Maria is a senior behavioural analyst at Canvas8. After completing her Master's degree in Social and Cultural Psychology, she delved into the world of research. Her experience ranges from behavioural science and design research to cultural insights. She loves asking questions, so naturally she specialised in qualitative research. In her free time, she likes to do all the usual things (from watching movies to hanging out with friends), plus playing ultimate frisbee and running long distance.

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?

Critical Spenders

Gen Z (born 1997-2010)

United States

Beauty

Skincare

In a crowded market, CeraVe has sought to break through the beauty landscape by using humour to promote its products. As Gen Zers engage with entertaining and subversive ads, CeraVe's latest move to launch a soap opera aims to connect with younger audiences while educating them on skincare.