New research shows rising expectations for STI 30 companies as AI, regulation and changing audience habits transform digital communications.
Singapore's leading companies face new digital realities
Written by -
Black Sun Global
A new digital benchmark for Singapore's top companies
Digital communication is shifting quickly. AI is reshaping how stakeholders discover information, regulation is setting a higher bar for accessibility and transparency, and audiences are engaging across more formats than ever.
Black Sun Global's STI 30 Digital Index 2025 - now in its tenth year - shows how well Singapore's leading companies are adapting, and where they are falling behind global peers such as the FTSE 100.
The research reveals a clear pattern: expectations are rising faster than performance. Companies will need stronger, clearer and more connected digital narratives to stay visible and trusted.
The shifts leaders need to know
AI is reshaping visibility and discoverability
AI is now influencing how information is created, interpreted and surfaced online. Companies must ensure their content is structured, machine-readable and supported by strong metadata, or risk falling out of AI-driven search.
Audience behaviour is becoming more fragmented
Investors, candidates and consumers are engaging across more channels - from LinkedIn and YouTube to voice and audio formats. As habits diversify, companies need to deliver content that works for skimmers, scanners and deep-divers alike.
Regulation is lifting expectations
Accessibility, ESG transparency and data-use scrutiny mean digital communication must now meet both compliance and storytelling standards. Many companies are struggling to balance the two.
What the STI 30 reveal
Purpose & narrative
83%
Present a purpose-led narrative
96%
Share stakeholder engagement activity
40%
Translate purpose into a jobseeker narrative
Companies are communicating purpose, but fewer connect it clearly across stakeholder groups.
Investor communication
7%
Provide a clear investment case
26%
Expand their narrative introduction
27%
Publish an online report
The STI 30 continue to lag global peers, even though their underlying data strength is clear:
80%
Publish financial highlights or KPIs
87%
Share ESG information
73%
Provide ESG data or metrics
The gap is not data - it's narrative clarity.
Sustainability & materiality
90%
Explain sustainability focus areas
80%
Set sustainability objectives
33%
State material issues
33%
Describe their mat
100%
Share performance data
37%
(+7pts) Share case studies
Companies describe activity, but fewer link it to material issues or outcomes.
People & culture
80%
Explain 'why work here'
63%
Share culture and values
57%
Showcase employee profiles
Employer brand content is strengthening across the STI 30.
Leaders vs laggards
62%
Perform strongly across content, narrative and experience
26%
Offer minimal content, weak narratives and outdated design
Digital maturity is becoming increasingly polarised.
Social media footprint
97%
59%
YouTube
43%
40%
23%
TikTok
20%
X (Twitter)
LinkedIn continues to dominate — supported by strong adoption of multimedia platforms.
Why this matters now
Stakeholders judge companies by what they see online. Investors, candidates and communities all expect information that is clear, consistent and easy to navigate. AI tools are also drawing conclusions from the same content.
When digital communication falls short, companies risk weakening confidence, confusing audiences and reducing their visibility.
Want to go deeper?
If you'd like to understand how your digital presence compares - or want a tailored benchmark – we'd be happy to connect you with our specialists at Black Sun Global.