• 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
  

Read more: Amex survey: 9 in 10 Singapore consumers shop at local businesses, but only half consciously feel...