Five key things financial marketers need to know about Gen Z now

Financial marketers have a hard time wrapping their heads around Generation Z. Why is that? Well for starters, there’s no hard-and-fast definition of where the Millennial generation ends and Gen Z begins. Do you use 1994 as the cut off? Or 1997? Maybe 2000?

According to Nielsen, Gen Z represents those born between 1997 and 2015 — and they’re a whopping 26% of the U.S. population. But fretting over these subtle demographic distinctions misses the larger point.

Here are the relevant characteristics that define Gen Z — what financial marketers need to know so they can get ahead of this massive demographic trend.

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