Lost in Transaction: Why Gen Z Isn’t Buying Into Traditional Finance

Let’s be honest—Gen Z is a bit of an enigma. Sure, they’re glued to their phones, creating TikTok trends faster than we can keep up, but when it comes to money and success? They’re playing a much more traditional game than we might expect. Owning a home, financial security, and kicking back into a comfy retirement are still very much on their radar. The twist? They’re fully clued-in to the harsh realities of achieving those dreams, making them smart, pragmatic, and just a little bit sceptical. 

That’s why The Gate, a leading creative shop, joined forces with pioneering insights and strategy partner Freemavens to conduct a comprehensive study across five key markets: the U.S., U.K., Spain, Japan, and Hong Kong. Why? To help marketers understand how Gen Z approaches success and finances around the world. If brands want to stay relevant, they need to get to grips with how this generation thinks about money. 

Freemavens, with their pioneering Tribes tool, took a deep dive into over 1.25 million global Gen Z conversations from across unprompted social listening and search data. This isn’t your typical survey—it’s about tapping into real, authentic conversations to uncover what truly drives this generation. Through this data-driven approach, combined with in-depth qualitative insights from over 50 Gen Z participants across the globe, we uncovered four distinct “tribes” that reveal how Gen Z defines success, what they value, and how they approach their finances. 

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It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.

Don’t worry about sounding professional. Sound like you. There are over 1.5 billion websites out there, but your story is what’s going to separate this one from the rest. If you read the words back and don’t hear your own voice in your head, that’s a good sign you still have more work to do.

Be clear, be confident and don’t overthink it. The beauty of your story is that it’s going to continue to evolve and your site can evolve with it. Your goal should be to make it feel right for right now. Later will take care of itself. It always does.

Blog Post Title Three

It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.

Don’t worry about sounding professional. Sound like you. There are over 1.5 billion websites out there, but your story is what’s going to separate this one from the rest. If you read the words back and don’t hear your own voice in your head, that’s a good sign you still have more work to do.

Be clear, be confident and don’t overthink it. The beauty of your story is that it’s going to continue to evolve and your site can evolve with it. Your goal should be to make it feel right for right now. Later will take care of itself. It always does.

Blog Post Title Four

It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.

Don’t worry about sounding professional. Sound like you. There are over 1.5 billion websites out there, but your story is what’s going to separate this one from the rest. If you read the words back and don’t hear your own voice in your head, that’s a good sign you still have more work to do.

Be clear, be confident and don’t overthink it. The beauty of your story is that it’s going to continue to evolve and your site can evolve with it. Your goal should be to make it feel right for right now. Later will take care of itself. It always does.