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 lo
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