In this week’s Our Take: Students perfect “thrifty hedonism,” Monzo goes IRL with feel-good finance, ASOS makes shopping bingeable, and Gen Z turns accounting into the new quiet flex.
Gen Z Still Spending, But Smarter
Even as the cost-of-living crisis continues to squeeze, students aren’t closing their wallets – they’re just shopping with strategy. According to PION!’s latest Students and the Rising Cost-of-Living report, Gen Z is perfecting the art of “thrifty hedonism”, balancing value with vibe. They’re stretching those loan drops, chasing discounts, and cutting back where they must, but they’re still making space for joy, connection and self-expression.
Across categories, intent to spend remains high. What’s changing is the why. Fashion choices are leaning toward quality, longevity and sustainability. Tech and travel purchases are timed with financial peaks. And when it comes to dining, beauty and wellness, students are trading down, not out, finding cheaper ways to feel good without missing out.
This generation’s relationship with money isn’t defined by scarcity; it’s defined by strategy. They see spending as a form of identity, not indulgence.
For brands, the playbook is clear: don’t just discount, deliver value. Tap into this audience’s emotional economy through loyalty schemes that flex with their finances, campaigns that sync with their spending cycles, and messaging that speaks to smart joy, not mindless consumption.
Gen Z might be watching their cents, but they’re still curating their sense of self.
Monzo Turns the Page
Fintech just got a little more feel-good. Monzo, the digital bank best known for its coral cards and friendly UX, stepped off the app and into Soho with The Book Nook, a real-world pop-up bookshop celebrating the launch of its new read, The Book of Money.
The shop had free coffee, live DJs, and one-on-one chats with “money wizards” instead of bankers in suits. Visitors could take a quiz to uncover their financial personality and walk away with a personalised copy of The Book of Money, Monzo’s jargon-free guide to making finances feel less frightening and more fun.
By turning financial literacy into a tactile, cultural experience, Monzo proved that even the driest categories can spark emotional engagement. All proceeds went to the financial education charity, Money Ready, further solidifying the brand’s ‘good money’ positioning.
Consumers are craving analogue connection from digital-first brands. We’re seeing more tech players go IRL to humanise their message, from Calm’s sensory pop-ups to Bumble’s physical cafés. Monzo’s move taps into this “touchable tech” trend, translating digital trust into real-world presence.
In a world of disappearing branches and AI chatbots, Monzo just reminded everyone that the most powerful financial tool might still be a good conversation, ideally over coffee and a good book.
AS SEEN ON SCREEN
Two decades after defining the phrase “As Seen on Screen,” ASOS is making it literal again with ASOS Live, its new in-app content-meets-commerce platform where users can watch creator-led videos and shop what they see in real time.
Since launching in August, ASOS Live has racked up hundreds of thousands of views, with 94% of traffic coming from replays – proof that today’s shoppers don’t just want to browse, they want to binge.
Live shopping is fashion’s latest frontier. As consumers shift from static feeds to dynamic, creator-driven content, brands like Shein, Estée Lauder, and now ASOS are reframing e-commerce as entertainment. Shopping isn’t a solo scroll anymore: it’s an interactive, social moment that feels more like streaming than selling.
For ASOS, this is a full-circle flex. The brand that started by helping fans dress like their on-screen idols is now hosting its own show, closing the gap between inspiration and purchase entirely.
In a market flooded with sameness, ASOS Live offers a reminder: the next wave of retail won’t just be online, it’ll be on air.
Gen Z’s Accounting Renaissance
Think accounting is dull? Gen Z would like to balance that assumption. With baby boomers retiring en masse, there’s a talent gap in finance, and younger workers are quietly cashing in. The Independent reports that accountants’ salaries regularly hit six figures, depending on the industry and level of experience.
But it’s not just about the paycheque. Gen Z is choosing accounting because it offers something rare in today’s chaotic job market: clarity. Stability, skill growth and purpose, wrapped up in a career that actually makes sense.
This signals a bigger cultural shift: Gen Z isn’t chasing the flashiest titles or startup chaos; they’re optimising for long-term value. They want jobs that offer both personal and financial returns on investment, and they’re rebranding “boring” careers as smart, strategic moves.
Accounting might never scream glamour, but in the age of hustle fatigue, it’s starting to look like the ultimate quiet flex.