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Western Europe

Why Financial Literacy is So Important to European Gen Z

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Financial literacy is a priority for many young Europeans, and brands can step in to help them grow their skills…

TL;DR

  • Financial literacy is the top skill young Europeans wish they were taught at school
  • Many trust social media and “finfluencers” to help them learn finance tools to better budget their lives—with TikTok being their go-to
  • Over four in five young European parents want to teach the next gen about financial literacy
Nearly nine in ten young Europeans have seen their bills increase in the past year according to YPulse research. And for a long time, their salaries didn’t catch up with inflation either: only very recently did wages rise faster than inflation, according to the UK’s Office for National Statistics. But as more and more young...

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