The finding: Growing savings is a top priority for 81% of Gen Zers and 79% of millennials, according to a new study by Santander Bank. Most in these cohorts have grown their savings since the beginning of 2024—but they did it the hard way. Our take: FIs have an opportunity and responsibility to educate younger customers in particular about products that earn higher interest rates. Banks also have potential growth opportunities if they successfully market their higher-interest-rate products to this audience—ensuring education is part of these campaigns. This presents an excellent opportunity to launch social media campaigns—especially through partnerships with influencers that customers’ trust most—highlighting these specific products. In addition, less overt marketing strategies, like social media content, can help build trust and brand recognition. We’ve compiled a guide for how to approach and evaluate these relationships.

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On today's podcast episode, we discuss what will happen if either Donald Trump or Kamala Harris win the US election and how that will affect inflation, high growth digital advertising channels, and regulatory priorities. Tune in to the discussion with Senior Director of Podcasts and host Marcus Johnson, Senior Director of Briefings Jeremy Goldman, and Senior Analyst Zak Stambor.