Are Gen Z okay?
In a new report for Ogilvy Consulting, my very good friend Reid Litman dives deeply into the financial status of Gen Z and provides a framework for supporting and engaging with the generation’s financial wellness.
So where do things stand for Gen Z?
▶️ Gen Zers have 86% less purchasing power than Baby Boomers did in their 20s, and 33% of Gen Z workers have saved nothing for retirement in the last two years.
▶️ Gen Z are now being coined “the rental generation”, with 34% thinking they’ll never be able to afford their own house.
▶️ 48% of Gen Zers and Millennials said that they planned to use Buy Now Pay Later services for the 2023 holiday season, compared to only 14% of Baby Boomers.
Overall there’s been a dramatic shift compared to the previous generations, and this isn’t just in terms of financial status. The spending habits of Gen Z have also diverged strongly, driven by an uncertain economy, influencer culture, viral trends, and an increase in the types of products and services available.
A good example of this is Gen Z’s approach to luxury fashion. The generation has normalised occasional splurges, with Gen Z and Millennials accounting “for the entire growth of the luxury market in 2022,” according to a study by Bain & Company.
There’s a kind of fatalism to the way Gen Z spend. If buying a house simply doesn’t seem like a feasible goal, then putting money aside — and bearing the full brunt of the cost of living crisis — might not seem worth it. In part, this explains why almost 73% of Gen Zers prefer a better quality of life to having extra money in the bank.
Opportunities and next steps:
▶️ 38% of Gen Zers admit their emotional spending is out of control, and the majority are left with guilt for self-sabotaging their financial wellbeing.
▶️ 43% of Gen Zers and Millennials recognise the need to be more proactive about financial planning.
▶️ 79% of Gen Zers “would like to see brands offer more upskilling, education, and personal finance courses through their membership or loyalty programs.” (Think LinkedIn Learning, Skillshare, Udemy and Maven).
There is a clear need for holistic support when it comes to financial wellness and emotional spending. The Ogilvy report represents a deep dive into these opportunities, offering a framework focusing on four key categories of action: 📦Product, 💑Community, 🖼️Culture and 👩💻Technical Training.
This includes a look at brands like GoHenry and Chase (who are winning over Z and Alpha, along with their families, by assisting parents in teaching youth about the importance of money management) and Capital One (which now offers a free programme for first-gen college students, involving workshops on financial education and career development).
How can your brand become a leader in financial wellness? Check out the full report, explore the areas of action, and follow Thred Media for more brand insights into Gen Z✨
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