It’s the first thing I hear when I tell someone I work in bank marketing: “Banking? Isn’t that boring?”
Short answer: It doesn’t have to be!
With Gen Z representing roughly 20 percent of the population and rapidly gaining financial influence, financial brands can no longer rely on outdated methods. What worked for previous generations doesn’t resonate in the same way, making it essential to adapt your approach.
As a proud member of Gen Z myself (1998), I’ve put together five key things every marketing department should consider when attempting to connect with this generation – particularly in an industry that hasn't historically been known for excitement.
1. Use humor (yes, even in banking).
Gen Z remembers what makes us laugh.
That might sound like a challenge in an industry built on seriousness, compliance and trust – but it’s not impossible. The stereotype that “banking = boring” has been around forever, which actually makes humor a powerful differentiator.
The brands that win attention are the ones willing to be a little unexpected and break the industry's stiffness – without breaking trust.
2. Tug at the heartstrings.
We’re suckers for a feel-good ad.
Whether it’s community impact, personal milestones or real-life financial wins, emotional storytelling works. Gen Z responds strongly to authenticity and relatability – not polished perfection.
According to a blog published by an experienced researcher in mobile game marketing Andrea Knezovic,1 Gen Z has never known a world without smartphones or social media. They’re constantly connected, bouncing between apps, and expect everything fast and easy. But it’s not just about convenience - they also really care about bigger issues like diversity, climate change and fairness. They want brands to stand for something, not just sell to them. If a company feels out of touch or performative, they’ll tune it out. So, if you’re trying to market to Gen Z, it’s less about pushing products and more about proving you understand what they care about.
In simpler terms, if your message makes someone “feel something,” it’s far more likely to stick.
3. Keep it short and sweet.
The rumors are true. You don’t have long to capture our attention.
Attention spans are short, competition is endless and content moves fast. If you don’t capture attention in the first few seconds, you’ve likely lost it for good. This doesn’t mean your message has to be shallow, it just has to be immediate.
Lead with the hook, not the buildup.
4. Meet us where we are: TikTok®!
Social platforms aren’t optional; they’re essential.
TikTok, Instagram and Snapchat are where Gen Z spends time, researches brands and even makes financial decisions. In fact, social media is often preferred over traditional communication channels like email when engaging with brands.
A data axle survey3 found that 63 percent of Gen Z prefers brands to reach them through social media, making it their go-to channel. On the flip side, every other generation still leans toward email as their preferred way to connect with brands.
If your brand isn’t showing up in these spaces in an intentional, authentic way, not only are you already behind, but you’re missing an opportunity to capture a younger audience by allowing your strategy to resonate more with older generations (most of whom are already well established and informed in this industry – AKA your marketing dollars aren’t being spent most effectively).
5. Make it easy (frustrating process = you’ve lost us).
We want seamless experiences.
Online account opening, seamless mobile banking, instant chat support and functional apps aren’t “nice-to-haves” anymore – they’re expectations. Gen Z is used to doing everything on their phones, from shopping to entertainment, and the same goes for banking.
If it takes too many steps, too many clicks or too much patience, you’ve lost us! Gen Z prefers doing everything from their phone as opposed to a face-to-face conversation. (Not this Gen Z-er, but most 😜.)
Many of us research financial products through social media.
We’re less loyal to financial institutions than previous generations.
Several of us didn’t write a single check last year. (Is this a safe place to admit I just learned how to do this? 😆).
We use Venmo®, Zelle® or PayPal® weekly.
57 percent would switch financial institutions if a competitor better met their needs, according to driveresearch.com.
User-generated content over polished brand messaging. (We love authenticity.)
Short-form video platforms over long-form content. (Most TikToks are 15 seconds or less, and our generation has been wired to scroll to the next video if you’ve lost our interest in the first 3 seconds.)
Curated, algorithm-driven feeds over traditional subscription content.
Fast, visually engaging communication over detailed explanations upfront. (We don’t want to watch you make a recipe; we just want you to post the ingredients and steps. The same concept can be applied to the financial industry – don’t explain to us how checks work, just show us how to fill one out.)
Be authentic
Meet us where we already are
Design for 3-second attention spans
Prioritize mobile-first experiences
Stand for something meaningful
Embrace social media
Show real commitment and authenticity
A blog from Drive Research3 points out that Gen Z is on track to control tens of trillions in income over the next decade, meaning they’re rapidly becoming key decision-makers both personally and at work. Even though they’re often labeled as having short attention spans and living online, what they really want is pretty straightforward - content that feels clear, relevant and genuinely connects with them. The brands that win attention will be the ones willing to evolve: To be more human, more digital, more honest and a lot more interesting than “how banking has always been.”
Gen Z isn’t hard to reach. We’re just hard to impress.
1Udonis Blog, “Marketing to Gen Z: What Works in 2026?”, Andrea Knezovic, 2026 https://www.blog.udonis.co/mobile-marketing/marketing-gen-z
2Influencer Marketing Hub, “Top 7 Gen Z Marketing Strategies to Maximize Your Brand Impact”, Jacqueline Zote, 2024 https://influencermarketinghub.com/gen-z-marketing-strategies/
3Drive Research, “Marketing Tips to Win More Gen Z Banking Customers”, Emily Rodgers, 2025 https://www.driveresearch.com/market-research-company-blog/gen-z-bank-marketing-tips/