Engaging with Gen Z isn’t just another trend to keep an eye on—it’s already here, and it’s essential. As their financial influence continues to grow, investment and wealth management companies need to start adapting now. This generation is different: they place extremely high value on authenticity and transparency, and expect brands to align with their values.

But here’s the thing: connecting with Gen Z isn’t about jumping on TikTok and hoping for the best (you’ll be pleased to hear!) It’s time to move past the “like and subscribe” culture and really focus on what drives their decisions. It requires a more thoughtful approach.

Let’s take a look at why Gen Z matters and how you can start building genuine connections with them through content that speaks their language.

Why Gen Z matters to the investment & wealth management sector

Gen Z, currently aged between 12 and 27, may still be seen as the "younger" generation, but don’t let that fool you. By 2030, they’ll make up almost a third of the global workforce, with their disposable income expected to reach $3.5 trillion. (Yes, trillion, with a T!) If that number doesn’t catch your attention, consider this: Gen Z is already influencing family financial decisions. In other words, getting them on board now means long-term benefits and connections.

When we talk about Gen Z in this article, we’re obviously talking about the older segment in their early 20s. Even the most precocious of 12-year-olds isn’t looking for sound financial advice (exception, Young Sheldon!)

But the older Gen Z are, and they’re not just looking for sound financial advice. They want it to come from brands that align with their values. In fact, 70% of Gen Z prefer to buy from companies they perceive as ethical. And when it comes to making decisions, their expectations are clear: if your content isn’t transparent or aligned with their values, they’ll swipe left faster than you can say “ESG investing.”

Authenticity isn’t just a buzzword—it’s non-negotiable. Ignore it, and you’re not just missing out on Gen Z—you’re missing the domino effect they create in their wider networks. TL;DR? Get real, or get left behind.

How to connect with Gen Z

1. Scroll game strong: Social media

35% of Gen Z spends an average of four hours a day scrolling through social media. If you aren’t engaging on platforms like TikTok, Instagram, or YouTube, you’re basically invisible to them. It’s not just about being on social; it’s about delivering content that matters.

Short-form videos are key here. Use TikTok, YouTube Shorts, and Instagram Reels to break down financial tips or showcase how your firm is making an impact through ESG investing. Gen Z wants to see what you're doing, not just hear about it.

• 53% of men and 69% of women in Gen Z say Instagram influences their spending habits (GenHQ)
• 68% of global Gen Z internet users are on TikTok (qureos.com)
• 81% of Gen Z say Instagram is their preferred social platform, and 56% want to see brands use it more (SocialSprout)

2. Plug-in: Podcasts and video power

Podcasts are where it’s at for the younger crowd, with nearly half of them—an estimated 24 million Gen Z listeners—tuning in each month. And they’re not just listening, they’re acting on what they hear, with 82% making purchases after hearing podcast ads. For investment and wealth management companies, this is your chance to slide into their earbuds and share financial literacy in a way that fits seamlessly into their on-the-go lifestyle, mobile-first lifestyle.

When it comes to video, YouTube is their go-to, with almost 30% of their screen time spent there. This makes it a prime platform for educational content—whether it’s breaking down investment strategies or diving into ethical finance. Creating videos that both inform and inspire can be a game-changer for building credibility and trust.

If you’d like to hear a story about how a wealth management firm smashed their business goals and overtook their competition through content marketing, check out Peace of Mind Wealth Management’s success story.

3. No filters: Transparency is key

Let's be real: transparency isn’t just a nice touch, it’s a dealbreaker. This generation is practically born with a radar for anything that feels fake, so if you aren’t upfront about fees, risks, or how you handle ESG investing, they’ll see right through it.

To build trust, you need to walk the walk, not just talk the talk. Be clear about how your values align with theirs, and you’ll be setting the foundation for lifelong loyalty. They want brands that don’t just talk about values but live by them.

Consider the types of content that will demonstrate authenticity, for example, live webinars and social media livestreams – nothing is more transparent than live content, direct access and unscripted Q&As.

Authenticity is the new currency.

4. Purpose over profit: Why causes matter

Money’s important, sure, but for this socially conscious generation, where their money goes matters just as much. They want their investments to reflect their values, with 70% preferring to buy from brands they see as ethical.

For investment and wealth management companies, this means shining a light on your ESG initiatives. It’s not just about showing returns—it’s about showing how those returns are making a difference. They’re looking to save the world while saving for retirement, and you can help them do both.

What’s next? Turning Gen Z into lifelong clients

Connecting with this generation isn’t rocket science, but it does take a little finesse. From short-form videos to transparency that goes beyond buzzwords, the key to reaching Gen Z is creating content that speaks their language. Nail that, and you’re well on your way to building long-term loyalty.

So, you’re one step closer to cracking the code on connecting with the next generation of investors. But the real magic happens with the right content. We’ve outlined 8 types of content to create to connect with Gen Z in The Gen Z Playbook: Content Strategies for Investment and Wealth Management Companies.

Download now and find out what kind of content will get them to hit that "follow" button.

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Content 10x is the world’s leading authority on content repurposing. Specializing in transforming your content into multiple formats and distributing it across various platforms, Content 10x helps maximize your reach and impact. Our expert team takes your core content and creates a diverse array of high-quality, engaging assets, including videos, podcasts, social media posts, and more. Trust Content 10x to enhance your content strategy and ensure your message is seen and heard by the right audience.

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