Money drives the world, yet many find it uncomfortable to talk about. Money is the most frequently used element in everyday life, and yet it remains one of the hardest topics to discuss. How much does someone earn? How much is spent? On what? Why is money discussed with such a degree of mystery? At Communication Days 2025, the panel titled “Can Money Talk Be Sexy?”, powered by Addiko Bank, answered those questions and sparked a debate about whether conversations about money can be open, light, honest, and even attractive.
At the panel moderated by PR expert and director of CTA komunikacije Petar Tanta, experts from various industries spoke, namely Petra Bašić Jantolić representing Addiko Bank, Martina Trboglav Podvorac, psychologist and therapist, one of the best known figures on the Croatian DJ scene Rea Hadžiosmanović, known as DJ Rea and one of the most awarded creatives in Croatia Davor Bruketa of the agency Bruketa&Žinić&Grey. Together, but from different perspectives, they discussed how to initiate an open and honest dialogue about personal finances and how to make the topic of money more accessible to a wider audience.
In a dynamic discussion, the speakers noted that transparency in finance is slowly becoming the new norm for brands and businesses today. The responsibility lies with communication professionals, brands, and society as a whole to create a space where money is a positive topic, rather than a stigma. Petar emphasized that communication itself can break the uncomfortable silence around topics that affect us most, including money and finances. Communicators, marketing experts, and individuals alike have both the responsibility and the opportunity to change existing narratives. If the goal is a society that better understands finances, speaks about them transparently, and actively encourages such conversations, it is essential to create communication that does not intimidate but empowers. Each panelist, from their own perspective, spoke about people’s trust in financial institutions, the internal barriers individuals create to money, and the messages hidden in financial industry advertising. It is fair to say that they proved money is not just numbers and banknotes, giving this topic deeper layers worth exploring.
The goal of this panel was to position finance as a topic that can be discussed without discomfort. The key takeaway among the participants was that we must stop hiding behind technical terms and silence when it comes to money. It is important to show that talking about money can, and should, be open, approachable, and human.
