Trend: There is now a generational disconnect when it comes to milestones like buying homes, getting married, and starting families. Financial realities are keeping those dreams out of reach for many. This is feeding widespread sentiment that it’s better to live for today — either because tomorrow is uncertain, or that it will simply take care of itself, because individuals feel powerless to take personal control.

Tension: Traditional milestones are still very much prioritised in many countries; even as increasing numbers find they are out of reach.

Takeaway: Nihilistic tendencies drive people to live in the moment and potentially take rash decisions, exemplified by the rise of buy-now, pay-later and personal debt products. Helping people to bridge the gap between their lived reality and their aspirations is an opportunity for brands and governments alike.