奥美（Ogilvy）：2024金融服务行业抢占Z世代客群的制胜法则研究报告（中译版）（27页）.pdf

1、GAPSUPPORTTHEHow Financial Services Brands Can Win with Gen Z4 Optimism is at a Premium12 Filling the Gap13 An opportunity to support Gen Z 14 How financial services brands can help Gen Z achieve financial wellness1.Product 162.Technical Training 183.Cultural Level 204.Community Level 22 25 Conclusi

2、onContentsGen Zs emotional state today:OPTIMISM IS AT A PREMIUMSocial isolation and deteriorating mental health are by-products of the COVID-19 pandemic for many of us,but especially for Gen Z.A decade ago,52%of 18-to 26-year-olds in the U.S.described their mental health as excellent;that number is

3、only 15%today01.The pandemic brought about well more than a year of anxiety over missing key milestones such as prom,graduation,first day of college,and so much more,the reverberations of which continue to haunt youth today with social isolation,financial instability,and an unstable job market.Gen Z

4、s struggle with anxiety is accentuated by a perceived lack of control in the world.In 2023,57%of American students reported“persistent feelings of sadness or hopelessness,”a dramatic increase from 36%of Millennials at the same age in 201102.GEN ZS EMOTIONAL STATE TODAY52%15%This struggle infiltrates

5、 Gen Zers financial and professional aspirations too in spring 2023,the number of recent graduates who were“not confident”theyll secure a good position in todays economy rose to 51%an alarming increase from 15%at the beginning of fall 202203.The emergence of financial pessimism is also demonstrated

6、in a 2022 Freddie Mac study04 which highlights that 34%of Gen Zers dont think theyll ever be able to afford their own house(an 8%increase over millennials).Gen Z is now being coined“the rental generation,”and nearly 68%of parents with children over 18 have made at least one financial sacrifice to he