Safa Arshadullah is a behavioural analyst at Canvas8 with a background in organisational studies and strategic communications. To her, exploring behavioural and cultural insights is a means of learning nuances to better foster equity and justice in the world. Outside of work, you can find her tinkering with her chai recipe, taking meandering walks in neighborhoods she’s never been to, or analysing one of the multiple TV series she’s watching.


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

Boomers (born 1947-1966)

United States

Shopping

Banking and payments

A study has found that nearly 75% of Boomers are planning on using buy now, pay later services when shopping for the holidays in 2024. As people navigate fluctuating finances, they're looking for more stability and control, and these findings show that BNPL is appealing to all generations.