 is a Behavioural Analyst at Canvas8. Her interests span from the rise of AI and its implications on humans to digital trends across culture. 

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 Kingdom

Money

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UK Royal Marines recruits will undergo foundational financial literacy training as part of an initiative from the 

 Financial Literacy and Inclusion Campaign. With many Gen Zers stressed about their finances, brands can help to develop their financial knowledge as they earn higher salaries.