A study by Intrum has found that 24% of the Portuguese population feel worse about themselves or their lifestyles because of what they see on social media. The findings were published in the European Consumer Payment Report (ECPR) and released for World Social Media Day this Tuesday. The report says 76% of Portuguese respondents believe these platforms create unrealistic financial expectations, higher than the European average of 70%. It also warns that people with greater financial fragility are more likely to make impulse purchases and take on debt in order to match the lifestyles promoted by digital influencers. Among those classified as “fragile,” 38% say influencer lifestyles have damaged their mental health, compared with 19% of those considered “resilient.” The study adds that Gen Z is especially affected, with 19% saying they have gone into debt to copy social media lifestyles and 46% reporting worse mental health linked to this exposure. Intrum Portugal General Director Luís Salvaterra said constant exposure to idealised living standards can create exclusion and frustration that harm self-esteem and financial wellbeing, while the report also notes that the Algarve, Madeira, and Azores are below the national average in how much BNPL affects buying decisions.
