Trendwatch: Easy money

David Mattin

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 that they should be able to measure every aspect of their lives, leading them to seek new tools that can help them to plan personal budgets, analyse spending and save money with the same accuracy and ruthlessness that a CFO brings to the company budget.