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With the mantra of “attracting millennials” still pervasive in the payments industry, it is worth noting that there is a significant and growing opportunity for an even younger generation — Generation Z (or Gen Z).

While it might be tempting to treat this generation as simply another homogenous group of mobile-savvy kids, this group is significantly different from older segments of the population. Those planning to attract and retain Gen Z-ers will need to recalibrate strategies to cater to their unique attributes.