Research unveiled today has revealed the extent to which brands need to be more responsible when it comes to advertising to young UK adults who are facing growing debt and mounting mental health struggles over money.
It found that nearly two-thirds (64%) of UK young adults (aged 18 – 24 years) believe brands have an important part to play in educating young people around debt and credit scores.
However, a similar number (62%) also believe retail brands – in particular – don’t do enough to help young people understand the risks around credit – and 66% don’t feel brands are transparent about the potential risks and pitfalls, or the benefits, of the credit options they offer.
Half (50%) of young adults have been encouraged by brands to use credit options to pay for goods and services and 56% believe financial brands tend to encourage young people to take on loans or credit.
The survey of 1,500 young adults across the UK was carried out by media agency UM in partnership with suicide prevention charity Campaign Against Living Miserably (CALM) and MoneySuperMarket as part of the Money Talks 2025: The Youth Tax report. This is a follow up to the groundbreaking Money Talks research study in 2024, looking at the relationship between financial worries and mental health.
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
A quarter (27%) are currently in debt
One in ten of those in debt have experienced suicidal thoughts and a third (33%) have self-harmed due to worries over money and debt over the past 12 months.
In addition, it highlighted the role of social media when it comes to younger consumers’ relationship with money. Sites like TikTok and Instagram are their second most-popular place to learn about financial topics, behind talking with friends and family.
More than half (52%) also say they feel pressure from social platforms to buy things to fit in or look a certain way, like clothes or cosmetics. Almost as many (43%) feel pressure to spend more than they can afford to keep up with lifestyles or influencers they see on social media and four in 10 said they have been targeted with adverts encouraging them to use credit options.
Olivia Wilton, insight Mmanager at UM London, comments: “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 slipping further into debt.
“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 that 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.”
The survey further highlighted that 60% of young adults wish the stigma about talking about money didn’t exist – and 53% don’t want to be judged.
Lis Barton, chief customer officer at MoneySuperMarket, says: “The latest Money Talks research shows the impact that money worries are having on young adults. We’re proud to partner with CALM to help young people look after their finances and their mental health. 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.”
Simon Gunning, CEO of CALM, adds: “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. Given the numbers of young adults currently in debt, these figures are truly alarming.
“We’ve heard from young people that they want to learn more about financial management and the options available to them. We’re working with MoneySuperMarket to improve financial literacy among young people, to help them take control of their financial futures and avoid costly financial decisions that can take a toll on their mental wellbeing.”
To request a full copy of the Money Talks 2025 report, please email umlondon@umww.com or visit www.moneysupermarket.com/
If you are struggling with your mental health or are experiencing suicidal thoughts as a result of money worries, Campaign Against Living Miserably (CALM) hosts a life-saving suicide prevention helpline and provides vital online mental health resources for anyone who needs them. Visit www.thecalmzone.net.
