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 searching for stability in alternative sources of authority

Alt Faith

Gen Z (born 1997-2010)

Gen Y (born 1982-1996)

United States

Money

TV, film, and social media video

Research has revealed that YouTube is the leading platform for financial information among Gens Z and Y in the US. While TikTok is a leading search source for younger cohorts, the findings suggest that when it comes to more serious subjects like finance, YouTube is seen as a more credible space.