The rapid growth of buy now, pay later services during the pandemic and their popularity among people facing financial challenges reinforces why there must be no delay to robust regulation of the sector, according to Which?. Marketing and media portrayals of buy now, pay later firms have created a stereotype of the typical user – young women in their early twenties keeping up with the latest fashions by spreading the cost of their purchases, interest-free. However, a new Which? report, including extensive in-depth profiling of typical users of buy now,…
Read MoreNew Which? report challenges stereotype of buy now, pay later users as fashion-conscious young consumers
