Rachel Choi is a Behavioural Analyst at Canvas8. With a degree in Archaeology and Anthropology from Oxford University, she has an interdisciplinary understanding of behavioural and cultural patterns across societies. She has a love for stories that capture the nature of human experience, through writing, media, or material culture. Outside of work, you can find her attending exhibitions, oscillating between overthinking and head-empty-just-vibes, or rewatching her favourite (usually Studio Ghibli!) films.


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

Japan

Money

Shopping

Japanese households once again cut spending in September due to inflation and a weak yen pushing up living costs. As people continue to face financial anxiety, there is a burgeoning demand for budget-friendly brands, while many workers are also seeking a better work-life balance.