Gen Z prioritizes freedom and flexibility over wealth accumulation, with 46% defining the American Dream accordingly. Banks should shift from future-focused messaging to enabling immediate financial independence through features like easy cross-border payments and products that do not restrict professional or geographical mobility. A significant share of young consumers pursue multiple income streams, with 24% reporting a side hustle outside their primary job. Citizens has crafted products and services to better cater to these priorities by emphasizing mobility, independence, and flexible income management for young customers.
"Gen Z has always asked more of their traditional banks. Serving this consumer segment well means building a deep understanding of the young consumer and then fine-tuning products to match their lifestyle - simple UX updates are just not enough."
"I want to break free: 46% of young adults define the American Dream as freedom and flexibility over wealth accumulation. What this means for banks: Traditional FIs need to pivot their communication from purely future-focused to strategies that help Gen Z become financially independent today. Gen Z wants their financial institutions to open the world to them - easy cross-border payments and products that don't restrict professional or geographical mobility are key here."
"More than 9 to 5: 24% of young consumers report having a side hustle outside their primary job."
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