How Gen Z is navigating the world of wealth

Gen Z, as digital natives, navigate a "post-truth" world where social media is their primary means of connection, valuing authentic content and meaningful stories over traditional brand messaging. Despite being financially savvy and serious about saving, they distrust monolithic institutions and resist being told what to do. To engage them, financial brands must focus on storytelling, education, and content that resonates with their experiences and aspirations, rather than relying on conventional financial advice or typical brand strategies.

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