Yorkshire Building Society wins Thought Leadership Campaign of the Year

Yorkshire Building Society’s External Affairs team has won Thought Leadership Campaign of the Year at last night’s Headline Money Awards in London, recognising its impactful work championing financial education for young people.

The Headlinemoney Awards recognise and celebrate excellence in the UK financial media industry—specifically outstanding work in journalism, PR, and communications related to money, business, and financial services.

Building on the Society’s Saving Generation Z report, the campaign uncovered powerful insights into parents’ hopes and concerns for their children’s financial futures—highlighting a clear gap in confidence driven by inconsistent financial education. The work reinforced that financial education is not just a life skill, but a foundation for long-term resilience, wellbeing and opportunity.

Crucially, the campaign delivered real-world impact. Recommendations to the Government’s Curriculum and Assessment Review—supported by targeted stakeholder engagement—contributed to financial education being confirmed as part of the National Curriculum, marking a major policy milestone.

Tina Hughes director of savings said: “This award is a fantastic recognition of the team’s commitment to tackling an issue that really matters to our customers and communities.

“Our research made clear that while parents want their children to feel confident, secure and independent, too many young people are being held back by a lack of consistent financial education. That’s why this campaign has been about more than raising awareness—it’s about driving meaningful, lasting change.

“By bringing together real experiences, robust insight and targeted engagement, we’ve helped shape a national conversation and contribute to policy progress. We’re proud to have played a role in helping the next generation build the confidence and resilience they need to manage money and make the most of their future.”