NatWest has launched an upbeat and hopeful ad that aims to motivate people to take the first step, no matter how small, towards improving their financial situation. The campaign rebukes the sense of gloom around the cost of living crisis and offers advice to help Britons regain a sense of control.

Amid rising inflation and stagnating wages, people in the UK are avoiding bill payments as they scrape together what they have for day-to-day spending. With many in need of urgent support, pressure is growing on brands as well as governments to step up and help consumers make ends meet.

Price rises and tax increases have created a gloomy economic picture for Britons who are only just starting to feel the crippling impact of the increased costs of living. Now, they are on the hunt for ways to save money and brands that can help them score a much-needed bargain.

What kinds of financial safeguards are people seeking across sectors? How can innovative tools help young people manage their money? What does empathetic support look like during a cost of living crisis? And how are fintech firms democratising access to financial know-how?