Against a backdrop of uncertainty, people are searching for new sources of control and stability. Where science and ancient wisdom have been conventionally pitted against one another, many are moving towards an integrated approach to authority that draws from the best of both worlds.

The conventional roster of life milestones is under review. Having kids in your 30s is no longer a given, if kids are part of the plan at all. Career progression is non-linear. Older Adults are finding new forms of independence. And Gen Z are embracing a more fluid definition of home.

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?

BMO and rapper bbno$ have collaborated on the song BPOT (Bills Paid on Time) as part of a Visa Card campaign targeting Gen Z. The ad went viral, speaking to Zers' desire for financial wellbeing, and their desire to expand their financial knowledge during turbulent times.

‘Poly-employment’ – working multiple jobs – is rising as people search for ways to combat inflation, find flexibility, and offset potential layoffs. Particularly common among Gens Y and Z, it signals that traditional attitudes towards employer loyalty and job security are shifting.

From the cost-of-living crisis to rising interest rates, British Gen Zers are looking for different ways to invest and build their future in a bid to take their financial literacy to the next level.

Many fintech apps focus on making complex financial topics – like stock picking and compound interest – easier for the average person to understand. London-based Communion goes one step further, targeting young people who feel like they can’t even make a start with savings.