Stefan Kelly is a Senior Behavioural Analyst at Canvas8. Stefan has a background in behavioural science and psychology, and has spent most of his career researching how people form beliefs and make decisions. Now he spends most of his time trying to understand the interactions between identity, uncertainty and culture. After work, he's likely reading old psychiatry blogs, scouring 2nd hand clothing apps, or failing to get Arsenal tickets.

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

United States

Restaurants and takeaways

Work

Savings and investments

Some American coffee shops are ditching tipping for higher wages and prices, reflecting a shift towards fair compensation amid changing attitudes and tipping fatigue. This move – spurred by economic pressures and a desire for transparency –  marks an effort to redefine service industry standards.