Trendwatch: Easy money

This brief article explains the 'easy money' consumer trend, which describes the way in which consumers are taking greater control of their finances and expecting brands to help them do so.

Trendwatch: Easy money

David Mattintrendwatching.com

The consumer experience is inextricably bound to money. Earn, pay, save, spend: the imperatives at work are as old as consumerism itself. But technological advancements – and the mindset changes that they drive – mean consumers continue to demand new ways to fulfil those imperatives.

Consumers are bringing fresh expectations to their relationship with money, and, more broadly, with value. And as the boundaries between useful content, digital service and campaign become more blurred, smart brands are finding new ways to meet those expectations, and build relationships.

Take the rising expectation among many consumers...

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