Despite all the recent excitement around stonks and Reddit uprisings, Gen Zs stake in financial moves is not new or fleeting. On top of the multitude of issues young adults are facing today — the pandemic and civil unrest, among them — young consumers are feeling the additional weight of financial performance amidst a global recession. Gen Zs have a strong desire to financially plan for their futures; in fact, earning and saving money topped their 2021 New Year’s resolutions lists, according to YPulse. So, how do we as brands and marketers respond to this increase in financial interest from Gen Zs?

Cater to underserved communities. Over the last year, there’s been some progressive leaps forward in the financial sector that reflect Gen Zs values. Several new service offerings catering to underserved communities have popped up, including Killer Mike’s Greenwood, a digital banking platform, which is tailored to the specific needs and priorities of Black and Latinx consumers. Meanwhile, Simba, a new U.S.-based banking service, is designed to help immigrant communities through financial education programs, savings clubs, free international money transfers, and more. Consider what other consumer communities are being underserved in the financial sector, and how you can help.

Be an accessible and relatable guide. This generation responds to ​“people like me,” not suited talking figureheads — and that’s who they want to learn about finance from too. Gen Zs are turning to a new generation of young Instagram and TikTok financial influencers, such as @makerealcents and Taylor Price, who speak their language, distill seemingly complex principles into digestible formats, and even educate users based on their own mistakes and lessons learned. The way boundaryless Gen Zs see it, why not get financial tips in the same space where you seek beauty and fashion inspiration? Brands should reach within their own organization or among brand fans to establish relationships with Gen Zs who are speaking credibly about financial matters. These advocates allow you not only to give a larger platform to young talent but also to reach the crucial authenticity measure that Gen Zs insist on.

Make financial planning enjoyable. Whether it’s incorporating popular features like gamification into your platform or discussing how the use of loyalty programs fits into budgeting, companies both inside the financial sector and out can reward consumers for implementing financial goals. Say what you will about youth-focused stock trading platform Robinhood, but its ease of use, relatability and playfulness has resulted in measurably increased Fintech spending. There’s room in the market for more youth-centered financial products and services like this.