What: Visa explores what makes the Gen Z a very specific set of new customers.

Why it is important: are you familiar with the concept of “split-budgeting”? They are.

Gen Z is emerging as a significant consumer group with a "split-brain budgeting" approach, balancing savings with splurges, often with an eco-conscious mindset. Their unique financial behaviors include a reluctance to use traditional credit, a preference for AI interactions, and an inclination towards transactions on social media platforms. Understanding and adapting to Gen Z's preferences, such as integrating AI and social media into transactional channels and emphasizing sustainable practices, can help businesses tap into this growing market segment effectively.

Visa: unlocking Gen Z’s mindset