PropertyGuru’s ‘Everyone Welcome’ campaign tackles rental discrimination in Singapore

A YouGov survey of 1,500 Singaporeans found that nearly one in four renters have experienced racial discrimination. In response, PropertyGuru Group has launched the ‘Everyone Welcome’ filter to promote a more inclusive rental experience. The filter highlights listings that welcome renters from all backgrounds, regardless of race, gender, sexual orientation, or religion.

 

To help raise awarness of the filter, a new brand film has been launched that follows a diverse cast, from a young couple searching for their first home to partners navigating everyday life together. The film captures intimate, relatable moments: a child sneaking cake, a man laughing off a kitchen mishap, a nurse returning from a long shift, an older man settling in for the evening, and a family flipping through photo albums. Each vignette aims to reflect the universal meaning of home as a place of acceptance and comfort.

 

“Our brand film aims to spark a broader conversation about inclusivity in the rental market and inspire meaningful change,” says Sivaram Parameswaran, marketing director at PropertyGuru Singapore. “While every property journey is unique, the need to feel accepted and included is universal. The film highlights the simple, everyday moments that create a true sense of belonging.”

 

 

The ‘Everyone Welcome’ filter is part of PropertyGuru’s wider commitment to help foster an inclusive property market. Alongside the new filter, the company enforces strict listing guidelines, employs a language moderation tool to detect discriminatory content, and offers a reporting system for renters to flag bias. These combined efforts aim to break down barriers and ensure everyone can find a welcoming place to call home.

 

“With growing demand for sustainable and inclusive housing, we’re providing actionable tools that empower seekers and stakeholders to make informed choices," says Cécile Corda, head of sustainability at PropertyGuru Group. "Our goal is to build resilient, inclusive cities that drive real change in the housing market.”

 

Campaign’s take: In a time when many companies are scaling back DEI initiatives and Pride month campaigns have been muted, PropertyGuru’s ‘Everyone Welcome’ campaign stands out by placing inclusivity at the forefront. The brand film’s authentic portrayal of diverse lives is a powerful reminder that representation matters. It is sobering that in 2025, one in four renters in Singapore still face racial discrimination, making initiatives like this all the more crucial in fostering acceptance and challenging prejudice.