See how Gen Z is changing the game, and how you can adapt

Gen Z is unlike any generation that’s come before. Think beyond traditional marketing to reach this digitally native, entrepreneurial generation.

One of the biggest generational transformations is happening as we speak.

Understanding what motivates and moves this new group of consumers is the first step in adapting your brand’s messaging, channels, and tactics to meet them where they are, and help your brand stand out.

Careers and work are being thought about in a whole new way by Gen Z, they are launching businesses faster than any prior generation, and that presents a great opportunity to support their journeys.

As a marketer, the approach to this audience should be as unique as them.

Gen Zers grew up in the digital age and have learned that what’s portrayed on screen isn’t always reality. When reaching this audience, you want to show them how products and services fit into their lives, especially as they navigate multiple priorities.

While Gen Z can be quick to notice inauthenticity in digital content, digital platforms are still a main source of information for this generation. Gen Z taps into influencers and content creators for their own learning and growth.¹
41 % of Gen Z business owners surveyed rely on social media for banking information²

22 % of the surveyed Gen Z audience says they want tools that provide real-time insights & analytics from financial institutions¹

Connect with open minds

Gen Z is still forming their preferences and finding their favorite brands – make sure yours is among them. They’re willing to listen, willing to learn and looking for guidance as they grow. As their financial partner, you can help them by providing access to financial management tools and strategies for planning and budgeting, whether for their business or in their personal life.

Get started with support from Visa Marketing Services

To kick-start or expand your reach with Gen Z and help drive impact in their lives and businesses, leverage our team’s expertise and resources for end-to-end support.

Contact Visa Marketing Services
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  1. Visa, Next Gen Small Business Owners, 2025.
  2. Material+, “Next Gen Small Business Owners” Survey, July – August 2024 Commissioned by Visa. Online survey of 1,418 SMB Owner and/or Financial Decision Maker (DMs) across 6 countries globally.