Makua Adimora is a behavioural analyst at Canvas8. After completing a bachelor's degree in chemical engineering, she shifted her focus to culture journalism. With a keen interest in music and culture, she has written for the likes of 

, and Al Jazeera, among others. In her spare time, she can be found overspending at Superdrug or writing about the new-school hip hop scene in Nigeria.

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.

Alt Faith

Gen Z (born 1997-2010)

Gen Y (born 1982-1996)

United States

Money

TV, film, and social media video

Research has revealed that YouTube is the leading platform for financial information among Gens Z and Y in the US. While TikTok is a leading search source for younger cohorts, the findings suggest that when it comes to more serious subjects like finance, YouTube is seen as a more credible space.