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?

The online-only Ally Bank has introduced new features to encourage Americans to change their attitudes towards saving and make it easier to achieve savings goals. As such, Ally Bank has brought financial psychology on saving habits, technology, and traditional banking together with new saving tools.

Coppel, Mexico’s largest department store, has debuted a mobile wallet app – helping close some gaps for unbanked Mexicans. Many Mexican citizens distrust financial institutions, but brands with public buy-in may be able to provide access to financial tools for those who don't have a bank account.

Mexican fintech firm DolarApp aims to give Latin Americans a way to bank via stable currencies, saving money on volatile exchange rates and providing a sense of security. Amid prolonged money worries, Mexicans are increasingly looking for banking solutions outside of domestic options.

As a values-driven generation, Gen Zers are increasingly prioritising brands that align with their beliefs and ideals around sustainability. Paris-based neobank, Helios, is supporting its banking services with climate action, offering tech-led digital financial solutions for eco-conscious consumers.