CASH. Money likes quiet
Poles talk about everything except money. This sentence is not just a title - it is an observation. Money is a factor in every major life decision, but as a topic of conversation it is excluded from families, relationships and work. The KASA report is an attempt to listen to this silence - and to what lies behind it.
For the first time in the history of IQS surveys, more Poles view their financial situation negatively than positively. This is the ‘tipping point’ predicted by economists. Poland is entering a phase of defence, not expansion. And this is not a temporary fluctuation – it is a change of direction that requires brands to reset their communication strategies.
Those with a negative outlook need recovery. Those who are stable need management. Those with a positive outlook need growth. A single offer for everyone is a mistake. Three segments, three completely different value propositions, three different tones of voice.
Four generations, four languages.
In this report, we look at money through the eyes of four generations. Baby Boomers have peace of mind and perspective. Gen X is at the most challenging point in the financial cycle – the peak of their earnings, but also the peak of their fears about the future. Gen Y is juggling life in the here and now with building a financial cushion, a mortgage and concerns about retirement. Gen Z is both the most stressed and the most optimistic – and is the only generation to regularly place bets with bookmakers, as they do not believe they will earn enough for their dream home through honest work. These are four completely different communication briefs under a single brand.
What does this mean for brands?
The report identifies eight unoccupied strategic fields – ranging from relationship packages in banking, through the digital envelope as an alternative to the budget dashboard, to debt consolidation with a positive brand image and investment education for Gen Z. These aren’t trends - they’re real areas with no market leaders.
Money likes quiet. But there is plenty to be done around that silence.
The report comprises eight thematic modules, available in two versions. The core of the report consists of four modules: the values and emotions associated with money, current financial situation, day-to-day money management, and relationships and finances. These provide a comprehensive picture of how Poles think about money, how they manage it on a daily basis, and how the topic of finances features in their relationships with loved ones.
The remaining optional modules are: financial security (insurance, protection against fraud, sense of security); spending money (shopping strategies, special offers, loyalty schemes, BNPL); loans and credit (attitudes towards debt, barriers, credit plans) and surplus funds – saving and investing (what Poles do with their money when they have some left over, and why they so rarely grow their wealth).