Trump, salary and savings: 2025's most avoided topics in London

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.

Top 5 jokes from the “Improv” Your Finances joke book:

1. My friend invested badly in balaclavas and now he’s in over his head.
2. It’s difficult to know what to do with your money. Someone said I should put it in my current account but I have no interest in that.
3. My grandad got into art when he retired, every week he draws his pension.
4. I’ve invested well in a lot of stock, it’s all gravy.
5. I love saving so much that I get really annoyed when taking money out of my ISA. Must be withdrawal symptoms.

Top 10 most avoided topics: 

1. Personal debt
2. Trump
3. Your salary
4. Personal savings
5. Elon Musk
6. Your credit rating
7. Effects of Brexit
8. Assisted dying
9. Migration
10. Botox and cosmetic surgery

Top 10 most awkward questions you could ask someone:

1. What salary are you on?
2. Do you have any debt?
3. How much do you have in savings?
4. Do you support migration?
5. Did you vote for Brexit?
6. Do you think Trump could be a positive influence?
7. Do you think migration is a good thing?
8. Would you take Ozempic?
9. Do you think the UK monarchy should exist?
10. Did you vote in the last General Election? 

“Improv” Your Finances Joke Book by Mark Simmons

1. I go online to access my rainy day savings account, good job I’ve got a Mac.
2. I’ve been trying to save money for a rainy day but the trouble is I live in Scotland!
3. I wish I didn’t spend so much, the other day I bought a belt made of out £20 notes, now that’s a waist of money.
4. Never get advice from a Bureau De Change that has run out of money. It will hold no currency.
5. When a medieval village is looking to humiliate someone - that’s a good time to invest in stocks.
6. My wife was annoyed that I wasted money on tea tree, lavender and peppermint oils, but she did tell me to only buy the essentials.
7. The other day my friend was feeling down so I took 4000 pounds off him and told him I would give it back next week. He told me he just wanted to be a loan.
8. My mate Robbie once stole money from my friend Peter to buy a wig. Now everyone calls him Rob Peter Toupee Paul.
9. I spent ages considering whether or not to become a model. My friend told me to put my money where my mouth is, and now I’ve got the perfect pose with my pursed lips.
10. My friend invested badly in balaclavas and now he’s in over his head.
11. For me it was always inevitable that my friend Grant Riches would end up in a job signing off loans.
12. It’s difficult to know what to do with your money. Someone said I should put it in my current account but I have no interest in that.
13. I recently found a 20 pound note. I don’t like the plastic feeling of notes these days. My friend was like “did you know they’re actually designed to last longer”. I don’t think so, I’ve already spent it.
14. I recently attended a lecture about counterfeit money, can’t remember much, they asked us not to make notes.
15. To coin a phrase, 2p or not 2p that is the question.
16. I have a pension plan, it’s to one day have a pension!
17. Make sure you research where you invest, for example Trampoline company stocks are always up and down.
18. My friend invested in an American coin production, which makes cents.
19. My mate texted me asking to get some cash out for them, I said ‘I can’t ATM.
20. They say you can save money by not buying posh coffees, which is true as you don’t have the energy to go out and spend money.
21. I was told when buying a house you should get a fixed mortgage, but I don’t really want one that used to be broken.
22. My friend made A LOT of money as a fishing trawler. Not entirely sure of his net worth.
23. If I was asked to raise money for charity I’d run a mile.
24. My grandad got into art when he retired, every week he draws his pension.
25. My friend tried to sell me his sports car because he needs the money to pay for a hoverboard but I’m not buying it.
26. I’ve started making piggy banks using another farmyard animal, it’s a cash cow.
27. I’ve started Gymnastics lessons, they are very expensive, I’m always checking my balance.
28. I lost a lot of money because I didn't do a survey when buying my apartment, flat broke!
29. You should add to your savings instead of buying perfume and aftershave. Listen to me, I’ve got more money than scents.
30. It wasn’t my idea for my shop to only accept cash, I can’t take credit.
31. I’ve invested well in a lot of stock, it’s all gravy.
32. The place they print the money, that’s the freshest the notes will be, that’s why it’s called The Mint.
33. Never ever borrow money off a loan shark, due to high fin-terest rates.
34. Great news. I went into a bank the other day to get a new mortgage, and it was totally free. The guy said all this money “It’s on the house”.
35. My friend always has spare cash. I asked him how he does it - he said “I always spend less than I earn - you should do that too.” So I did but I found it quite difficult as he would never tell me how much he earns.
36. I’ll tell you who can save for a holiday. Goalkeepers.
37. They say money doesn’t grow on trees then why are there so many bank branches?
38. I love saving so much that I get really annoyed when taking money out of my ISA. Must be withdrawal symptoms
39. I heard there’s 3 types of ISA .. a Cash ISA, a lifetime ISA and one for car windscreens... sor