# The end of traditional financial institutions as we know them: how Gen-Z is shaping the future of financial comms  Author: Pal Sinha, Barnali Author URL: https://financedigest.com/author/pal-sinha-barnali Published: 2022-08-24 Category: FINANCE Category URL: https://financedigest.com/category/finance Meta Title: Understanding the New Codes of Security: Finance for Gen-Z Meta Description: Discover how new financial brands are redefining 'security' for Gen-Z and Millennials through childish simplicity and brutal honesty, as explained by URL: https://financedigest.com/the-end-of-traditional-financial-institutions-as-we-know-them-how-gen-z-is-shaping-the-future-of-financial-commshtml ![undefined](https://prod.superblogcdn.com/site_cuid_cm5qst7v3003gwirgwqtxn8i8/images/istock-1266958849-1736815385627-compressed.jpg) ![](https://prod.superblogcdn.com/site_cuid_cm5qst7v3003gwirgwqtxn8i8/images/kimberley-howard-450x581-1736815385563-compressed.jpg) _By_ **_Kimberley Howard,_** _Semiotician and Trends Expert at Verve_ Traditionally, financial institutions embrace the concept of ‘security’ in their advertising and communications. However, ‘security’ is subjective and deeply personal to consumers, particularly when generational differences come to light – and good financial decisions go way beyond traditional milestones such as having a mortgage or starting a family. Kimberley Howard, Culture and Semiotics expert at international insight agency Verve, analyses a range of brands semiotically to decode how they are considering the set of new [challenges young people face](https://www.financedigest.com/under-saved-and-underprepared-women-face-challenges-saving-for-retirement.html "UNDER-SAVED AND UNDERPREPARED: WOMEN FACE CHALLENGES SAVING FOR RETIREMENT"), ultimately informing how ‘security’ is approached in their communications. Here, she [explores two key](https://www.financedigest.com/exploring-the-key-features-of-bnpl-solutions.html "Exploring the key features of BNPL solutions") codes that are markers of security for newer generations – childish simplicity and brutal honesty. **Childish simplicity** Gen-Z are finding [alternative ways to structure their finances](https://www.financedigest.com/demystifying-alternative-finance.html "DEMYSTIFYING ALTERNATIVE FINANCE"). What worked for their parents won’t work for them, therefore they are looking for [brands that understand their wants and needs](https://www.financedigest.com/does-the-monzo-effect-mean-banks-will-need-to-rethink-brand-building.html "Does the ‘Monzo effect’ mean banks will need to rethink brand building?"). Tapping into the [promise of ease and having a nicer time as a security](https://www.financedigest.com/dont-let-the-promises-of-virtual-desktop-security-cloud-your-judgement.html "Don’t let the promises of virtual desktop security cloud your judgement") manifestation, finance disruptors are taking a more aesthetic approach to their branding. They promise simplicity and an overall ‘nice’ experience when using the brand. Habito use design codes associated with youth culture. Their website takes a synthwave aesthetic with neon pastel tones. We’re presented with a utopian world where we can focus on relaxation and enjoyment, rather than admin or traditional milestones. In advertising, both Cuvva and Habito use cartoons to tell their stories. Cartoons are traditionally associated with children, and therefore naturally juxtapose the very serious [world of banking](https://www.financedigest.com/post-crash-banking-regulation-is-transforming-the-world-of-corporate-lending-for-the-better.html "Post-crash banking regulation is transforming the world of corporate lending – for the better"). In Habito’s ads, mainstream banks are personified as zombie hands – crawling for us and stealing our [time and money](https://www.financedigest.com/how-to-use-algorithms-to-save-time-and-make-money-when-trading-currency-crypto-shares-etc.html "How to use algorithms to save time and make money when trading (currency, crypto, shares etc)"). They’re the ‘bad guys’, while Habito is a ‘good guy’. There are no depictions of warm homes and cosy hugs, but instead images of individual freedom. The Cuvva ad depicts a lady driving freely with sunglasses on – a very literal symbol of enjoying life without restraint. This representation of security reveals [cultural shifts](https://www.financedigest.com/how-banks-can-prioritise-the-connected-consumer-in-light-of-shifting-cultural-norms.html "How Banks Can Prioritise the Connected Consumer in Light of Shifting Cultural Norms") for the younger generation. Rising anxiety levels are a big source of insecurity for this generation. Admin, major life decisions – they all add to these fears. Big [commitments don’t necessarily equal](https://www.financedigest.com/international-monetary-funds-commitment-to-gender-equality-in-the-workplace-confirmed-through-edge-certification.html "International Monetary Fund’s Commitment to Gender Equality in the Workplace Confirmed Through EDGE Certification") security. Here, [security is simply about living](https://www.financedigest.com/the-first-ever-securities-token-launch-pad-polymath-is-now-live.html "The First-Ever Securities Token Launch Pad, Polymath, is Now Live") nicer, stress-free lives. **Brutal honesty** In contrast to the serious, emotional narratives of the big banks, new players are delivering a sense of ‘security’ via humour and satire, [sharing a brutally honest outlook](https://www.financedigest.com/ge-shares-slump-as-supply-chain-inflationary-woes-threaten-profit-outlook.html "GE shares slump as supply chain, inflationary woes threaten profit outlook") on life. Whilst this may seem counter-intuitive to security, it’s the cut-through honesty that’s exactly what consumers find reassuring. For example, Dead Happy talk about death in a hilariously matter-of-fact way, to remove the heavy emotion associated with taking out [life insurance](https://www.financedigest.com/types-of-life-insurance.html "Types of Life Insurance"). Security is therefore manifesting in staying emotionally ‘down-to-earth’; seeing the [reality of the situation rather than a potential hyperbolic ‘what-if?’ future](https://www.financedigest.com/augmented-reality-the-future-of-retail.html "Augmented reality, the future of retail"). From the upside down ‘A’ in their logo; suggesting we’re lying face-down dead, through to their morbid iconography (skulls, ‘X’s, ransom-note-style text) – it’s an honest reminder why we’re on their website. Because we’re going to die one day. Brands like Tom use a similar approach. They use simple language their customers use, to [place them on our level:](https://www.financedigest.com/portway-place-takes-waterside-living-to-the-next-level.html "Portway Place takes waterside living to the next level") ‘a quick chinwag with one of our FCA-vetted insurance partners and you’re golden’. There’s acknowledgement and appreciation that here we’re seeing the ‘truth of it’. This can also be viewed as ‘down-to-earth-ness’ – a trait symbolic of authenticity, and deeply respected in British culture. This analysis suggests several considerations for brands: - **How we [spend our money](https://www.financedigest.com/student-finances-exposed-how-do-they-really-spend-their-money.html "Student finances exposed: How do they really spend their money?") is deeply personal.** Financial brands sell us aspirational lifestyles; but what’s desirable is changing. ‘Security’ for many [consumers today](https://www.financedigest.com/western-digital-transforms-the-mobile-experience-with-new-high-performance-solutions-designed-to-address-todays-and-tomorrows-consumer-demand-for-high-quality-content.html "Western Digital Transforms the Mobile Experience with New High-Performance Solutions Designed to Address Today’s and Tomorrow’s Consumer Demand for High-Quality Content") isn’t necessarily getting married or having children – it’s simply about feeling less anxious and not having to deal with so much admin. - **The future of finance will need to address how to help young people deal with significantly less, due to escalating cost of living.** Long-term planning is becoming physically less reliable and emotionally less desirable as Gen-Z [turn to tech brands](https://www.financedigest.com/is-the-tide-turning-for-chinese-brands-overseas.html "IS THE TIDE TURNING FOR CHINESE BRANDS OVERSEAS?") such as Klarna, who understand emerging new needs. - **Navigating difficult subjects like death can be hard for** [consumers. Emergent brands](https://www.financedigest.com/how-cfos-of-consumer-brands-can-create-new-value-relevance-at-scale.html "How CFOs of Consumer Brands can Create New Value & Relevance at Scale") are taking a brutally honest approach. Consider [research on your target](https://www.financedigest.com/contextually-targeted-ads-drive-3-3x-higher-attention-proved-by-lumen-and-seedtag-new-research.html "Contextually targeted Ads drive 3.3x higher attention, proved by Lumen and Seedtag new research") audience to understand how they think about subjects like ‘death’; it might not be as straightforward as you think. Ultimately, providers who understand emerging new needs and generational aspirations, will be the ones who remain relevant in this [changing market](https://www.financedigest.com/digital-marketing-trends-that-will-change-how-brands-operate-in-2021.html "Digital Marketing Trends that will change how brands operate in 2021"). A 360 approach to insight is required, to understand not just what [customers say they want but to contextualize this within the changing nature of financial communications](https://www.financedigest.com/talk-to-me-the-changing-face-of-customer-communications.html "TALK TO ME :THE CHANGING FACE OF CUSTOMER COMMUNICATIONS"). This gives a true picture of [consumer behaviour](https://www.financedigest.com/gumgum-powers-into-europe-as-new-research-shows-consumers-reject-behavioural-ads.html "GumGum Powers into Europe as New Research Shows Consumers Reject Behavioural Ads"), helping brands make smart and informed decisions. --- This blog is powered by Superblog. Visit https://superblog.ai to know more. ---