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?

The grim financial outlook for young people is no secret – and they’re catching on. Their intense worries have given rise to ‘money dysmorphia’, with their fiscal anxiety spiraling even when their situation isn’t that bleak. How can brands help to soothe them and make them feel more in control?

Money matters often evoke feelings of stress, shame, or avoidance – especially with the cost of living and inflation looming over Britain's wallets. Monzo promises to soothe these uncomfortable feelings via an ad that shows ways to transform financial worries into positive experiences.

Credit Karma reports that US Gen Zers continue to be influenced by social media when it comes to overconsumption, but they’re also resisting the allure of influencer-driven purchases. As brands navigate these tensions, there’s an opportunity to invest in non-paid UGC to drive long-lasting loyalty.

Gen Zers are losing trust in traditional financial institutions and looking to gain knowledge on money matters from sources they can relate to. Within this context, the finfluencer Haley Sacks – aka ‘Mrs. Dow Jones’ – is aiming to make financial education accessible and fun for young women.