New research shows 62% of young adults feel financial and retail brands aren't doing enough to help them understand credit risks.

Recent research from Santander UK shows only a quarter of young people receive financial education in school. A separate study suggests that the responsibility to fill this gap may be shifting onto brands.

A report from Campaign Against Living Miserably (CALM) and MoneySuperMarket has found that nearly two-thirds (64%) of UK young adults believe brands should take on the role of educating them about debt and credit scores.

Of the 1,500 young adults surveyed, 62% feel retail brands are not providing enough guidance on credit risks, while 66% cite a lack of transparency around credit options. Financial anxiety is also on the rise, with 43% of young adults feeling pressured by social media to overspend and 27% of them in debt, 10% of whom have experienced suicidal thoughts due to financial stress.

Olivia Wilton, insight manager at UM London, stresses the importance of careful social media strategies. "While social campaigns are essential for reaching young people, brands must consider their impact on financial wellbeing. Influencer-led approaches should be managed with care," she says.

The research also highlights that 50% of young adults feel brands encourage them to use credit, with 56% believing financial brands promote loans or credit to younger consumers.

Wilton adds: "As trust in traditional institutions declines and mental health challenges increase, responsible brands have an opportunity to step in. By providing financial education and creating safe spaces for young people to discuss money, brands can build long-term trust and positive associations."