Introducing Wallet Watchers – Brazen’s no-BS guide to what the nation’s actually spending.
Real Talk. Real People. Real Money.
Introducing Wallet Watchers – Brazen’s no-BS guide to what the nation’s actually spending.
Let’s be honest, when it comes to understanding what people are doing with their money, most marketing insight is about as useful as a five-pound note in a vending machine.
Glossy reports. Soho think pieces. Coffee-fuelled brainstorms inside SW1 boardrooms. They often miss the one thing that actually matters: the people. The everyday punters. The pint-buyers. The Tesco Clubcard hackers. The side-hustle warriors. The student savers. The parents stretching pennies.
Say hello to ‘Wallet Watchers’ – Brazen’s brand-new, boots-on-the-ground content series that gets up close and personal with how the UK is actually spending, saving, and surviving.
What is Wallet Watchers?
It’s monthly. It’s unfiltered. It’s got attitude. It’s the insight drop your brand didn’t know it was missing. Real voices, real opinions, and real behaviours from real people – not what a panel of marketing execs think might be happening.
Every month, we hit the streets – from Belfast to Bournemouth, Leeds to Luton – to chat with the people who are living it. No scripts, no spin, no spreadsheets. Just cold, hard cash conversations that tell us what’s hot, what’s not, and what’s never getting bought again.
Who’s it for?
Brands that want to matter. Marketers who are sick of assumptions. CMOs who know Soho doesn’t speak for Scunthorpe. If you want to create products, messaging and campaigns that genuinely connect with your audience, ‘Wallet Watchers’ is your new best mate.
Who’s behind it? Our secret weapon: Brazen Buddies.
It’s our one-of-a-kind influencer and intel network made up of the sharpest, most plugged-in content creators and cultural commentators across the UK. They’re the ones being asked what’s worth the spend, what’s getting binned, and what’s giving bang for buck.
From student TikTokers breaking down weekly food budgets, to single mums navigating school holidays on a shoestring – our Buddies bring the kind of real-life, real-money, real-market insight you just won’t find in your average brand workshop.
Why did we make it?
Because the cost-of-living crisis is more than a headline. Because “value” means different things to different people. Because not everyone’s brunching in Balham. And because the brands that win in this climate are the ones that get this – relevance isn’t about clever strategy, it’s about actual people.
Wallet Watchers helps you listen, learn and lead with what real people care about – from what they’ll splurge on to what they’re ditching entirely.
So, what will you get if your brand uses Wallet Watchers?
Raw, relatable consumer insight – the kind you can actually use
Trends with teeth – what’s rising, what’s falling, and what’s flying under the radar
Quotes that hit different – because “I’d rather starve than give up Netflix” says more than a pie chart ever will
Content worth sharing – made to fuel everything from creative concepts to campaign headlines.
Wallet Watchers – smart, scrappy and seriously useful. It’s made for brands that don’t want to just be part of the conversation – but own it.
