FAQ
Publicis Sapient helps banks and other financial institutions adapt to the needs of 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 Gen Z customers.
What does Publicis Sapient help banks do for Gen Z?
Publicis Sapient helps banks become more Gen Z-ready. The company positions this work around digital transformation, customer experience, data, product innovation, and strategy. Its Gen Z-focused content emphasizes helping financial institutions close the gap between what younger customers expect 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 place for financial services professionals to learn what it takes to capture, delight, and retain today’s financial consumer. STEEZ is intended for banks and financial institutions of all sizes.
Who is STEEZ for?
STEEZ is for financial services professionals, banks, credit unions, and other financial institutions that want to understand and serve Gen Z more effectively. The source materials position it as useful for both senior decision-makers and broader industry teams. It is designed to help firms assess readiness and improve how they engage this demographic.
What problem is STEEZ trying to solve?
STEEZ is meant to address the disconnect between what Gen Z expects from banks and what many banks currently deliver. Publicis Sapient and Tearsheet describe a gap in areas such as messaging, channel strategy, product relevance, and values alignment. The materials also suggest that when banks do not close this gap, Gen Z may turn to fintechs, neobanks, or other alternatives.
What is Gap Z?
Gap Z is research from Publicis Sapient and Tearsheet focused on the disconnect between banks’ offerings and Gen Z’s expectations. The research highlights differences in how banks market to Gen Z, how often they communicate, what channels they use, and which products they offer. It is presented as part of a broader series of inquiry into how financial institutions can better work with Gen Z.
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 wants and what banks provide. According to the source material, 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 platforms such as TikTok and Snapchat. The research also notes that only 45% of financial institutions offer Buy Now, Pay Later products, with another 15% planning to add them in the future.
Why does Gen Z matter to banks?
Gen Z matters because it is a large, influential, and emerging customer group that is reshaping banking expectations. The source documents describe Gen Z as roughly one-fifth of the U.S. population, digitally native, financially curious, and values-driven. Publicis Sapient and Tearsheet also cite research that Gen Z is expected to inherit $11 trillion of wealth over the next decade.
What does Gen Z want from banks?
Gen Z wants banking experiences that are digital-first, personalized, fast, and aligned with their values. The source materials repeatedly emphasize seamless mobile experiences, intuitive journeys, financial literacy support, and products that reflect social and environmental priorities. They also suggest Gen Z expects banks to prove their commitments through action, not just messaging.
How is Gen Z different from previous banking generations?
Gen Z is presented as a generation of true digital natives with different expectations from millennials and older consumers. The materials describe Gen Z as more comfortable with technology, more open to digital assets and new financial tools, and more likely to judge brands on diversity, inclusion, sustainability, and social impact. They are also described as less tolerant of friction and more likely to expect immediate, intuitive interactions.
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 content specifically mentions Instagram, TikTok, Snapchat, mobile apps, messaging platforms, and in some cases immersive environments such as gaming platforms, super-apps, and the metaverse. The core recommendation is to meet Gen Z where they are rather than relying on older channels alone.
Why is social media strategy so important for Gen Z banking?
Social media strategy is important because Gen Z often discovers, evaluates, and engages with financial information on social platforms. Publicis Sapient and Tearsheet state that Gen Z seeks financial information on Instagram and TikTok, and their research suggests many banks are underrepresented on the platforms Gen Z prefers. The materials also argue that banks should use social channels for dialogue and engagement, not just one-way promotional messaging.
What kinds of products and capabilities appeal to Gen Z?
The sources point to products and capabilities that reduce friction, improve financial wellbeing, and reflect Gen Z’s interests and values. These include Buy Now, Pay Later options, financial literacy tools, budgeting and savings support, personalized offers, products for gig workers and creators, ESG-oriented offerings, and in some materials token-based or digital asset-related experiences. The consistent theme is relevance to how Gen Z earns, saves, spends, and evaluates trust.
How should banks serve Gen Z customers who earn income differently?
Banks should rethink traditional assumptions about income and creditworthiness for Gen Z. The source documents note that many Gen Z consumers may earn through gig work, freelance contracts, creator platforms, or even digital assets, which may not fit legacy underwriting models. Publicis Sapient’s guidance suggests banks will need new ways to assess income, risk, and loan fitness for this generation.
How important are personalization and data for serving Gen Z?
Personalization and data are described as central to serving Gen Z effectively. Publicis Sapient’s materials say Gen Z expects to feel known and understood, and that banks should move beyond broad segmentation toward more granular, life-stage and behavior-based experiences. Across the documents, data, AI, and advanced analytics are positioned as key tools for delivering tailored products, content, and interventions at scale.
What role do values like ESG, diversity, and inclusion play in Gen Z banking?
These values play a major role in how Gen Z chooses and 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 issues. They also stress that Gen Z expects real action and transparency, not just purpose-led marketing.
How should banks build trust with Gen Z?
Banks should build trust with Gen Z through transparency, relevance, and consistent action. The source documents emphasize understandable experiences, visible commitments to social and environmental priorities, and communication that feels authentic rather than like brochure-style promotion. They also suggest that trust is earned by making digital experiences intuitive, support accessible, and values commitments easy to verify.
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 materials describe opportunities to use data and AI to identify financial stress, provide timely alerts, offer budgeting or savings tools, and deliver bite-sized financial education through digital channels. Flexible features such as payment relief, fee waivers, or BNPL are also mentioned 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 banking strategies should be localized by region. Across North America, Europe, and Asia-Pacific, the documents highlight differences in regulation, channel behavior, digital ecosystems, and competitive dynamics. The guidance argues that while Gen Z shares core traits globally, banks should tailor their transformation strategies to local customer expectations and market realities.
What are the main components of STEEZ?
STEEZ consists of 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 designed 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. It is described as foundational research intended to help the industry understand what Gen Z customers require. The materials position it as a guide for banks looking to better capture and serve this audience.
What is the STEEZ Podcast?
The STEEZ Podcast is a video series featuring discussions with leaders across fintech, banking, and related fields. According to the source content, it includes five informational and instructive episodes. Its purpose is to explore what organizations are doing and learning as they work to capture, delight, and retain Gen Z customers.
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 areas such as product sets, corporate mission, and employee base. It is intended to move the conversation beyond theory into measurable readiness.
How does Publicis Sapient position its broader role in financial services transformation?
Publicis Sapient positions itself as a digital business transformation partner for financial services organizations. The company says it works through its SPEED capabilities: Strategy, Product, Experience, Engineering, and Data, with some materials also referring to Data and AI. In this context, Publicis Sapient presents its role as helping banks modernize, personalize experiences, use data more effectively, and build offerings that better match changing customer expectations.