Retail Banking and iGen: : Now What? / Mike Behan.

Format:

Book

Author/Creator:

Behan, Mike, author.

Series:

SAGE business cases.

SAGE business cases

Language:

English

Subjects (All):

Bank management.

Target marketing.

Physical Description:

1 online resource

Place of Publication:

London : Society for Case Research, 2025.

Summary:

Over the last several years a new generational cohort, iGen/Gen Z, has been identified as a viable target market relative to the millennials/Gen Y (25-39), Generation X (40-54), and the Baby Boomers (55-75). With birth years from approximately 1996-2010, it is estimated that this cohort (61 million strong and growing) will overtake the millennials as the largest percentage of the workforce by 2030 (Dupont, 2015). As iGen continues to develop, mature, and become economically viable, brands need to consider their uniqueness based on demographic, psychographic, and shared cultural experiences (Southgate, 2017). This is especially true for the retail banking industry that requires organic deposits each year and over decades based on newer generations entering the market to maintain their business model of creating new money (Cutler, 2015). Newer employees Greta, Emma, and Ben have been tasked by Patty, the V.P. of Retail Banking of Second Peak Bank, to provide insight into this developing market as new deposits have been shrinking for several consecutive quarters. The board of directors has asked Patty to address this critical issue at the next upcoming board meeting.

Notes:

Description based on publisher supplied metadata and other sources.

ISBN:

9781071980699

1071980696

OCLC:

1483993283