Today, audiences are shaping the cultural agenda. Empowered to speak up for the causes they believe in, people are actively calling out brands they see as inauthentic. What are the main drivers of this behavioural shift? And how can brands win the trust of these outspoken advocates?

Against a backdrop of uncertainty, people are searching for new sources of control and stability. Where science and ancient wisdom have been conventionally pitted against one another, many are moving towards an integrated approach to authority that draws from the best of both worlds.

TikTokers are unfollowing celebrities and businesses on Instagram as a method of micro-protest against wealth inequality – triggered by Gamestop. It highlights another way younger people are using social platforms to move as a herd for the issues affecting them most.

The pandemic is the rainy day that your parents told you to save for, but many have no savings to rely on – especially those who have been historically underserved by banks. Enter Esusu: an app aiming to help immigrants and marginalized groups achieve economic prosperity.

With the pandemic impacting women disproportionately more than men, there’s a need more than ever to create equity within finance. Rainchq empowers women to take ownership of their personal finances and reflects how women are starting businesses that address their core needs.

Have frictionless payments gone too far? Are women finally set to get targeted financial advice? And will investments’ eco-credentials trump potential returns? In this part of the 2021 Expert Outlook, we speak to three experts about how people are redefining their relationships with money.