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?

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.

Digital challenger app Nine25 has positioned itself in the evolving digital banking landscape to address young Australians’ financial challenges. Through gamification, the company aims to make micro-investing more accessible and engaging for the next generation’s financial independence.

Canadians between the ages of 18 and 34 have indicated higher rates of stress about their debt, causing them to turn to side hustles to keep up with their standard of living. With multiple jobs and income streams normalised, increased stress levels provide an opportunity for brands to offer support.

Progressive Insurance has released a comedic spot appealing to young homeowners by mocking their parents. As younger generations seek financial guidance amid economic turmoil, financial providers are tasked with making the experience more relatable and less intimidating.