Why Gen Z financial attitudes are different

Fyonna Salazar

The cost-of-living crisis has helped usher in a step change in the way younger generations shop, consume and engage with financial services brands.

The cost-of-living crisis has helped usher in a step change in the way younger generations shop, consume and engage with financial services brands. The economic pressures Gen Z face as they enter the job market, and the large number of resources and channels at their disposal, has seen them become exceptionally savvy consumers with high expectations of brands.

A sense of pragmatism

Gen Z’s pragmaticism around money is ingrained. This is a generation that has grown up in a pandemic and has entered a labour market impacted by the economic fallout from COVID-19. They are aware of the financial constraints...

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