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.


People are operating with a heightened perception of value

Critical Spenders

China

Money

Savings and investments

While buying gold is primarily associated with older cohorts in China, Gen Zers are increasingly purchasing the element as a stable, long-term investment. Amid financial anxiety in a volatile economy, people's investment priorities are shifting as they seek out greater stability and peace of mind.