6 on-target Gen Z marketing pitches financial marketers are using
Gen Zers are beginning to usurp Millennials as the most-studied generation. All the insights are assisting banks and credit unions in shaping their messaging, products and capabilities as this distinctive generation comes of age. Examples from large and small institutions show how to effectively target Gen Z consumers.
Gen Z is coming into its own now that its older members are graduating college and starting their careers. The upper end of this large group of consumers — roughly 18 to 25 as of 2020 — increasingly needs the support and services of financial institutions. And the rest of the generation is worthy of early attention as well. Although there is some disagreement about the date range, generally speaking Gen Zers were born between 1995 and 2015.
Because members of each generation are influenced by the events and trends that help shape their expectations and behaviors, segmenting and targeting consumers based on their generation can boost marketing performance.
The six insights on Gen Z laid out below are based on a survey of 1,000 financial services customers by Yes Marketing. For each insight we give one or more examples of how large and small financial brands are adapting their products and marketing to appeal to the preferences of this emerging generation.
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