Winning Gen Z: A Data-Driven Brand-to-Branch Playbook for Financial Leaders

Drawing on original research to identify generational preferences and priorities

Gen Z is on the receiving end of an $85 trillion intergenerational wealth transfer over the next two decades. Their economic influence will have immense impact.

To understand how financial institutions can best attract and retain Gen Z customers, Adrenaline partnered with analytics and insights firm Alexander Babbage on original research to identify top priorities for Gen Z when selecting a financial institution. This report pairs custom industry research on generational preferences with actionable takeaways to help institutions win with this generation.

Download this report to:

• Explore data on why Gen Z is non-negotiable
• Gain insights and strategies to balance digital convenience with human connection
• Learn proven tactics to bridge the gap within the branch
• Get four customer experience imperatives for Gen Z
• Understand the role brand purpose plays as a performance driver

Banks and credit unions must understand the behavioral disconnect that defines Gen Z. They are the most digitally immersed generation in history, yet digital fluency doesn’t fulfill their need for connection.

While amplifying digital presence is essential, this generational craving for genuine relationships is a strategic opportunity for banks and credit unions. Personal finance is, after all, personal. When Gen Z needs clarity, guidance, or support, they are more likely than other generations to seek human-led experiences – in branches, through trusted relationships that digital channels alone cannot match.

New data in the report includes original research identifying top banking priorities for Gen Z and Millennials, industry data on generational preferences, and findings of a quantitative survey of banks and credit unions.

This analysis customized for banks and credit unions dives into not just why but also how you can attract Gen Z through your brand, branch, and digital footprint so you can earn their trust and their business for years to come.

Adrenaline is an end-to-end brand experience company serving the financial industry. We move brands and businesses ahead by delivering on every aspect of their experience across digital and physical channels, from strategy through implementation. Our multi-disciplinary team works with leadership to advise on purpose, position, culture, and retail growth strategies. We create brands people love and engage audiences from employees to customers with story-led design and insights-driven marketing; and we design and build transformative brand experiences across branch networks, leading the construction and implementation of physical spaces that drive business advantage and make the brand experience real.