 is a Behavioural Analyst at Canvas8. Her interests range from marketing and digital campaigns to evolution across the music industry.

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

Travel and Leisure

Money

The latest TikTok travel trend, ‘flying naked,’ goes beyond ‘traveling light’ – with just carry-on luggage – to the point of turning up with none 

. Aside from questions over practicality, the trend has sparked debate on whether viral cultural moments spark purposeful behaviors or performative ones.