Leverage influencers to win Gen Z mindshare鈥攂ut tread carefully. Over 60% of adult Gen Zers said they鈥檙e likelier to remember a social media post made by an influencer over one made by a brand, per Ypulse. Yet only 10% of Gen Zers trust influencers for financial advice, per Bank of America. Banks should choose influencers who are subject matter experts to win Gen Zers鈥� trust as well as attention.
Collaborate with community clinicians and relatable medical influencers to share vetted information via neighborhood social groups and local media outlets, reducing reliance on polarizing national institutions. For younger consumers who are highly influenced by social media and more regretful, corrective messaging should be brief and not overly complex to capture short attention spans.