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Singapore businesses must engage with Gen Z consumers

With high expectations and short attention spans, this group of digital natives will become a larger focus in the coming years as they grow in spending power

Published Mon, Jan 22, 2018 · 09:50 PM

Singapore SMEs

WITH different influences shaping their attitudes and values, how do young Singaporeans under 20, or "Gen Z", respond to advertising and what should businesses be doing to ensure they connect with them?

Singaporeans are some of the most connected people on the planet. With superfast Internet speeds and smartphone penetration levels of more than 100 per cent, they are the digital veterans of the region.

The latest Connected Life study reveals that Singapor…