Gen Zers are banks’ richest source of customer acquisition, but their customer journey is shaped much more by crowdsourced information than other generations’. Our inaugural survey of 1,598 banking consumers in Canada spotlights Gen Zers’ unique behaviors to help banks drive conversions.

Key Question: What are the differences between Canada Gen Zers and other generations when it comes to product discovery and consideration?

Key Stat: Banks are losing the fight for influence over Gen Zers on social media. Just 27.3% called bank-generated content the most trusted source of banking information, while 60.6% cited customer-generated content.