For today’s young adults, managing finances is more than just a task—it’s a source of anxiety in an uncertain world. The complexity of financial products and economic challenges only heightens their sense of insecurity.
But how does this reality look on a global scale, especially among Gen Z and Millennials, and how can brands match their needs?
One of our analysis included over 6,200 social media conversations, revealing that economic and social challenges are top concerns. Even so, young people aren’t just passive observers. A recent survey shows they demand transparency, simplicity, and digital innovation from their financial partners. Overall, we analysed nearly 40 M social conversations.
This paper delves into these insights, uncovering the key drivers behind Millennials’ and Gen Z’s financial decisions and highlighting opportunities for the industry.
In collaboration with Capture Intelligence, SAMY Alliance conducted an in-depth Social Listening study to explore young consumers’ sentiments toward traditional and digital banking. By combining this with desk research and conversation analysis, we identified key services and offerings that address the pain points of younger financial users.
- Over 39M of social media conversation analysed
- 42 External sources consulted
- Top Tier Banks representatives and financial advisors interviews
Our goal was to uncover the insights that could help financial institutions build stronger, more empathetic connections with today’s discerning young consumers—a crucial need given the historically low satisfaction in the banking sector, with only 6 out of 19 banks scoring over 50 NPS in 2023.
