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The news: A new report indicates major banks committed a staggering $869 billion to fossil fuel companies in 2024, an increase of $162 billion over the previous year. Most large US banks have also pulled back from global climate alliances, signaling a broader industry shift away from sustainability commitments. While profitable, these investments risk alienating younger generations like Gen Z, who deeply value environmental, social, and governance (ESG) practices and authenticity from financial institutions (FIs), and already demonstrate low trust in banks. This puts FIs at risk of further eroding crucial customer loyalty. Our take: FIs that remain committed to ESG should focus on these actions in their marketing campaigns targeting Gen Zers.

Believe it or not, the year is already halfway over. For advertisers, it's been a whirlwind with economic upheaval, massive AI adoption, Google upending search, and working hard to understand Gen Z. Oh, and remember when TikTok went dark for a weekend?

Gen Z defines social winners in Asia-Pacific: Snapchat slows in India while TikTok expands in Indonesia and Singapore.

The news: Pinterest is partnering with Instacart to allow advertisers to power their campaigns using the latter鈥檚 first-party data鈥攁 move that will enhance the value of both companies鈥� ad platforms while advancing Pinterest鈥檚 shoppable ambitions. Our take: Pinterest鈥檚 ability to engage the all-important Gen Z cohort, along with its role as a source of inspiration and product discovery, is making it a more strategic asset for brands and retailers. As economic uncertainty drives companies to be more careful with their ad dollars, Pinterest鈥檚 ability to reach audiences at every stage of their customer journey鈥攏ow bolstered by access to Instacart鈥檚 first-party data鈥攑ositions it as an even more valuable partner.

A new poll finds consumers in the US and UK are almost evenly split鈥�Gen Z is upbeat, Gen X is gloomy鈥攁mid a cost-of-living crunch and rapid tech gains. The results remind brand marketers that price, value, and purpose now collide at every purchase decision.

Gen Z is driving the vertical video revolution: Platforms and marketers must meet them where they are鈥攐n mobile and with creators.

Digital banks lead in attracting Gen Z, with 54% preferring non-traditional providers for real-time payouts and aligned social values. However, traditional banks are adapting. They're boosting digital capabilities, like Truist's mobile ID verification, and personalizing experiences, such as U.S. Bank's targeted social media marketing and immediate rewards. Traditional FIs leverage existing strengths, emphasizing low fees and an omnichannel approach that blends digital convenience with in-person options. Winning Gen Z requires a strategic mix of digital excellence, relevant marketing that resonates, and human-centric personalization, delivering tailored and empowering financial interactions for long-term loyalty.

Truist is making significant strides in optimizing its digital onboarding process, prioritizing increased personalization and a smoother customer journey to attract new clients. This multi-pronged strategy includes enabling mobile ID verification to boost conversion rates among younger generations, seamlessly integrating new clients with services like direct deposit and Zelle to establish Truist as their primary bank, and allowing personalized mobile app dashboards. These digital improvements, supported by AI for feedback aggregation, aim to offset the impact of branch closures and meet the demand for digital convenience, particularly from Gen Z. Truist should amplify marketing efforts to highlight the ease and speed of their fully digital onboarding, emphasizing that no in-person ID verification is required.

Pinterest teams with the Liberty to reach Gen Z fans: The focus is lifestyle expression, trend discovery, and community engagement.

Over 80% of Gen Z want to unplug, according to new research from Quad and The Harris Poll, sparking demand for tactile brand moments like print catalogs, unboxing rituals, and pop-ups that feel more authentic than scrolling. Marketers who fuse these 鈥渞eturn of touch鈥� experiences with digital convenience can build deeper loyalty and lift sales.

Screen-fatigued shoppers are rediscovering the thrill of real-world discovery by flipping through catalogs, queuing for pop-ups, and going on retail tourism. Josh Golden, CMO at Quad, shares how Gen Z and millennials are craving these encounters, 鈥渞eturn on touch鈥� as a measurable metric, and how blending physical and digital elements can lift loyalty and sales.

The news: Chase will let customers transfer credit limits between cards online without having to make a phone call or send a secured message, per a report by the Frequent Miler. Our take: For credit cards courting millennial and Gen Z cardholders, managing and optimizing financial health simply will be critical to securing their loyalty.

Sixty percent of current and prospective homeowners are unsure whether it鈥檚 a good time to buy a home鈥攖he highest uncertainty in three years, per Bank of America鈥檚 report. Meanwhile, 75% of prospective buyers are waiting for mortgage rates to drop, up from 62% in 2023. Younger generations, especially Gen Z and millennials, are delaying homeownership, with ownership rates flatlining. Stagnant rental prices and economic uncertainty add to the hesitation. Lenders must modernize offerings, streamline processes, and explore alternative financing like crypto and peer-to-peer loans to convert hesitant buyers when the market improves.

Centralized payment options and automating spend threshold One Credential can help to keep PayPal products top-of-wallet for Gen Z.