A survey of workers in Singapore has found that Gen Zers are more likely to prioritise income over a work-life balance. This represents an interesting diversion from attitudes that surged during the pandemic, which saw many young workers reject hustle culture and opt for more free time.

Edelman’s annual Trust Barometer survey has revealed that less than four in ten Singaporeans believe they and their family will be better off economically in five years. With the cost of living crisis weighing on consumers’ minds, brands can no longer afford to ignore working-class concerns.