Urban List unveils the fourth instalment of their annual Financial Insights Report: Money Cents

Urban List, the leading lifestyle publisher, has just released its much-anticipated 2024 financial insights report, Money Cents 4.0. This comprehensive 50-page report provides an in-depth analysis of the evolving financial behaviours and mindsets of over 3,000 culture seekers in Australia and New Zealand. As consumers navigate an increasingly complex financial landscape, Money Cents 4.0 offers a roadmap for brands seeking to understand and connect with today’s financially engaged and dollar-savvy audience.

Building on years of tracking financial attitudes pre-, during, and post-pandemic, Money Cents 4.0 highlights a more confident and informed consumer base. It delves into the money motives that drive spending, saving, and investing decisions, reflecting a significant shift towards financial transparency and security.

Urban List’s Chief Commercial Officer, Jacqui La’Brooy, said: “Money Cents has woven a rich tapestry of insights into the fabric of Urban List over the past five years. In its 4.0 iteration, we encounter the most tuned-in and financially literate version of our audience yet.”

From mastering money moments to navigating property ownership, Money Cents 4.0 profiles the key financial trends that are shaping how culture seekers live, spend, and save in 2024. The report is a must-read for brands looking to create compelling and culturally relevant financial campaigns.

Director of Strategy, Hamish Taylor, said: “With so many money matters in the mainstream —interest rate hikes, cost of living pressures and looming recessions to name a few —it’s interesting to see how young culture seekers are navigating messy waters in their own way. This year’s outtakes aren’t just for those in the finance and banking space, but this report is valuable for all marketers who want to learn more about young people’s spending and saving goals and behaviours”.

Money Cents 4.0 is available now upon request by contacting Urban List on partnerships@theurbanlist.com.

Report Credits
Report authors: Director Of Strategy Hamish Taylor
Senior Strategist: Andrea Baulderstone (McDermott)
Chief Commercial Officer: Jacqui La’Brooy
Research
Head Of Brand & Culture Sophia Wilcox
Design
Digital Designer: Tai Pham
Digital Designer: Eric Ponce