DigiConsumers - Improving young people's financial skills in a digitalised consumer society

DigiConsumers in a nutshell

DigiConsumers is a multidisciplinary research project for identifying solutions to improve the economic and consumer skills of young people between the ages of 13 and 25 especially in digital environments.

Digitalisation has changed a number of everyday habits, such as consumption, savings and other money-related activities.

Foto: Iiro Rautiainen

The goal of the research

Actions to promote digital and economic skills require a comprehensive understanding of young people’s consumption habits and economic behaviours, as well as the factors that influence them in digital environments.

The aim of the study is to find practical solutions to improve young people’s economic and digital skills and to promote sustainable consumption.

A multidisciplinary consortium

DigiConsumers is a multidisciplinary consortium focusing on changes in the consumption cultures, consumption and economic behaviours and economic and digital skills of young people. The project will be carried out between 2019 and 2025 and it is funded by the Strategic Research Council (SRC) at the Academy of Finland.

Led by the University of Jyväskylä, the consortium also consists of University of Helsinki, University of Vaasa, Pellervo Economic Research PTT and Economy and youth TAT.

Work packages

Young people as consumers in digital environments

The factors affecting young people´s digital and financial skills inside and outside school
Assessing Financial Literacy – PISA and background
Game-based approaches and digital tools in financial education

Communications and interaction


Find more

Research Article • Mette Ranta, Gintautas Silinskas and Terhi-Anna Wilska

Young adults’ personal concerns during the COVID-19 pandemic in Finland: an issue for social concern

COVID-19 pandemic by investigating their personal concerns about mental well-being, career/studies and economic situation. The authors investigated how young adults’ (aged 18–29) personal concerns differ from older people’s concerns (aged 30–65) and which person- and context-related antecedents relate to personal concerns.

Dissertation • Jussi Nyrhinen

Social Capital in the Digitised Servicescape

Digitalisation has placed retail stores under re-examination due to the changing servicescape (i.e. the shopping environment) and social interactions with store personnel and other customers that are experienced across both online and offline stores. This interdisciplinary dissertation seeks to fill a research gap in the marketing literature concerning the servicescape and the sociological theory of social capital, including how interpersonal relationships and social networks constitute the service experience and how the digital–physical servicescape facilitates trust, human contact and communities.

Research Article • Cornée, Simon; Kalmi, Panu; Szafarz, Ariane

The business model of social banks

The main reason for the existence of social banks is to fund other social enterprises. On that basis, Simon Cornée from the University of Rennes 1, Panu Kalmi from the University of Vaasa and Ariane Szafarz from the Université Libre de Bruxelles propose that social banks can operate profitably and still lend to their borrowers at attractive interest rates when their owners and depositors accept lower returns on their investments.