Flavia Russo is a behavioural analyst at Canvas8. After gaining her MSc in international development from KCL, she worked as a translator and researcher in the non-profit and political risk sectors. There, she gained experience conducting qualitative and ethnographic research, from which her passion for analysing cultural and behavioural trends develops. When not working, Flavia loves spending time with her many cats and dogs, travelling to exotic locations, or playing tennis.


In the turbulent economic environment, money is losing its value. Consumers are reevaluating their spending across sectors. With a looming crisis of trust in financial institutions, how are people managing their budgets? And how can brands navigate the complex relationship between value and cost?

Critical Spenders

Gen X (born 1967-1981)

United Kingdom

Fashion and Style

Benify

International Longevity Centre

Fashion Network

Mullen Lowe

EY/JA Worldwide

Gen Xers face the financial pressures of caring for their children and parents but remain prolific fashion shoppers. They value self-expression above all – but how are their priorities changing? Canvas8 spoke to nine Gen Xers across the UK to understand their evolving approach to fashion.