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.

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.