TRUMP, SALARY AND SAVINGS: 2025’s MOST AVOIDED TOPICS IN LONDON

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What do Trump, personal savings and your salary have in common? They’re all amongst the top 10 topics people in London most avoid – as voted for by the public.
The new research from smart money app Plum found that ‘Donald Trump’ is the topic Londoners most avoid talking about, with ‘personal debt’ and ‘Elon Musk’ accompanying people’s incomes and savings also in the top 10.
Nearly three in 10 (28%) people based in the capital city say they’d avoid talking about taboo topics for fear of starting an argument, 19% say it’d be because they don’t feel educated enough on a subject, and 22% also say it’s because of a fear of feeling judged. In fact, it’s estimated around 20 million Brits have avoided conversations on taboo topics in the last month alone.
However, this reluctance could mean Londoners aren’t just missing out on voicing their opinions but are also being left out of pocket. By avoiding tricky but important topics – like money matters – people could be missing out on opportunities, such as the best ways to save and grow their money.
According to Plum’s analysis of Bank of England data, more than £300bn is lying dormant in non-interest-bearing accounts with 15% of household cash savings currently sitting idle in easy access and flexible accounts where no interest is being earned. As a result, households are potentially losing out on almost £15bn of annual interest.
One in 10 (10%) Londoners can’t remember when they last reviewed their savings options and 8% say they never have. Just over half (51%) of people in London avoid talking about their personal finances where possible. 23% say it makes them feel uncomfortable and 13% say they find it overwhelming. More than one in 10 (11%) say it scares them.
Studies show humour can be used to tackle taboo topics by making them seem less threatening, decreasing stigma and creating a safer space for people to discuss them*. In fact, over half (49%) of Londoners said they’d find it easier to talk about uncomfortable subjects if humour was used to broach them (compared to just 5% who said it wouldn’t).
That’s why Plum has enlisted Mark Simmons (winner of Edinburgh Fringe 2024’s Joke of the Year winner) to create “Improv” Your Finances – a finance joke book to get people talking and laughing about the topic with the aim of encouraging more people to break their money taboo and take action.
Mark has also been taking his stand up to the streets to surprise members of the public in unexpected places to put positive finance firmly on the nation’s radar.
Mark Simmons, comedian says: “It’s no secret we’re probably one of the most polite nations on the planet. None of us want to upset the proverbial apple cart. Sometimes it feels easier to keep your head down and let others do the talking. But humour’s a great way of tackling stigma and acts as a great icebreaker – and it’s been great to see that in action. In fact, by testing this new material on one of the toughest crowds (the unsuspecting London general public) we were able to kick off loads of conversations with people about their finances. And I was only heckled three times.”
Plum’s Head of Money, Rajan Lakhani says: “We know that many people recognise the need to break their money inertia – and that they’ll reap the benefits of this. But it can be really hard to know where to start and to take the first step. We’re using humour to break through these barriers and face up to an important topic, but one they’ve been avoiding. And when people do engage, they realise it’s much easier to take action than they think, whether it’s tax-free returns through an ISA to setting money aside for a rainy day, thanks to simple, automated solutions like those offered by Plum.”
The research also revealed some of the most awkward questions people in London believe you can ask, including, “How much do you have in savings?” (35%), “Do you support migration?” (15%) and “Would you take Ozempic?” (13%).
For Mark’s full joke book, tips on personal finances and saving, and an easy link to download the Plum app, visit https://withplum.com/improv-your-finances.