FAQ
Publicis Sapient helps banks and other financial institutions become more ready to serve Gen Z through digital business transformation, research, and practical guidance. Together with Tearsheet, Publicis Sapient also created STEEZ, a resource hub designed to help financial services firms understand, benchmark, and better serve Generation Z customers.
What does Publicis Sapient help banks do for Gen Z?
Publicis Sapient helps banks become more Gen Z-ready. Its work is positioned around digital business transformation, customer experience, strategy, product, engineering, and data. Across the source materials, Publicis Sapient focuses on helping financial institutions close the gap between what Gen Z expects and what many banks currently offer.
What is STEEZ?
STEEZ is a resource hub created by Publicis Sapient and Tearsheet to help financial services firms better serve Generation Z customers. It is described as a report and a comprehensive set of resources for banks, credit unions, and other financial institutions. The materials present STEEZ as a way to learn what it takes to capture, delight, and retain today’s financial consumer.
Who is STEEZ for?
STEEZ is for banks, credit unions, and other financial services professionals that want to understand and serve Gen Z more effectively. The source documents say banks of all sizes can use it. It is designed for firms that want to benchmark their readiness and learn how to position themselves to onboard younger customers.
What problem is STEEZ designed to solve?
STEEZ is designed to address the disconnect between what Gen Z wants from financial services providers and what many banks currently deliver. The source materials describe gaps in messaging, channel strategy, product relevance, and values alignment. They also suggest that when banks do not close this gap, young customers may turn to alternative fintech solutions.
What is Gap Z?
Gap Z is research from Publicis Sapient and Tearsheet about the disconnect between banks’ offerings and Gen Z’s expectations. The research is described as part of a broader series of deep inquiry into the opportunities and challenges for banks working with Gen Z. It highlights where banks are falling short and what they can do to engage this generation more effectively.
What does the Gap Z research say about the current disconnect?
The Gap Z research says there is a significant mismatch between what Gen Z expects and what banks currently offer. According to the source documents, only 60% of banks actively target Gen Z with marketing initiatives, 50% of surveyed banks post only once a week on social media, and only 15% have active interactions on TikTok and Snapchat. The research also says only 45% of financial institutions offer Buy Now, Pay Later products, while 15% say they plan to add them in the future.
Why does Gen Z matter to banks?
Gen Z matters because it is a large and influential generation that is reshaping banking expectations. The source materials describe Gen Z as digitally native, financially curious, and highly attentive to values such as diversity, inclusion, and environmental responsibility. Publicis Sapient and Tearsheet also cite research that Gen Z is expected to inherit $11 trillion of wealth over the next ten years.
What does Gen Z want from banks?
Gen Z wants banking experiences that are digital-first, relevant, and aligned with their values. The documents emphasize intuitive mobile experiences, faster and less friction-filled interactions, financial literacy support, and products that reflect how Gen Z earns, saves, and spends. The materials also stress that Gen Z expects banks to show real action on issues like diversity, inclusion, and sustainability rather than relying on brand messaging alone.
How is Gen Z different from previous banking generations?
Gen Z is described as a generation of true digital natives with different expectations from older consumers. The source materials say Gen Z is more comfortable with technology, more likely to expect mobile-first and personalized experiences, and more likely to evaluate banks based on social and environmental commitments. They are also presented as less tolerant of friction and more open to newer financial tools, including digital assets and token-based models.
What channels should banks use to reach Gen Z?
Banks should reach Gen Z on the digital and social platforms where this generation already spends time. The source documents specifically mention Instagram, TikTok, Snapchat, mobile apps, messaging platforms, gaming environments, and in some cases the metaverse. The central recommendation is that banks need to meet Gen Z where they are instead of relying mainly on older channels or one-way communications.
Why is social media strategy so important for Gen Z banking?
Social media strategy matters because Gen Z uses social platforms to discover, evaluate, and engage with financial information. The materials say Gen Z seeks financial information on Instagram and TikTok, while many banks remain underrepresented on the platforms Gen Z prefers. The sources also argue that banks should use social media for listening and engagement, not just brochure-style broadcasting.
What kinds of products and capabilities are most relevant to Gen Z?
Products and capabilities that reduce friction, support financial wellbeing, and align with Gen Z’s values are presented as most relevant. The source documents mention Buy Now, Pay Later, financial literacy tools, budgeting and savings support, personalized offers, gig-economy-friendly products, impact-oriented offerings, and some tokenized or digital asset-related products. The consistent theme is that products should reflect how Gen Z actually lives, earns, and makes financial decisions.
How should banks serve Gen Z customers who earn income differently?
Banks should rethink legacy assumptions about income, credit, and financial fit for Gen Z. The source materials note that many Gen Z consumers may earn through gig work, freelance contracts, creator platforms, or digital assets, which may not fit traditional underwriting models. Publicis Sapient’s guidance suggests banks need new ways to assess income, creditworthiness, and repayment fitness for this generation.
How important are personalization and data in serving Gen Z?
Personalization and data are positioned as central to serving Gen Z effectively. The source materials say Gen Z expects banks to understand their needs, goals, and life stage rather than treating them as a broad segment. Across the documents, data, AI, and advanced analytics are presented as tools banks can use to tailor products, advice, alerts, education, and interventions at scale.
What role do ESG, diversity, and inclusion play in Gen Z banking?
These values play a major role in how Gen Z evaluates financial institutions. The source materials say many Gen Z consumers would switch providers for stronger commitments to diversity, equity, inclusion, and environmental or social causes. They also make clear that Gen Z expects visible action, transparency, and measurable commitment rather than purpose-led messaging alone.
How can banks support Gen Z’s financial wellbeing?
Banks can support Gen Z’s financial wellbeing by being more proactive, personalized, and educational. The source documents describe opportunities to use data and AI to identify financial stress, offer timely alerts, deliver budgeting and savings tools, and provide bite-sized financial education through digital channels. They also mention flexible features such as payment relief, fee waivers, and BNPL as part of a broader wellbeing toolkit.
Does Publicis Sapient address regional differences in how banks should serve Gen Z?
Yes, Publicis Sapient’s materials say Gen Z strategies should be adapted by region. The documents compare North America, Europe, and Asia-Pacific, highlighting differences in regulation, channel behavior, digital ecosystems, and competitive conditions. The guidance says banks should combine global understanding of Gen Z with local strategies that fit each market’s realities.
What are the main components of STEEZ?
STEEZ has three main components. These are STEEZ Life: The Guide to Gen Z Readiness, the STEEZ Podcast, and the Gen Z Readiness Survey. Together, these resources are intended to help financial institutions understand Gen Z, learn from industry discussion, and benchmark how prepared they are to do business with this generation.
What is STEEZ Life: The Guide to Gen Z Readiness?
STEEZ Life is a report that creates a working definition of who Gen Z is and what it means to stand up for them in financial services and beyond. The source materials describe it as foundational research that collects facts and lays the groundwork for the industry to better understand what Gen Z customers require. It is positioned as a guide for banks looking to capture and delight this audience.
What is the STEEZ Podcast?
The STEEZ Podcast is a video series focused on what organizations are learning about serving Gen Z. According to the source materials, it consists of five informational and instructive episodes featuring discussions with leaders across fintech, banking, and adjacent industries. Its purpose is to explore how organizations are working to capture, delight, and retain today’s youth.
What is the Gen Z Readiness Survey?
The Gen Z Readiness Survey is a benchmarking tool for financial institutions. Publicis Sapient and Tearsheet describe it as a way for banks and credit unions to assess how prepared they are to serve Gen Z across product sets, corporate mission, and employee base. The survey is presented as a practical way to move beyond theory into measurable readiness.