Gen Zers are increasingly prioritising banking that’s both ethical and sustainability-minded. Tomorrow, a challenger bank founded in Germany, positions sustainability as its top goal, leading the way for brands to merge necessary service offerings with values-driven behaviours.

Distrustful of traditional financial institutions, Gen Yers are more likely to favor digital banking experiences, according to research. As a generation with more debt and lower incomes than their parents, digital challenger banks are providing them with a greater sense of control over their finances.

The health crisis caused by COVID-19 is steadily making way for an economic crisis as businesses seek support in restarting operations and individuals face up to job insecurity. Canvas8 spoke to 17 people in the UK and US to find out how their spending habits have been impacted by the pandemic.

Amid lay-offs, furloughs, and a looming recession, the economic scars of COVID-19 are palpable. As a result, Britons are feeling the pressure, and they’re dipping into their savings to cover costs. Brands that can help people feel more secure are likely to win favour in this context.