Process

At first, I approached this from the idea that Gen Z simply needed to understand financial literacy. But the problem goes much deeper.

For over a century, Chase has built its reputation by offering essential financial services. However, through the lens of Gen Z, the world of finance looks daunting. We’ve grown up in an era of financial instability—witnessing the 2008 crash and seeing older generations’ hard work fail to guarantee success.

This backdrop has shaped our behavior, often pushing us to favor instant gratification over long-term planning because the future feels uncertain. This tendency is evident in the rising popularity of “Buy Now, Pay Later” services like Klarna and Afterpay. Gen Z understands the risks but prefers to manage things in the moment, prioritizing present solutions and dealing with the consequences later.

At the same time, cultural narratives are emerging that influence how Gen Z views financial security, particularly for young women. Themes like “man in finance” and the glamorization of the "trad wife" lifestyle have gained traction, popularized by influencers such as Nara Smith and SheraSeven, known for her “Sprinkle Sprinkle” advice. These ideas highlight the desire for financial stability through traditional roles, adding a layer of complexity to how younger generations think about money.