Ella Halstead is a Senior Behavioural Analyst at Canvas8. After completing a Masters of Commerce in International Business, she shifted into the world of cultural insights. Specialising in qualitative research, she has a passion for uncovering unique human stories. Outside of work, she is a chronic ruminator, coffee drinker, and market-goer. 

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

Gen Z (born 1997-2010)

Gen Y (born 1982-1996)

China

Social networking

Savings and investments

Chinese women are sharing advice on how to cut back, posting their daily spending online for their 'savings partners' to see. With citizens under pressure from the economic slowdown and rising childcare and parental care costs, these saving communities are providing critical support.