Gen Z and Young Millennials Say Financial Brands Don't Speak Their Language

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A new study from Reach3 Insights found that 58% of Gen Z and young millennials (ages 18-34) say the language used by financial brands does not reflect how they actually think or talk about money. Many respondents said financial messaging often relies on terminology that feels overly technical or disconnected from the way they manage money through everyday digital tools. The research suggests a disconnect between how younger consumers experience money versus how financial institutions organize and communicate about their products.

Why it matters

As younger generations become an increasingly important consumer segment, financial brands need to ensure their messaging and product experiences resonate with how this demographic actually thinks about and manages their money. The study highlights an opportunity for brands to better align their language and approach with the real-life financial behaviors and preferences of Gen Z and young millennials.

The details

The Reach3 Insights study found that 42% of young consumers say the language used by financial companies feels out of touch with their real life, while one-third say it sounds aimed at an older generation. When asked where their money "lives," Gen Z respondents most often associated it with accounts or specific apps they use, rather than with financial institutions themselves. The research suggests the disconnect extends beyond just messaging, as the way financial institutions organize products doesn't always match how younger consumers experience money.

• The study was fielded last month.

What they’re saying

What’s next

To better understand how financial relationships are forming among younger consumers, brands can leverage modern research solutions like Reach3's Message Testing and Journey Mapping to capture how people actually talk about and experience money in their own words.