Gen Z (born between 1997 and 2012) is reshaping the global marketplace. With over 2 billion members worldwide and projected to control $12 trillion in global spending by 2030 (19% of total global spending), this digital-native generation is driving a financial revolution.¹ If you’re a financial institution or bank, understanding Gen Z’s habits and values is no longer optional – it’s critical for future success.

The Economic Realities Facing Gen Z

Gen Z faces unique financial challenges. Rising living costs, stagnant wages, and student loan debt mean many young adults are stretched thin:

• 52% say daily expenses are their top financial stress.²‍
• 46% say inflation is holding them back more than their income, debt, or housing costs.³‍
• 49% live paycheck to paycheck.³‍
• 44% carry student debt.⁴‍
• 25% regret not saving enough for emergencies – higher than Millennials or Gen X.⁵

Despite these hurdles, Gen Z is proactive: over half of Americans aged 18–25 is already investing, many even before age 18.⁶ They’re eager to grow wealth and gain financial independence, but gaps in financial literacy and heavy reliance on credit remain potential pitfalls. These pressures are driving them to seek out faster, more flexible, and tech-driven ways to manage their spending and payments.

Digital-First Habits and New Payment Trends

Gen Z’s shopping habits are mobile-centric and fast-paced:

• 74% prefer to shop on their phones.⁷‍
• 64% have used Buy Now, Pay Later (BNPL) services, with many using them multiple times.⁸‍
• They want flexible, low-friction payment options and value personalized financial tools.

But their digital-first lifestyle also brings risks. Many are vulnerable to scams and fraud, highlighting a need for better education and secure solutions. As Gen Z embraces digital convenience in how they pay, they’re also raising the bar for brands, expecting not just speed and flexibility, but also a commitment to ethics and shared values.

Values-Driven Spending and Brand Loyalty

What sets Gen Z apart is their demand for ethical and sustainable brands:

• 64% are willing to pay more for products that align with their values.⁹ ‍
• They support brands that embrace sustainability, diversity, and inclusion.
• Experiences matter: Gen Z prefers spending on travel, dining, and entertainment, often using co-branded credit cards with relevant rewards.

As Gen Z seeks out brands reflecting their values, they have increasingly turned to social media. Not only to engage in content and connect with like-minded communities, but also to discover new products.

The Power of Social Media

Social platforms are central to Gen Z’s purchasing decisions:

• 58% have made purchases due to social media influence.¹⁰‍
• Short-form video is key: 41% discover new products via platforms like TikTok, YouTube, Snapchat, and Instagram.¹¹

A strong social presence and authentic influencer partnerships are essential for brands targeting this demographic.

Take Action: How Financial Institutions and Banks Can Win With Gen Z

1. Prioritize Mobile Experience:

Invest in intuitive, feature-rich apps, frictionless payments, and smart-device centric features for speed and convenience. For example, Mastercard is creating new capabilities specifically designed for digital natives, including customizable checkout experiences and smarter subscription tracking features.

2. Offer Flexible Payments:

Integrate BNPL options and develop alternative credit models to support young borrowers responsibly. One example of this flexibility is seen in US Bank’s "ExtendPay" plan which provide interest-free extended payment plans for eligible purchase.

3. Showcase Values:

Highlight ESG initiatives, offer sustainable products, and demonstrate commitment to diversity and inclusion. A good example is how Chime has successfully embraced "FinTok" by collaborating with financial content creators and developing culturally relevant content that blends pop culture, humor, and actionable financial insights.

4. Create Co-Branded Credit Cards:

Partner with popular brands to launch credit cards with relevant rewards and experience-based loyalty programs. Retailers like Amazon, Costco, and Target have successfully developed co-branded credit cards that resonate with Gen Z consumers.

5. Engage on Social Media:

Build a presence on YouTube, TikTok, Snapchat, and Instagram. Share financial tips through short videos and collaborate with trusted influencers.

6. Focus on Experiences:

Develop products for funding travel, dining, and entertainment. Offer bundles and rewards that help Gen Z maximize experiences.

7. Support Smart Spending:

Help Gen Z curb impulse buying with spending insights, budgeting tools, and automated savings features. Mastercard has convened technology partners to create innovative financial tools for Gen Z, including Flourish Fi's gamification API that helps users build healthier financial habits through engaging activities.

How The Directions Group Supports Financial Service Companies

With over 20 years in financial marketing research, The Directions Group (Directions) delivers strategic insights needed to connect with Gen Z consumers. Our expertise spanning both consumer and B2B markets provides the comprehensive perspective required to understand Gen Z's evolving financial behaviors.

The Directions Group's integrated intelligence approach captures both broad trends and individual differences within the Gen Z segment; essential since using "too broad a brush" misses critical variations in banking preferences. Our expertise helps financial providers:

• Design mobile-optimized surveys reflecting Gen Z's digital-first mindset
• Optimize credit card offers and messaging to meet the desires of Gen Z
• Implement segmentation that captures unique financial decision drivers
• Understand why 42-44% of Gen Z changed banking relationships in the past year¹²

Our insights translate directly to business impact, revealing why Gen Z currently uses approximately five banking products but would use twice as many if offered. ¹² This intelligence enables financial institutions to develop the personalized services and digital experiences that these "independent digital natives" demand.

By partnering with us, financial companies gain specialized knowledge to create targeted strategies that resonate with Gen Z, building lasting relationships with the generation reshaping the financial landscape.

Final Thought

Gen Z is transforming the financial and retail landscape with their digital habits, values-driven spending, and hunger for experiences. Businesses and financial institutions that adapt to their needs will unlock loyalty and growth for years to come. Don’t get left behind, embrace the Gen Z revolution today.

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Sources:
1: NielsenIQ and World Data Lab. (2024, June) Spend Z: A Global Report
2: Ngo, Sheiresa McRae (2024, October) Most Americans are significantly stressed about money
3: Morris, M. Scott. (2025, March) Study: Gen Z Hit Hard By Inflation
4: Hanson, Melanie. (2024, November) Student Loan Debt by Generation EducationData.org
5: DeVon Cheyenne. (2024, August) Young Americans’ top financial regret is easy to avoid – here’s how
6: FINRA Investor Education Foundation and CFA Institute. (2023, May) Gen Z and Investing: Social Media, Crypto, FOMO, and Family
7: EcoCart. (2024, May) 42 Statistics on Gen Z Spending Habits
8: Schulz, Matt. (2025, April) BNPL Tracker: 41% of Users Late in Past Year, More Using Loans for Groceries
9: Opena, Ansherina. (April 2025) Top Generation Marketing Statistics [2025] for Marketers
10. Ritikha, Ritu (March 2025) Gen Z’s Spending Power: How This Generation Is Reshaping Shopping Trends
11: Martechs (August 2024) How Each Generation Shops in 2024
12. Webster, Karen (April 2024) What Generation Z Wants from their Bank