Independent Banker - January 2022 - 49

Generation Z represents
one in four Americans
today, and they're looking
for their bank. To attract
this new generation of
potential customers,
community banks
must understand what
banking means to them
and how to meet their
financial needs. The key,
community bankers and
experts say, is to meet this
digitally savvy, financially
independent group where
they are: primarily, online.
By Kelly Pike
W
hen Jeff McCarthy's
teenage daughter,
Ashleigh, visited
colleges, she looked at their dorms,
dining halls and libraries. But
there was one factor that was more
important to her than any other:
the price tag.
She pondered: Could she aff ord
these colleges? Would they give her
a good return on investment in her
fi eld of study?
It was a proud papa moment
for McCarthy, vice president
and marketing director of
$1.5 billion-asset Bank Five
Nine in Oconomowoc,
Wis. It was also a very
Generation Z set of
questions to ask.
Generation Z, the
72 million Americans
born between 1997 and
2012, are coming of age. They're
the country's most racially and
ethnically diverse generation:
Just 52% are white, and one in
four are Hispanic, according to
the Pew Research Center. They're
independentbanker.org Q 49

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Independent Banker - January 2022

Table of Contents for the Digital Edition of Independent Banker - January 2022

Table of Contents
Independent Banker - January 2022 - Cover1
Independent Banker - January 2022 - Cover2
Independent Banker - January 2022 - Table of Contents
Independent Banker - January 2022 - 2
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Independent Banker - January 2022 - Cover3
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