Context:

Generation Z is redefining consumption, linking it to self-presentation and social aspirations.

Problem: How do social media shape young people's consumption patterns? Project Goal: Reduce impulsive purchases among students through financial education and a conscious approach to consumption.

Project Deliverables: During the project, we also created a Report, Branding, website concept, posters, and social media content concepts.

Strategy:

Big Idea: "Conscious Choice - Your Power" Smart purchasing decisions are a form of personal independence and agency. Combining financial education with consumer psychology empowers young people to control their choices.

Key Message: "Smart Spending - Smart Living" Wise financial management as the foundation of a conscious and modern lifestyle. Thoughtful choices improve quality of life rather than focusing on the quantity of possessions.

Target Audience: Gen Z + Gen Alpha