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Bank of England taps TikTok influencers in quest to reach Gen Z

Bloomberg
Bloomberg • 6 min read
Bank of England taps TikTok influencers in quest to reach Gen Z
Younger people can “feel quite disconnected from financial institutions,” says an accountant involved in one of the BOE’s TikTok videos, pointing to widespread misinformation online about personal finance. Photo: Bloomberg
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Hours after cutting interest rates for the first time in four years, Andrew Bailey, 65, made his debut on TikTok. 

It was a cautious foray for the Bank of England governor into a social media platform known for dance battles and lip-syncing. Rather than attempt any such physical feats, Bailey got out of his comfort zone by sitting down with a personal finance influencer to explain monetary policy to a younger generation increasingly suspicious of central banking. He even abandoned his omnipresent jacket and tie to project a looser, approachable vibe.

“I read all these articles about Taylor Swift’s impact and say, ‘Yeah, it’s interesting, but it’s not the big story,’” Bailey told his interviewer, Abigail Foster, dropping a name sure to resonate with the kids while discussing the BOE’s fight to contain rising prices. (Splurging Swifties may have made that job harder when the Eras Tour rolled through Britain this summer.) 

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