LONDON, UK — New research from media agency UM, in partnership with MoneySuperMarket and mental health charity Campaign Against Living Miserably (CALM), has uncovered a stark reality: young adults are feeling the pressure from retail brands and social media to spend beyond their means, while lacking the financial education needed to navigate credit responsibly.
The Hard-Hitting Numbers
- 62% of young adults say retail brands don’t do enough to educate them on credit risks.
- 66% feel brands aren’t transparent about the potential pitfalls of the credit options they promote.
- 52% feel pressured by social media to buy things to fit in, while 43% spend beyond their means to keep up with influencers.
- 27% of young people are currently in debt, and 1 in 10 of them have experienced suicidal thoughts as a result.
The study, part of the Money Talks 2025: The Youth Tax report, paints a concerning picture of the financial burden weighing on young adults in the UK. With more than half (52%) of respondents saying they are more worried about money now than a year ago, it’s clear that financial anxiety is mounting. Even more troubling, 33% of young adults who have been in debt over the past year have self-harmed due to financial worries.
Social media plays a crucial role in shaping young people’s financial behaviors. Platforms like TikTok and Instagram are now the second most popular sources of financial advice after friends and family. But with four in ten young adults being directly targeted with ads promoting credit options, it’s clear that brand responsibility is more critical than ever.
Olivia Wilton, Insight Manager 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, visit www.moneysupermarket.com/moneytalks.
