Makua Adimora is a behavioural analyst at Canvas8. After completing a bachelor's degree in chemical engineering, she shifted her focus to culture journalism. With a keen interest in music and culture, she has written for the likes of 

, and Al Jazeera, among others. In her spare time, she can be found overspending at Superdrug or writing about the new-school hip hop scene in Nigeria.

People are operating with a heightened perception of value

Critical Spenders

United States

Credit cards and loans

Americans are missing car loans and credit card payments more than ever as higher prices and borrowing costs continue to squeeze household budgets. The onus lies on brands to develop innovative solutions to help people manage their debt and navigate financial challenges.