Sensemaker Has buy now, pay later gone too far? (Revisited)
Dec 25, 2025
Join industry experts Chris Laverty and Iona Bain as they dive into the growing phenomenon of buy now, pay later (BNPL) services like Klarna. They explore how these platforms gained traction during the pandemic, particularly among millennials and Gen Z, thanks to their ease of use and lack of credit checks. However, the duo raises concerns about hidden debts, late fees, and the upcoming regulation requiring tougher affordability checks. Can this convenience really be sustainable, or is it leading consumers into deeper financial waters?
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How Klarna Became Mainstream
- Klarna used influencer marketing, bright branding and retailer partnerships to normalise buy now, pay later for Gen Z and millennials.
- The service scaled rapidly during Covid as online shopping and financial strain increased demand.
Buying Big Things With Klarna
- A social media user described buying a £1,200 bed using Klarna and calling themselves 'Klarna-ing' it.
- The example illustrates how consumers frame large purchases as manageable with BNPL.
Ease Explains BNPL's Popularity
- BNPL products often skip full credit and affordability checks and let users spread costs over weeks or months.
- That ease and flexibility explain much of BNPL's rapid adoption among younger shoppers.