How Barclaycard engaged Gen Z in the research process

Brian Carruthers

Barclaycard, the credit card issuer, needed to find out how their payment system would fit into young people's lives.

How does a credit card business engage with younger consumers whose view of their future, in terms of work and income, is markedly different from earlier generations. "They don't find our category of credit cards really appealing or relevant," according to Maciej Partyka, global head of customer insights at Barclaycard, the UK-based payments business.

He told the Qual360 Europe conference (Berlin, February 2018) that Gen Z makes up around a fifth of the population in developed markets but in the UK, they account for just 3% of Barclaycard customers. "We are clearly underrepresented. They don't know about us, we know...

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