In the turbulent economic environment, money is losing its value. Consumers are reevaluating their spending across sectors. With a looming crisis of trust in financial institutions, how are people managing their budgets? And how can brands navigate the complex relationship between value and cost?

Some Gen Zers are prioritizing shared financial values over physical attraction and religious beliefs in their romantic endeavors. Financial concerns, driven by the rising cost of living, are influencing their approach to love and causing them to adopt long-term planning in terms of finances.

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.

Backed by Arsenal footballer Jorginho, Gather is a fintech app that lets users pick investment portfolios based on risk appetite and social values. Its USP is that it speaks Gen Z’s language – but how exactly is it making money management and financial decision-making intuitive for young people?

From the cost-of-living crisis to rising interest rates, British Gen Zers are looking for different ways to invest and build their future in a bid to take their financial literacy to the next level.