B Theme B5: Assurance above purpose

(ii) SO WHAT

The deprioritisation of sustainability and DEI practices matches what DeVries Global found in its gen Z research – that Singaporeans are among the most apathetic in Southeast Asia when it comes to expecting brands to take a stance on current social issues.

On the other hand, the emphasis on safety could be because gen Z and millennial parents grew up with information access (with well-publicised scandals on contaminated food, exploding electronics, product recalls), as well as information cynicism (think: false claims, fake news and POFMA as part of their vernacular). They have been conditioned not to accept information at face value, and to check its source and veracity.