Young adult consumers demand a lot from their fave brands, but marketers probably weren’t expecting this
Young adults, bombarded with slick ads and influencer lifestyles, are a coveted prize for brands. But new research reveals this generation is deeply concerned about debt and it’s wreaking havoc on their mental health.
For freelance marketers and small businesses aiming to capture their attention, understanding and respecting their anxieties goes hand in hand with gaining their trust.
In this article, we offer tips on how to win young adult customers by prioritising creditworthiness and mental health. New research finds transparent, ethical marketing builds trust and loyalty in a debt-conscious generation.
- 62% of young adults think retail brands don’t do enough to help them understand the risks around credit
- 66% feel brands aren’t transparent about the potential pitfalls of the credit options they offer
- A quarter (27%) of young people are in debt and one in ten of that number have experienced suicidal thoughts as a result
- Half (52%) of young adults feel pressure from social platforms to buy things to fit in
- 43% feel pressure to spend more than they can afford to keep up with lifestyles or influencers
Risks of credit
A recent study, “Money Talks 2025: The Youth Tax,” conducted by media agency UM in partnership with suicide prevention charity Campaign Against Living Miserably (CALM) and MoneySuperMarket, paints a sobering picture.
A staggering 62% of young adults believe retail brands fail to adequately explain the risks of credit, while 66% feel transparency is sorely lacking. With a quarter of young people already in debt, and a shocking one in ten of those experiencing suicidal thoughts as a result, the situation is critical.
The report highlights just how urgent the mental health issues around money have become among young adults in the wake of the ongoing cost-of-living crisis. More than half (52%) of young adults are more worried about money now than they were a year ago.
Freelancers who guide clients to show genuine concern for their customers’ financial well-being can build trust and loyalty in a market increasingly wary of predatory practices.
Social media minefield
Olivia Wilton, Insight Manager at UM London, warns that while influencer-led marketing and social media strategies are commonplace, they must be handled with care.
Wilton explains, “Social media campaigns are vital to brands because they need to be where those young adults are, and we’ve recently seen announcements that some major brands are moving to influencer-led strategies. However, social media needs to be handled carefully to prevent more young people from slipping further into debt.
She continues, “With trust in institutions fading fast and a mental health crisis developing, it’s up to responsible brands to step up to educate younger consumers about money. Those who create platforms for education and give people somewhere safe to talk about their money worries can differentiate themselves within their category. By looking outside of the traditional sales funnel, they also stand to reap the rewards of more positive brand associations over the longer term.”
Freelancers can handle this minefield by helping clients with campaigns that promote responsible spending and transparent pricing. Instead of pushing impulsive purchases, they can focus on value, durability, and financial literacy. Collaborations with influencers who champion mindful consumption can also resonate deeply with this audience.
Build brand loyalty through trust and transparency
The research found young adults have a high demand for honesty. They have lived through cancel culture. However, what may be surprising for many brands is that some 64% of young adults believe brands have a role to play in educating them about debt and credit scores.
Now, some marketers and brands may be thinking, why should they be responsible for personal finance education if they are selling hoodies? Aren’t parents and teachers supposed to cover that?
Lis Barton, Chief Customer Officer at MoneySuperMarket, emphasises the importance of practical support.
“The latest Money Talks research shows the impact that money worries are having on young adults,” she says. “Our online Money Talks hub is full of practical support about how to start conversations about money and help young people take control of their finances.”
For example, copywriters and illustrators engaged by clients that market to young adults can emulate this by offering clear, concise information about a brand’s products and services, including payment options and potential risks. Illustrators and copywriters should avoid creating infographics, for example, with jargon and buzzwords that do not really explain anything can be dangerous. That is why providing clear definitions and suggested resources can build trust. That way young customers feel they are making more informed purchases.
Debt & suicidal thoughts: addressing the mental health crisis
The link between debt and mental health is undeniable. Simon Gunning, CEO of CALM, offers his thoughts on the alarming statistics: “We know there’s a link between debt and suicidal thoughts, but young people are 77% more likely than the total population to have experienced them over money worries.”
This isn’t just about financial advice; it’s about empathy and understanding. Freelancers who work with brands that cater to this segment of the market can suggest to clients that they can create a safe space for open dialogue by acknowledging the emotional toll of financial stress. Promoting resources for mental health support and destigmatising conversations about money can foster a sense of community and connection.
By taking creditworthiness seriously and addressing the anxieties of young adult consumers, freelancers can help the brands they work with build lasting relationships with their younger target audiences.
For freelancers looking to win over the hearts and minds of young adult consumers, here are some things to consider:
- Prioritise transparency: Be upfront about pricing, payment options, and potential risks
- Promote responsible spending: Focus on value and durability over impulsive purchases
- Embrace financial literacy: Provide clear and accessible information about managing finances
- Acknowledge mental health: Recognise the emotional toll of debt and promote support resources
- Build trust through authenticity: Engage with young adults in a genuine and empathetic manner
- Use social media responsibly: Partner with influencers who promote mindful consumption