Nationwide and Generation M: A meeting of hearts and minds

Nationwide, a British mutual financial institution and building society, uncovered insights around British Muslims by launching a lifelogging study to generate product ideas for the target.

The challenge

For over a century, Nationwide has been helping people save, borrow and get access to housing.

As the world's largest building society, Nationwide's key strategic aims include building a thriving membership by meeting society's needs and increasing engagement among members. This includes broadening the age profile of its membership by attracting more young people.

As part of this, Nationwide wanted to learn how it could reach and embrace the full diversity of modern British society. Seeing a clear alignment between Nationwide's values and those of the Muslim community, Nationwide wanted to explore this further, in particular with young,...

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