The Times
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Amex survey: 9 in 10 Singapore consumers shop at local businesses, but only half consciously feel supporting local is very important; highest support from Baby Boomers and lowest from Gen Zs

  • Gen Zs are an outlier in spending habits and perspectives: less emotionally attached to local businesses, but more willing to pay a premium for them
  • Millennials are the most empathetic: most willing to pay a premium for local products, most forgiving of poor customer experience, and care most about sustainability
  • Gen Xs tend to be driven by their desire to support the livelihoods of the local community
  • Baby Boomers are the most loyal in supporting local businesses

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