Research Based Campaigning for Cash

Pascal Wicht, Strategic Designer at SICPA, presented at October’s ATMIA conference on the social role of cash, particularly for Gen Z. This work forms part of the International Currency Associations (ICA) programme of understanding and advocating for cash by going beyond the pure retail and payment functions of cash.

Change is here

The world is changing:

• Only 41% of the world’s population now lives a purely rural life.
• People who live in the 38 countries that are members of the Organisation for Economic Co-operation and Development have very different lives from those that don’t. 70% have formal employment, while in countries such as Sub-Saharan Africa, South Asia and parts of Latin America, that figure is less than 20%.

In addition, digitisation is changing how we live. Reed Hastings, CEO of Netflix, made the comment that, ‘we actually compete with sleep, and we’re winning’. The implication of that statement for how people live and interact with the world is significant.