As Gen Yers enter their financial prime, brands across sectors are looking at ways to adapt their offerings to meet the ethical expectations of this cohort. Online-only challenger bank Aspiration is appealing to them by putting trust, transparency, and sustainability at the heart of its business.

As trust in traditional financial institutions declined after the 2008 crash, challenger banks flourished. Yet while emoji passcodes and bill-splitting features may have been key selling points previously, a growing number of Britons are turning to these platforms for ethical investment options.

Sustainability may be the buzzword among shoppers, but prohibitive costs are making environmentally-friendly options unobtainable for even the most eco-conscious consumers. With people increasingly keen to go green, brands have an opportunity to make sustainable lifestyles more accessible.

A bank in the UK has released a manifesto detailing its plan to create a greener and fairer banking system. Banks are often criticised for a lack of transparency but with many people seeing the pandemic as a chance to rethink industry norms, Triodos is looking to shake up the system.