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.

People expect brands to rise to society’s challenges

Shared Values

Gen Alpha (born 2011-present)

United Kingdom

Savings and investments

Apps and software

Monzo is launching a new account for children aged under 16, which will let them set savings goals and organise money. With British parents increasingly looking for ways to safeguard their children's financial futures, the move looks to help Gen Alphas find their financial footing.