Amidst global economic uncertainty, an ongoing cost-of-living crisis, the spectre of recession and memories of previous economic crises still looming large, audiences are looking to a strengthening vanguard of (credible) financial influencers (finfluencers) for succour, including practical help, on #MoneyTok (three million videos), Instagram and YouTube.

Finfluencing is most avidly consumed by Gen Zers (in the US, 68% say they’re influenced by financial information on social media, echoing a global pattern – see Key Stats) and is breeding new financial behaviours and mindsets. We break down key cohorts: the Financial Wellness Gurus, Futureproofers, Alt-Finance Moguls and Do-It-for-the-Plot Spenders.

Inspired by the financially independent content creators they adore, older Gen Alphas (tweens) are kick-starting their financial journeys and soaking up advice on earning, saving and building wealth on YouTube, Roblox and TikTok. With plenty still to learn, they – and their parents, with whom there’s a key chance to ally – seek financial literacy assists from brands.

New-gen terminology is emerging online, encapsulating the behaviours and attitudes distinctive to 2025’s financial landscape, providing camaraderie and clarity for audiences (and brands) struggling through an ever more complex economic landscape. We present the must-know terms.

This year’s amplified global trade tensions (e.g. tariff wars) have generated a flourishing social media niche: observers cataloguing and commiserating over possible harbingers of an incoming recession. From recession-indicator TikTok and Instagram content to cathartic recession pop music and underconsumption-related #recessioncore posts, this micro-trend provides an invaluable gauge of audience anxiety for brands to allay or ally with.