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Al-Ahram Weekly

Akher El Shahr: How Gen Z are teaching themselves money smarts - Style - Life & Style

A student-led campaign is proving that financial literacy doesn't need to come from a textbook to make a difference. With inflation rising, the pound weakening, and household budgets under pressure, many young Egyptians are navigating more than just economic hardship — they're grappling with a crisis of financial confidence. For Gen Z, the stress of running out of money before payday isn't rare; it's routine. That's where Akher El Shahr (End of the Month) comes in — a financial literacy campaign created by eight Mass Communication seniors at Misr International University: Sarah Osman, Lama Abdelgelil, Layla Ahmed Hosny, Jana Yasser, Eyad Sadek, Malak Tarek, Rahaf Essam, and Reitage Alaa. Far more than a graduation project, the campaign is a savvy, culturally attuned response to a gaping hole in formal financial education. Supervised by Dr Nihal El Kharadly and teaching assistant Salma El Samanoudy, the team's research revealed a stark picture: just 26 percent of surveyed Egyptian Gen Zs felt confident in their financial knowledge. Nearly 80 percent reported frequent money-related stress, and 72 percent said they wanted more structured education on personal finance — but weren't getting it. Many young people turn to social media, and schools and universities fall short. The campaign found that two-thirds of respondents learn more about money from Instagram influencers than classrooms. But that comes with risks. 'Misinformation is very common,' says Danny Arafa of the investment platform THNDR. 'Between crypto hype and get-rich-quick schemes, there's a lot of noise out there.' Akher El Shahr takes a different approach. Instead of dry lectures or spreadsheets, it uses Instagram carousels, reels, and bold graphics to break down budgeting, saving, and investing — all in the slangy, Franco-Arabic vernacular Gen Z uses. 'Financial literacy shouldn't be boring or disconnected from our reality,' says Osman. 'We wanted to make something that felt like it was made for us.' The tone is casual, accessible, and grounded in everyday struggles. 'We're using the platforms and the language that people our age are already engaging with,' adds Layla Hosny. The campaign's Instagram page is clean, punchy, and well-designed—no small feat in an oversaturated digital landscape. While still in its early days, it's already gaining traction. There is plenty of room to grow: partnerships with finance professionals or trusted influencers could boost credibility, and interactive tools like live Q&As or polls could deepen engagement. But for now, Akher El Shahr is a clear sign that Gen Z isn't waiting around to be taught money skills—they're teaching themselves. Follow us on: Facebook Instagram Whatsapp Short link: