The definition of value is undergoing a fundamental shift, driven by a new generation of consumers and transformative technology.

For leaders in the financial sector, this represents a tremendous opportunity. Understanding how consumers perceive value, from the demand for authentic marketing to the redefinition of premium rewards and the very assets people can own, is the key to building brands that resonate and lead in this new era.

Fulcrum Thought: Your customers are already living in the future of value. Is your brand building it with them?

Another way to test this thought is: If your brand disappeared tomorrow, what value would your customers truly lose?

Marketing to Gen Z: Authenticity is Your Brand's Mirror

Gen Z navigates a world of financial stress with a demand for radical transparency and genuine connection. They are wary of traditional advertising. To win with this generation, our marketing must be a mirror, reflecting their world with empathy and authenticity. We must create content and experiences that feel personal, valuable, and, above all, real.The "So What": To connect with this generation, your brand's message must be authentic and genuinely reflect their values and anxieties. Move beyond generic campaigns to create content and experiences that feel personal and prove you understand their world.