The news: When choosing where to open a checking or savings account, bank advertising plays a much bigger role in influencing younger consumers than older generations, according to our “US Banking Consumer Survey.”  While all consumers prioritize accurate product information, younger consumers are significantly more likely to be swayed by advertising that aligns with their values and reflects an authentic brand.

Zooming in: More than one-third (35.2%) of Gen Zers and millennials say bank advertising is extremely or very influential in their account-opening decisions compared with just 14.2% of Gen Xers and baby boomers. 

The survey also reveals that trust underpins what consumers consider an effective banking ad. Among all respondents, the top factor is accurate information about a product or service (52.7%). Younger consumers then layer on additional trust signals: 

• They are more likely than older generations to value messaging that reflects their values (37.9% versus. 31.0%) and accurately represents a bank's business practices (32.0% versus 26.8%). 
• They also place greater importance on ads appearing in the channels they use (25.9% versus 15.4%) and in formats they enjoy, such as short-form video (26.1% versus 9.0%). How banks communicate can be nearly as important as what they communicate.

Why it matters: Consumers increasingly expect trust to be established long before they become banking customers. EMARKETER’s survey suggests that advertising is evolving from a brand awareness tool into a credibility signal. 

Consumers aren't simply looking for the highest rate—in fact, that isn’t the biggest priority for most when choosing where to bank—or the most eye-catching campaign. They want evidence that a bank is transparent, authentic, and understands their needs. That is especially pronounced among younger consumers, who evaluate financial institutions based on product information and brand behavior.

Implications for banks: Banks should rethink advertising from a promotional exercise into a trust-building strategy. Clear, transparent product education should serve as the foundation while authentic messaging and channel-specific creative reinforce credibility among younger audiences. As banking products become increasingly commoditized, institutions that build confidence before consumers compare rates or fees will be better positioned to win new relationships than those relying on promotional offers or traditional brand campaigns.

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