasers Property and Singapore Management University’s (SMU) Centre for Research on Successful Ageing (ROSA) found that over 60% of older adults visit a mall at least once a week, with more than a third visiting three or more times weekly.
Their trips serve both functional and leisure purposes, with 91.8% shopping for necessities and non-essentials, 77.3% dining out and 66.9% visiting with companions, underscoring the role of malls as important spaces for social connection.
To better understand this trend, our partnership with SMU ROSA provides a deeper, data-based view into the behaviours and preferences of seniors.
The research helps translate these insights into tangible actions, guiding our ongoing efforts to create more age-friendly and vibrant community hubs that foster connection and enhance well-being across generations.
The role of suburban malls in an ageing society
This study, titled "Retail Behaviours and Preferences of Older Adults in Suburban Malls", reveals that these spaces serve not only as retail and dining destinations, but also as vital hubs for social interaction and daily activities.
Key findings from the study:
Over 60% of older adults visit a mall at least once a week, and more than a third visit three or more times a week.
Many older adults view malls as important social spaces. More than two-thirds of them visit malls with companions, highlighting the role of these spaces in preventing social isolation.
Over 90% of seniors visit for necessities and non-essentials and about 70% visit for grocery shopping, showing how malls remain integral to their daily routines and essential needs.
Older adults have expressed a desire for greater comfort, convenience, accessibility and activity variety.
69.3% polled valued the mall’s accessibility by public transportation.
62.3% identified resting areas as their most commonly used amenities.
73.4% identified senior citizen discounts as one of their valued incentives in their mall experience.
These findings underscore the growing social significance of suburban malls as essential community spaces that support active ageing and everyday well-being.
A continued commitment to shaping inclusive spaces
Frasers Property has a long-standing commitment to listening to our communities and translating their needs into tangible actions. The insights from the SMU ROSA study reinforce our belief in the power of placemaking and add depth to how we create spaces that are welcoming and accessible to everyone.
This commitment is reflected across our retail portfolio through continuous enhancements. For instance, our frontline staff undergo dedicated training to better serve shoppers of diverse abilities, ensuring a welcoming and supportive environment for everyone. In collaboration with our tenants, we also co-develop retail spaces and experiences that cater to a wider demographic.
Furthermore, we continue to build upon initiatives such as our FRx50+ programme, which is tailored for shoppers aged 50 and above. These efforts are part of our broader commitment to creating inclusive and connected spaces for every generation and reflect our history of making our spaces accessible for all.
FRx50+ to benefit older shoppers
To better serve our seniors, our FRx50+ programme offers shoppers aged 50 and above exclusive deals and rewards from over 80 retail and dining brands, spanning 10 malls across 181 participating outlets. We also host curated events to make their mall visits more engaging and rewarding.
Service ambassadors for high-quality shopper experience
We have enhanced our customer-facing service touchpoints through the roving Service Ambassador concept, refreshed uniforms and first-name tags to create a more welcoming, inclusive and supportive environment for all shoppers.
We believe that listening and collaboration across stakeholder groups are key to building a more inclusive society. Our partnership with SMU ROSA is a testament to this, helping us to continually refine and enhance the mall experience for multi-generational needs.
