The findings: The Anishchit Index 2024 by Aditya Birla Sun Life Insurance highlights Indian Gen Zers’ shift away from impulsive spending and toward safer investment options.
The details: The study found that 76% of Gen Zers in India prefer stable investments like fixed deposits, prioritizing security over high-risk returns.
- 73% of Gen Z respondents listed debt and unexpected losses as their top concerns.
- 70% of Gen Z banking customers are focused on five-or-more-year investment horizons.
- 68% opt for dual-benefit investments that balance security with growth potential.
What this means for banks: Though this study examines Indian consumers’ financial sentiments, the findings still correlate with global or US-based studies.
Gen Z isn’t wrong—it’s been a tough economic time, and consumers are stressed about their financial futures. As a result, they want as close to guaranteed growth as possible.
The marketing take: Now is the time for financial institutions to market low-risk savings and investment products—such as high-yield savings accounts, fixed deposits, money market accounts, and treasury-backed ETFs—to Gen Zers who prioritize financial security. Positioning these options as safe, growth-oriented, and stress-free solutions will resonate with their long-term wealth-building mindset.
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