1. Consumers Seek Value, Not Sacrifice

A combination of trade tariffs, inflation fears and recession signals are influencing consumer spending habits. Globally, 77% of consumers are actively changing their purchasing behaviour in response to cost increases (EY, 2025). Rather than give up on feel-good buys, consumers are investing in lower-cost options across fashion, travel and food.

2. Unvarnished Financial Insight

People are growing weary of expert-led financial advice that glosses over the reality of debt, emotion-fuelled spending and stagnant salaries. Instead, many are turning to their peers for guidance. From salary transparency to meticulously detailed (but imperfect) household budgets, consumers want guidance that accepts the messy reality of balancing wants and needs.

3. Retirement Concerns Morph Alongside Demographics

As the global population ages, younger people are starting to proactively consider retirement savings and strategies. New financial services are guiding young adults through the process of developing a cost-effective, age-appropriate retirement saving strategy, whether through low-cost index funds or automatic investments.

4. Money Dysmorphia Mainstreams

Money dysmorphia – a distorted perception of one’s financial status – is increasingly prevalent worldwide. Some blame the onslaught of lavish lifestyles on social media, others on growing wealth gaps. To help consumers cope with the resulting financial dissonance, smart brands are rethinking budgeting tools that pair emotional support with fiscal pragmatism.

5. US Tariffs Drive Politically Motivated Spending Decisions

Amidst ongoing uncertainty surrounding US-imposed trade tariffs, companies and consumers worldwide are adjusting their purchasing habits. American companies are engaging in tariff engineering – fine-tuning products to avoid steep price increases – while US consumers are blaming the Trump administration for economic woes. Meanwhile, global companies and consumers are eschewing American-made products and services.

6. Amidst Regulation, Crypto Grows Up

Despite its reputation as a volatile asset, new regulation, products and services for crypto are proving the category’s financial credibility. While some young people are investing in meme coins (a volatile, hype-driven form of crypto), financial institutions are prioritising stablecoins – crypto whose value is tied to real-world money – as an option to streamline cross-border transactions.

7. AI Becomes a Financial Co-Pilot

From shopping assistance to personalised money advice, AI is embedding into consumers’ day-to-day spending decisions. Some people are treating AI as a surrogate financial advisor that provides (supposedly) unbiased investment and budgeting advice. Others are seizing on AI as a cheat code for bargain hunting, allowing them to search vast swathes of online sites for the best shopping deals.

8. Rewards & Cashback Drive Demand

In the US, 91% of credit card holders value their card’s rewards programme (American Banking Association, 2025). This mentality is growing as young people consider top-tier cards – those with high annual fees and rewards – access points to luxury. However, the lure of rewards transcends credit cards as savvy brands bringing cashback and travel perks to other categories.

9. Insurance for Modern Needs

Evolving consumer concerns are forcing the insurance sector to adopt more nimble services and expand coverage to newly pressing concerns – evolving topics we explore in Insurance for What Matters Now. Products now exist for everything from fashion rentals to pets to IVF, all intended to give consumers peace of mind with meaningful or high-risk purchases.

10. Democratising Gen Alpha’s Money Smarts

As we highlight in Gen Alpha: The New Rules of Childhood, young people are growing up with greater access to financial information – but that doesn’t necessarily translate to money savviness. Smart brands are directing kids to money know-how with everything from edutaining digital games to digital banking with training wheels.