{"id":567821,"date":"2025-04-15T13:04:17","date_gmt":"2025-04-15T12:04:17","guid":{"rendered":"https:\/\/ibsintelligence.com\/?post_type=ibsi_news&p=567821"},"modified":"2025-04-15T13:04:17","modified_gmt":"2025-04-15T12:04:17","slug":"digital-first-high-street-loyal-gen-zs-unique-banking-preferences","status":"publish","type":"ibsi_news","link":"https:\/\/ibsintelligence.com\/ibsi-news\/digital-first-high-street-loyal-gen-zs-unique-banking-preferences\/","title":{"rendered":"Digital-first, high-street loyal: Gen Z\u2019s unique banking preferences"},"content":{"rendered":"

\"Digital-first,Despite the cost-of-living crisis, Gen Z is rewriting the financial playbook with a blend of optimism, action, and a surprising affection for high-street banking, according to\u00a0Dentsu\u2019s<\/a><\/span>\u00a0latest Consumer Navigator Report.<\/p>\n

The findings reveal that nearly half of Gen Z (45%) in the UK plan to open a regular savings account in the next three months\u2014outpacing Millennials (29%), Gen X (16%), and Boomers (14%) by a wide margin. Even as 80% of Brits perceive the economy to be in poor condition, Gen Z stands out for its forward-thinking and financially resilient mindset.<\/p>\n

This generation is also increasingly investment-savvy. Over a third are eyeing diverse assets such as stocks and shares (38%), cryptocurrency (33%), and ISA contributions (32%) in the immediate term\u2014signalling a proactive approach to building long-term financial security.<\/p>\n

While nearly half of UK adults say they are struggling to cover basic expenses, Gen Z bucks the trend with confidence in their financial future. Over 36% expect their finances to improve within the next month, compared to just 13% of Gen X and 7% of Boomers. This hopeful outlook is reflected in their spending behaviour, with Gen Z twice as likely (24%) as the general population (12%) to have increased their spending over the past year.<\/p>\n

The Digital Natives Who Still Value the High Street<\/strong><\/p>\n

Interestingly, Gen Z\u2019s financial behaviours<\/a> go beyond just clicks and taps. Though raised on smartphones, almost one-third (32%) of Gen Z plan to bank in-branch in 2025\u2014more than any other generation. This preference coexists with their digital habits, with 52% still choosing to interact with financial services through mobile apps and 49% via websites.<\/p>\n

The message is clear: Gen Z demands omnichannel engagement. Banks and financial institutions that want to connect with this cohort must deliver seamless digital experiences alongside meaningful in-person service.<\/p>\n

What Drives Gen Z\u2019s Financial Decisions?<\/strong><\/p>\n

Gen Z approaches money with both logic and values. Their top decision drivers include:<\/p>\n