The cost of living crisis has made people hyper-conscious about money, leading many to look for ways of better managing their finances. Canvas8 spoke to Dr. Chuck Howard about how budgeting influences people’s spending behaviours and what brands can do to support consumers.
Dr. Chuck Howard is an assistant professor of marketing at Texas A&M University’s Mays Business School. An expert on consumer financial decision-making, he uses insights from his research to develop simple strategies that help people improve their financial outcomes.
Rachel Choi is a Behavioural Analyst at Canvas8. With a degree in Archaeology and Anthropology from Oxford University, she has an interdisciplinary understanding of behavioural and cultural patterns across societies. She has a love for stories that capture the nature of human experience, through writing, media, or material culture. Outside of work, you can find her attending exhibitions, oscillating between overthinking and head-empty-just-vibes, or rewatching her favourite (usually Studio Ghibli!) films.