Gen Z wants personalised experiences but not at the expense of agency
Research from Pinterest indicates that Gen Z in Singapore values personalized digital experiences but fears algorithmic influence over their personal tastes. Users are increasingly seeking platforms that support intentional discovery rather than passive consumption.
Why it matters
Understanding the tension between personalization and user agency is crucial for brands and platforms aiming to maintain engagement with younger demographics.
Singapore’s Gen Z wants digital experiences that reflect their interests, but they are increasingly wary of technology deciding what those interests should be.
New research commissioned by Pinterest found that 86% of Gen Z in Singapore want space to explore their own tastes free from outside influence, while 81% want platforms to help them discover their personal tastes rather than simply show them what is popular.
The findings point to a growing tension for brands and platforms as personalisation becomes increasingly central to digital experiences: consumers may want technology to understand them, but not define them.
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The "Pinterest positive internet corner" study, conducted among 1,009 Singapore residents aged 18 to 29, found that 73% of respondents said it is harder to tell what they actually like from what a feed tells them they should like.
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