Gen Z perspectives: Logos, leaders and thoughts on KrisFlyer’s overhaul

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Happy Friday, MARKETING-INTERACTIVE readers and welcome back to Gen Z Perspectives, your go-to feature where we unpack the week’s top stories and trending topics through the eyes of Gen Z. From the biggest industry moves to viral moments and marketing controversies worth dissecting, we’re bringing the heat with authenticity, awareness and probably a few unfiltered takes.

This week: Great Eastern marked 117 years with a refreshed logo, former White House comms chief Ben LaBolt weighed in on today’s comms landscape, and Singapore Airlines’ KrisFlyer overhaul stirred plenty of chatter.

All aboard, we’re cleared for takeoff.

Don't miss: Gen Z perspectives: GE’s chief marketer departs, seeing double & PR Asia 2025

1. Great Eastern refreshes logo as it marks 117 years

Singapore’s largest and longest-established life insurer, Great Eastern, is marking its 117th anniversary with a refreshed corporate logo and a set of strategic growth priorities, signalling a new phase of transformation into a forward-looking, data-driven, and future-ready organisation.

The modernised logo, which takes centre stage in the anniversary revamp, reinterprets the company’s iconic lion motif. Each element carries meaning with the tail representing leadership and communication, the paw signifying confident forward strides, the mane reflecting ambition and passion, and the eyes focusing firmly on the future.

Read more here.

2. Brands must think like political campaigns, says former White House comms director

In an age where a viral TikTok can upend a brand’s reputation in hours, PR and communications professionals face unprecedented pressure to adapt. The once-linear news cycle has splintered into a real-time, always-on conversation across countless platforms, where narratives shift by the minute and misinformation spreads faster than fact-checks can catch it. For leaders, this means the margin for error has never been smaller.

Ben LaBolt, former White House communications director and senior advisor for president Joe Biden, knows this world intimately. Drawing on his political campaign experience, LaBolt said that today’s communications environment demands the same agility and high-stakes thinking as running a presidential campaign: quick decisions, constant monitoring, and the ability to respond in real time.

Read more here.

3. Re-writing a contract of trust: Why SIA's KrisFlyer overhaul feels personal

Earlier this week, Singapore Airlines unveiled a major revamp of its KrisFlyer frequent flyer programme. From 1 November 2025, KrisFlyer members will need more miles to redeem certain premium cabin awards. The airline also introduced "Access redemption", a new redemption category offering more seat availability, though the number of miles required will vary depending on demand.

The upcoming changes has sparked concern among netizens who have expressed frustration at the increasing difficulty to redeem miles, said media intelligence firm CARMA. According to Truescope, netizens had also begun discussing alternate credit card options and competing loyalty programmes following the revamp. While SIA positions these as enhancements, experts say the changes reshape the core value equation of loyalty and raise questions about fairness, predictability, and trust.