Long seen as a financial milestone, buying a home is becoming increasingly challenging, with surging inflation and high rental fees exacerbating the situation. Many Gen Zers are feeling pessimistic, with 

 of those in the US feeling like they won’t ever be able to purchase a home. In Canada, meanwhile, 

 of people agree that owning a home is now only for the rich. Amid widespread feelings of burnout and an inability to access the property market, a growing sentiment of 

 to reorient their goals towards short-term satisfaction over long-term goals. Some are embracing the opportunities provided by remote working to hop from place to place. Visa’s partnership with Colombian HR company 

 recognises this shift, allowing workers to get paid anywhere around the world.

Even as people shy away from homeownership due to financial constraints, many still cherish the notion. For example, research carried out by Canvas8 suggests that three-quarters of US Gen Yers agree that milestones like homeownership, marriage, and having children are important. But at the same time, 36% are worried about achieving the 

 – an ideal that’s often defined by owning property, largely due to the financial value it affords. In Australia, people are making various 

 in order to buy, including cutting their budgets (41%), opting for co-ownership with a friend or relative (40%), or trading off on the size of the property (31%). However, there’s a clear need for education around the buying process, with 

 finding that the American public has significant gaps when it comes to basics. For others, wariness around home-buying may be attributed to the 

 involved, which is often made worse by the financial strain. But as interest rates rise around the world, experts predict that they may prompt a 

, which could be key to helping younger people climb the property ladder.

Despite the significant hurdles they’re facing, many young people are actively looking for ways to get on the property ladder. In Germany, the pandemic increased desires for homeownership among those under 30, and 

 works to provide solutions like pre-approved mortgage options to simplify the process. Others are taking alternative routes, with 

 on the rise in Australia. Praised for their flexibility and affordability, co-ownership and land-sharing models work to resolve the rental crisis that has reduced the number of dwellings while fostering a sense of community. And although market conditions have led to younger folks being dubbed ‘generation rent’, several businesses are working against this narrative to help people on their path to ownership. The 

 app analyses banking data to help users calculate and envision their savings journey, providing ideas and financial advice, and Fairview Homes has launched a 

 scheme that allows renters to set aside payments towards a home deposit.

of US Gen Yers agree that milestones like homeownership, marriage, and having children are important

Prospective Gen Y homeowners – whose struggle to purchase property has been well documented – have been dealt another blow as interest rates rise and banks take a cautious approach to affordability checks. What can businesses do to help first-time buyers who are stuck in a housing limbo?

How will the mortgage crisis change first-time buying?

With Australian house prices growing exponentially over the past decade, the dream of homeownership is all but a fantasy to young Aussies. Having been priced out of the market, young people are reimagining a future where community and experience are worth more than bricks and mortar.

How Aussies got priced out of a booming property market

How is Nude helping Gen Yers get on the property ladder?

For many people in the UK, home ownership feels out of reach, particularly with the cost of living crisis creating additional barriers to the property ladder. Savings app Nude is hoping to tackle this by gamifying the saving experience for Gen Yers, helping them to stay in their hunt for a home.

Nude: helping generation rent buy their first homes

Amid the cost of living crisis hitting Aussies, Gen Zers are finding new ways to save up despite the difficult job market and rising costs of goods. Younger generations are taking control of their finances, holding themselves accountable, and relinquishing their fear of judgement around money.

Why are Aussie Gen Zers embracing loud budgeting?

How is Japan’s shrinking, ageing population impacting locals’ decisions? Are government efforts to regulate work hours actually leading to shifts in Japan’s notoriously overworked society? This Cultural Snapshot uses local stats to explore the behavioural norms shared by people in Japan in 2024.

A Cultural Snapshot of Japan: 2024

A 2024 study has demonstrated that the face of luxury shopping is changing, revealing that young parents are becoming the most likely to make luxury purchases. As economic uncertainty has shoppers remaining hesitant to make big purchases, luxury shopping is becoming increasingly aspirational.

Luxury demographics are skewing younger

Economic challenges, marketing saturation, changing relationship patterns, and the move towards digital interaction have diminished the vibrancy and engagement usually associated with Valentine’s Day and White Day – one example of Korean and Japanese people’s fatigue surrounding ‘Day’ marketing.

Does the decline of White Day prove people are getting tired of ‘Day’ marketing?

‘Sari-sari’ (literally, ‘variety’) stores remain staples in Filipino neighbourhoods despite the rise of convenience stores. They balance affordability and accessibility with modernisation and adapt to changing needs by providing reasonably priced essential goods, making them a pillar in the country.

Why Filipino neighbourhood ‘sari-sari’ shops flourish amid convenience stores

Disillusioned with the state of the housing market, Gen Yers are giving up on their goals of homeownership and focusing on making their rentals their own with renovations. This is a signal of changing attitudes towards major life milestones and the troubling economic state of play.

Gen Yers are renovating rentals instead of buying homes

As Gen Zers and Yers come to terms with not having it like their parents did, they're turning to crypto and 'financial hacks' to make things work. Amid a decline in trust in traditional financial institutions, brands have an opportunity to help young adults manage their finances in new ways.

Gen Z and Y are trying to hack home ownership

The mobile payments app GCash has revolutionised financial services by bringing banking to Filipinos' fingertips. Through its innovative features, strategic partnerships, and commitment to financial inclusion, GCash empowers millions to control their finances and easily pierce the digital economy.

How GCash dispenses financial inclusion to mobile Filipinos

A survey has found that adults in the US are struggling to stay afloat, with the majority of adults living paycheck to paycheck. As inflation continues to threaten financial security, people are searching for brands and products that can provide holistic solutions and financial education.

Ongoing inflation impact is entrenching financial stress

China’s young people are abandoning their retirement plans as low pay and a difficult labour market hurt their future prospects. Gen Zers and Yers are looking for financial support and education as their optimism dissipates and an uncertain and potentially difficult future looms.

Disillusioned Chinese Gen Zers abandon retirement plans

According to a new poll, Gen Zers and Yers believe that they’re spending too much money on streaming subscriptions. Mobile content is proliferating while young people are looking to cut costs, leading many to change their streaming behaviors and look for more affordable solutions.

Gen Zers look to cut back on streaming subscriptions

Ongoing financial pressure is putting strain on Britons’ love lives, with dating, divorce, and even staying single becoming more expensive, and the future they imagined looking different with their budgets. How can brands support people in their romantic lives during the cost-of-living crisis?

How is financial strain affecting Britons’ love lives?

Several approaches have been developed to teach young Southeast Asians money management. However, economic issues and hustle culture make lessons hard to remember. That’s why The Simple Sum keeps financial literacy simple through bite-sized comic strips about real-life budget experiences.

Why The Simple Sum strips money talk down to comic truths

Why are China’s youth giving up their hard-earned credentials to become ‘full-time children?’ How did rest become an act of rebellion? How has the pandemic affected shopping habits in China? This Cultural Snapshot uses local stats to explore the behavioural norms shared by people in China in 2024.

A Cultural Snapshot of China: 2024

While BNPL options have become widely available, there's a gap in understanding how consumers view them and why they use them. Canvas8 spoke to Dr. Philippa Ward, Dr. Anita Zhao, and Dr. Ruffin Relja to unveil the world of BNPL customers – their perceptions, usage, and brand recommendations.

I’m saving so much! The science of BNPL perception

Germany, Europe’s largest economy, is lagging behind other European nations in embracing digital finance, but post-pandemic shifts and economic challenges are presenting diverse opportunities in this space. How can brands respond to the digital transformation?

What's driving digital finance in Germany?

Boutique grocery stores, including those run by brand giants, are popping up more and more in the inner cities of Australia amid an anti-supermarket sentiment. The question is, how did this happen, and are Aussies buying the cost of convenience and bougier atmosphere these places are offering?

Behind the success of boutique grocery stores in Australia

Urban youth in Vietnam are feeling increasingly disillusioned by the promise of social mobility due to a housing crisis and the effects of ‘flex’ culture, leading them to redefine their adulthood. What does this mean for brands looking to engage with Vietnamese Gen Zers?

Why adulthood looks different for Vietnamese Gen Zers

The 2024 Generational Snapshot of Generation Y in the Asia-Pacific region explores how a move towards purposeful living and stable life has Gen Ys spending with more intention, taking care of their health and overall wellness, and enjoying the freedom that comes with not having children.

2024 APAC Gen Y Snapshot

Robinhood, the stock trading app that shot to fame in 2021 as the app of choice among ‘memestock’ traders, is gearing up for a UK launch. What opportunity has it seen among British investors, and how can it convince them to make more informed money decisions and pick stocks on its platform?

Why Robinhood wants to get Britons onto the stock market

Facing turbulent economic times, many couples are navigating new terrain when it comes to spending and saving. Canvas8 spoke to Scott Rick, a marketing professor at the University of Michigan, about how people can better handle their finances without risking their relationships.

Scott Rick on the future of finances in relationships

The grim financial outlook for young people is no secret – and they’re catching on. Their intense worries have given rise to ‘money dysmorphia’, with their fiscal anxiety spiraling even when their situation isn’t that bleak. How can brands help to soothe them and make them feel more in control?

Money dysmorphia is changing young spending habits

Gen Y women are set to inherit more money than their male counterparts, opening up a new wealth landscape that will emerge over the coming decades. Women have different investing habits compared to men, presenting diversification opportunities for existing financial products and organisations.

Future wealth transfer will benefit Gen Y women most

Investing company Australian Ethical has launched a new campaign that focuses on showing how they align investments with values. However, with opinions on ESG funds becoming polarised, transparency around the true environmental impact of these investments will be vital to winning audience trust.

Australian Ethical caters to conscientious investing 

Moniepoint is emerging as the most preferred payment system in Nigeria, thanks to its lower transaction decline rates and instant reversals of transactions if payments fail. With rising distrust among traditional banks, people are increasingly turning to challenger options they find more reliable.

Moniepoint offers financial reliability to Nigerians

According to new research, Americans are working less since the pandemic, with high earners and young people leading the charge. An increased desire for flexibility is helping to reshape the American workweek, with top talent making their preferences clear in the early 2020s.

High-earning Americans are looking to work less

With US Boomers already demonstrating their openness to alternative financial strategies, regulation changes by the Securities and Exchange Commission mean more of their wealth could go into Bitcoin. As trust in traditional retirement plans and institutions wanes, Boomers are diversifying.

Regulation changes may sway Boomers to Bitcoin

In response to the increasing prevalence of gig work, Robinhood Retirement has introduced a savings plan tailored to the needs of those working through TaskRabbit, Grubhub, and Gopuff. As the working world changes, there are increasing expectations for financial products to adapt too.

Robinhood launches retirement product for gig workers

By giving workers in Indonesia early access to their salaries, Wagely helps them be more financially secure, ensuring they don’t take loans they can’t repay. As economic uncertainty hits people globally, consumers expect the system to adapt and help them cope with monetary pressures.

Early pay access is safeguarding Indonesian workers

Klarna's AI assistant managed two-thirds of customer service chats in its debut month, showing efficiency and customer satisfaction. The trend towards AI customer service reflects a preference for quick, accessible support, alongside a debate on AI's impact on jobs and service quality.

Klarna celebrates AI handling the majority of customers

There has been a surge in the number of Britons taking packed lunches for work – a clear indicator that the post-pandemic return to the office is almost complete. But with more workers eating their midday meals al desko, how is office morale being impacted? And how can food and drink brands respond?

Why Britons are packing their lunches for work

British adults who are providing support to their parents, children, and even grandchildren are in a precarious spot as the cost of living crisis places strain on their finances. How are members of Gen X coping in their role as multigenerational financial anchors, and how can brands help them out?

How is the cost of living crisis impacting Gen Xers?

Gen Yers may feel like they’re redefining what it means to be in one’s 30s and 40s, but are their youthful appearances and attitudes solely a result of consciously avoiding traditional ageing? Or have economic structures made the typical markers of adulthood a financial impossibility?

How economic woes led to an extended youth for Gen Y

The 2024 Generational Snapshot of Gen Zers in the APAC region explores how young people today express their national identities while keeping a global mindset, assert their individuality in the workplace alongside AI, and look to markers from simpler times for stability and inspiration.

2024 APAC Gen Z Snapshot

EasyPaisa has launched a service that helps Pakistani women understand the Nikahnama – the Islamic marriage contract. Through the 'Audio Nikahnama' option in its mobile banking app, EasyPaisa attempts to bridge a knowledge gap and respond to the demand for tech empowering marginalized communities.

EasyPaisa unpacks marriage contracts for Pakistani women

As inflation continues to threaten financial security and wellbeing, young Canadians are feeling anxious and taking on more debt to remedy current financial challenges. As a result, people are finding their solutions to manage debt but need support with more holistic solutions for their finances.

Younger Canadians need better support navigating debt

Retirement specialist Just Group has published research showing that some Gen Xers are spending the equivalent of a full state pension on care for elderly relatives. With Gen X stressed by financial support from older and younger generations, there are opportunities to help them feel supported.

Gen Xers stretched by care costs for relatives

Disney+ and Hulu are losing subscribers as many people turn to piracy sites over paid platforms. In the face of the ongoing cost of living crisis, people are looking for savvy ways to cut back on spending, and for many, that has meant finding ways to hack the system in the name of self-preservation.

Disney+ and Hulu are losing subscribers to piracy sites

Gen Zers have embraced digital wallets more than any other generation, but as the technology becomes widespread, they’re looking for more than mere cardless transactions. Young people expect seamless experiences from fintech, and the burden is on brands to build functionality into digital wallets.

High-earning Gen Zers favour seamless digital wallets

Survey data suggests that US Gen Yers are more interested in a work-life balance than other generations. Despite economic insecurity, many young people are prioritizing their personal lives over salaries, pointing to the demise of 'hustle culture' and a rejection of workplace burnout.

US Gen Yers prioritize work-life balance over salaries

China’s top developers face scorn from the nation as they file for corporate default, leaving homeowners-to-be far from the promised land. As the Chinese youth are caught between a housing crisis and long-standing expectations of home ownership, they have resorted to living in ‘refined poverty.’

Young Chinese people resort to ‘refined poverty’ amid housing crisis

The US-based dating app Score lets people prove they have good-to-excellent credit scores before they match. As people face increased cost of living and volatile economic landscapes, they're looking to extend financial responsibility to as many parts of their lives as possible.

Dating app connects users via credit scores

As brands look for ways to maximize profits despite rising costs, consumers are increasingly concerned about the tactic of downsizing products at the same price. The latest critic is US President Joe Biden, who called out this behavior in the context of the Super Bowl festivities.

Joe Biden criticises snack makers for shrinkflation 

Bearing a rising cost of living and the financial burdens of their parents and children, Indonesians are now managing their finances at much younger ages. As they brace themselves for this double whammy, Gen Z-focused app Whiz aims to empower them – one less lonely financial journey at a time.

How Whiz helps young Indonesians bond with family and finance

A report published by The Commonwealth Bank of Australia highlights generational differences in wealth, with Boomers remaining financially secure amid inflation due to homeownership, reduced spending, and government support. This is in contrast to Gen Yers, who appear worse off post-pandemic.

Australian Boomers insulated from financial hardship

BMO and rapper bbno$ have collaborated on the song BPOT (Bills Paid on Time) as part of a Visa Card campaign targeting Gen Z. The ad went viral, speaking to Zers' desire for financial wellbeing, and their desire to expand their financial knowledge during turbulent times.

Canadian rapper bbno$ stars in relatable money ad

A report by Linkedin India highlights the country’s changing career landscape – with workers looking to move jobs for higher wages and better work-life balance. However, a competitive job market means people are expanding their searches beyond their current industries and reassessing career plans.

Report reveals Indian workers' changing priorities

Female Invest offers a one-stop universe for financial knowledge, underpinned by community and geared towards women. With a mission to close the financial gender gap and help women invest in a male-dominated field, the company boasts more than 45,000 members globally and aims to democratise finance.

How Female Invest is empowering women’s finances

Many fintech apps focus on making complex financial topics – like stock picking and compound interest – easier for the average person to understand. London-based Communion goes one step further, targeting young people who feel like they can’t even make a start with savings.

How Communion helps Britons to save money

‘Poly-employment’ – working multiple jobs – is rising as people search for ways to combat inflation, find flexibility, and offset potential layoffs. Particularly common among Gens Y and Z, it signals that traditional attitudes towards employer loyalty and job security are shifting.

Poly-employment rises as workers try to hack the system

Ease of use and interoperability have made homegrown instant payment systems the preferred mode of transactions for payments for millions of Indians who are becoming more digitally savvy and evolving commerce locally. Now, the United Payments Interface (UPI) is trying to recreate its success abroad.

How cashless payments are restructuring the Indian economy

Alma aligns with French money values by offering BNPL services that resonate with the country’s approach to personal finance. By allowing customers to spread payments over time without incurring interest, Alma is tapping into the mindful budgeting and responsible financial management shift.

How Alma appeals to French money values with BNPL services

While attending a Bipartisan Policy Center panel discussion, the CEO of JPMorgan Chase, Jamie Dimon, suggested that the rich should be taxed more to support those less well-off. Though an old concept, Dimon's comments reflect a shift in perceptions of capitalism as an equitable economic paradigm.

Jamie Dimon reflects desire for a more equitable economy

In an increasingly automated digital age, people are paradoxically feeling more disconnected than ever. Amica Mutual Insurance's campaign prompts people to consider the importance of IRL connections and understand that looking out for each other isn’t groundbreaking, but it’s what makes us human.

Amica campaign signals the importance of IRL connection

The Crocs Quick Trail repurposes Crocs' Classic Clog for the great outdoors. This signals the return of multi-purpose apparel, a key shift for brands to pay attention to this year as people's budgets remain tight and consumers look for functional and aesthetic value from their investments.

Crocs hiking clog resonates with critical spenders

New data from the Bank of England shows that UK consumer credit borrowing grew at the fastest rate for five years in November. Elsewhere, there is evidence that more Britons are turning to credit cards to pay for essentials such as food. What’s behind this uptick in borrowing?

Why are Britons maxing out on credit?

BlackRock has released a refreshingly 'boring' video ad introducing its iShares Bitcoin Trust ETF (IBIT). Doing away with crypto jargon, it’s breaking down financial information in palatable and easy-to-understand ways to appeal to an untapped demographic in the bitcoin landscape – boomers.

BlackRock’s accessible ad courts bitcoin-curious Boomers

HomeEquity Bank's 'Ask Yourself' campaign encourages Gen X Canadians to explore the option of home equity for enhanced later-life financial flexibility. Inflation and the cost of living crisis has made many Gen Xers rethink their financial futures, prompting them to consider saving alternatives.

HomeEquity Bank tempts Gen Xers with reverse mortgages

Despite younger generations driving the growth in ESG funds, recent polls reveal their interest in this has declined since 2022. Their investment preferences now align more with Boomers, signaling a shift away from prioritizing values over returns due to various economic and political pressures.

Interest in ESG funds plummets among Gens Y and Z

Young Indians are sparking a dating revolution in India, challenging traditions and embracing diverse connections. From focusing on the journey rather than the destination to opting for budget-friendly experiences, Gen Z is redefining romance in a digitally driven landscape.

Gen Z Indians are shaking up dating culture. What's next for romance?

John Lewis has released a campaign encouraging people to shop in its January sales. Drawing on both high quality and low price, as well as a treat-yourself mindset, the campaign taps into a more critical approach to spending amid cost of living concerns and a continued desire to indulge.

John Lewis nudges shoppers to give into sale temptation

EQ Bank's ad featuring Dan and Eugene Levy from Schitt's Creek warns Canadians against unthinkingly sticking to one bank. The father-son duo highlight the behavioural tendency to favour known options and suggest considering better alternatives, emphasising the benefits of switching banks.

'Schitt's Creek' stars and EQ Bank make finance fun

Budgeting trends like 'no-spend January' are spreading across the internet as young people respond to money worries and try to reform their bad spending habits. Anti-consumerist sentiments are growing among young people, driven by rising costs and a lack of financial education.

'No-spend January' challenges consumerist norms

Scotiabank is reviving its 'You're Richer Than You Think' campaign that shows the frivolity of comparison with others. Despite economic challenges, the ad emphasises life's greater importance than wealth accumulation, positioning the bank as a reliable brand while boosting customer confidence.

Scotiabank helps Canadians feel hopeful about money

Gen Zers are digitally tracking their outfits to monitor how often they wear each piece and move towards slower models of fashion consumption. As budgets get tighter and sustainability awareness increases, young people are looking to become more intentional with their money choices.

Gen Zers turn to wardrobe tracking to manage consumption

Money

Would-be homeowners are feeling hopeless in their pursuit of property

As the cost of living crisis affects spending power around the world, the property market is looking even further out of reach for all but the most privileged. As a result, some people are turning to unconventional platforms to get their feet on the ladder while others are giving up on the idea of ever owning a home.