Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Credit card marketers refocus strategies as Gen Z hits adulthood

Gen Zers are ready to spend. The majority will be adults in 2023, meaning increased spending power. And they rely heavily on digital when making purchases: Gen Z will surpass Gen X in the number of US digital buyers by 2025, per our forecast.

But a new, digitally native generation presents novel challenges for credit card marketers. Gen Zers live online and tend to conduct more research pre-purchase. That makes them less susceptible to awareness-building campaigns for cards.

Here are three ways providers will reach Gen Z consumers in 2023:

  • Strategists will put customization into overdrive. Gen Zers value individuality and tend to choose brands that offer personalized experiences. These can include personalized payment flexibility options or the ability to pick a top rewards category.
  • Marketers will emphasize affinity and cause-based marketing. Gen Zers want to use companies that align with their interests or support causes they believe in. To target this segment, cards will promote features like Cardless’ sports-team-affiliated cards and Citi’s ThankYou points, which can be donated to a chosen charity.
  • Brands will build their presence on TikTok to reach its 45.7 million US Gen Z users. We expect TikTok to dethrone Snapchat as the generation’s most used social media platform in 2024. Credit card brands will race to make up major ground on the app by then: Mastercard and American Express currently have a limited presence (e.g., partnerships with influencers on sponsored videos), but others like Visa and Capital One have empty pages.

Read the full report.