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Gen Z x Finance [EUR infographic]

Gen Z is the first generation to be so financially literate at a very young age. But how do they educate themselves on financial planning? What investment products do they (wish to) invest in? And what is their take on debt?

This  infographic – based on proprietary quantitative research amongst 6.584 consumers (Gen Z, Gen Y, Gen X and baby boomers) from six European markets (Belgium, France, Germany, Sweden, the Netherlands, the UK) – visualizes how Gen Z take on finance, how they deal with financial planning and what this means for brands.

 

Gen Z x Finance Infographic Europe

Infographic summary:

48% of Gen Z in Europe state their interest in financial planning and/or investing has increased in the last 2 years. Rather than following expensive business courses, they self-educate online. 34% of Gen Z does this by following influencers on social media, aka ‘fin-fluencers’. Next to saving (61%), Gen Z is eager to invest (69%), with stocks (26%) and education funds (18%), taking up the biggest share in their investment portfolio. Yet this generation goes beyond traditional investment products and sees a lot of potential in cryptocurrencies (17%) and luxury fashion & exclusive streetwear (15%). 14% also indicates investment in gold or other commodities. Growing up against the backdrop of the financial recession, this generation is debt-averse with 56% avoiding buying on credit.

So, what does this mean for brands? Gen Z expects accessible and actionable financial advice, supporting them with building financial resilience.

Want to explore how your brand can connect with this woke consumer? Discover what our Gen Z research toolbox and expert power can do for your brand!

Ready for the Zoomers - Gen Z report

Ready for the Zoomers?

Gen Z are the digitally native generation: social-media-literate, always-on and hyper-informed. With many Gen Zers coming of age during the pandemic, the past two years put a mark on their lives and outlook on the future. In this report, we shed a light on what makes Gen Z different from the generations before them and what they expect from brands.

More info

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