Gen Z Singaporeans are emerging as one of the most influential consumer groups today, but not in the ways you might expect. New insights from Blackbox’s latest SensingSG wave highlight surprising shifts in sentiment, trust, and engagement among under-30s. From their outlook on the future to how they interact with brands and technology, this generation is quietly but decisively reshaping the rules. Here are five key ways they could be rewriting the consumer playbook.

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