The Case for Cash

We are all familiar with the earnest reasons for using cash. But what other benefits are there?

• Cash by the people, for the people. It is class-less – used by kings and paupers alike
• It’s free 
• Its waterproof
• It’s safe from cybercrime
• You can use it without any kit or connection, no third party is involved
• It’s great for birthdays, Christmas, Diwali etc.
• Once you’ve paid, you’ve paid. Its immediate, simple, fast, private
• It is the ultimate sustainable product. It is the definition of a circular economy, going around and around and then back to the central bank to be reused
• It’s retro. Retro is cool
• Nothing connects people like paying in cash. Little distances people more than tap and go or self-check out
• It teaches your children to count and value

How card companies position their products

The message

Visa’s overarching long term slogan is ‘Life takes Visa’, but over the decades there have been a number of ‘eras’ of advertising with key themes.