Talking money is no longer taboo, especially for younger generations

New research shows 42% of Gen Z and 37% of Millennials feel comfortable discussing money at the dinner table - double that of Gen X and Boomers. This generational shift isn’t just a social trend. It’s a brand opportunity for forward-thinking marketers, brand leaders, and organisations to connect with youth on topics they care about and co-create messaging that resonates, educates and empowers.

At We Are Futures, we help brands tap into cultural moments like this to spark advocacy, build fandom and drive real growth. We bring young people into the process, creating campaigns with them, not just for them so brands show up with authenticity and relevance where it matters most.

Want to turn cultural moments like this into brand growth? Let’s talk.