Part 1: Banking for Digital Natives: Understanding Gen Z's Financial Preferences

26 April 2023

Generation Z, also known as Gen Z, generally defined as individuals born between the mid-1990s and the early 2010s, is the first generation to grow up entirely in a digital world. As digital natives, their banking habits reflect their tech-savvy nature and preference for convenience. Gen Z expects a seamless and personalized banking experience, prioritizing transparency and security.

Understanding the living

and shopping habits of Generation Z

Before diving into the banking preferences of Gen Z in part 2, let’s understand the living and shopping habits defining the usage of banking services.

Gen Z is the first generation to grow up entirely in a world of social media. They use social media platforms like Instagram, TikTok, and Snapchat to connect with friends and family, share their experiences, and consume content. Social media has become vital to Gen Z's lives, influencing their choices in everything from fashion to food.

Gen Z is more environmentally conscious than previous generations. They know their actions‘ impact on the planet and take steps to reduce their carbon footprint. Gen Z is more likely to purchase products from eco-friendly and sustainable brands, and they are more likely to support causes that promote sustainability.

Gen Zs are more likely to seek help for mental health issues and prioritize self-care and wellness.

The shopping habits of Generation Z relate to online shopping, again influenced by social media and prioritizing value and experience over brand loyalty.

Top concerns of Gen Z - article by CSoft


Gen Z is the first generation to have grown up with online shopping. They are comfortable making purchases online and value the convenience and variety of online shopping offers. Gen Z is more likely to shop online than in physical stores, and they may use social media to discover new brands and products. They may follow influencers on platforms like Instagram or YouTube and make purchasing decisions based on influencer recommendations. Brands that partner with influencers can reach a wider audience and build brand awareness among Gen Z.

Gen Z is more likely to prioritize value and experience over brand loyalty. They may be more likely to switch brands if they find a better deal or a more exciting experience elsewhere. Brands that offer personalized experiences, loyalty programs, and unique products or services are more likely to attract Gen Z shoppers.

Gen Z is shaping the world around us.

In summary of part 1, Gen Z is a diverse and influential generation. As digital natives, their living and shopping habits reflect their preference for connectivity, convenience, and experience. Banks and brands that understand and cater to Gen Z's unique habits and preferences can build long-term relationships with this vital demographic. Banks can successfully engage with Gen Z and thrive in the ever-evolving digital age by keeping up with the latest trends and embracing digital channels.