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Introducing Your Next Generation Of Customers—Welcome Generation Z



Michael Marx, Senior Director, Voice of the Consumer


Recently, a good deal of attention has been paid to the Millennial generation’s financial habits and trends, with the youngest of this group being 23 years old.  However, the next generation, Generation Z, is beginning its entrance into the mainstream of American consumption and is changing the way we think about young people in the marketplace.  Currently, 4.5 million people turn 18 and officially start their financial journeys each year.  It is turning out that this generation, though having some similarities to older generations, has many unique characteristics and will require financial institutions to develop new products, services and servicing protocols to align with the distinct characteristics of this generation.  This webinar will provide a detailed, though holistic overview of Generation Z centering on key themes that financial services providers need to know, including the generation’s overall financial realism and conservatism, how this generation interacts with marketing and educational content, and the need for immediacy in all its interactions with the world around them.  Find out how to be relevant with this generational cohort and develop relationships that will engender loyalty as well as profitability.


  1. An introduction to the next generation of American consumers, Generation Z, and how they differ from older generations, especially Millennials
  2. Key themes that define this next generation
  3. Best communications and channel approaches to reach this generation


  1. Provide guidance as to how to design effective products and services to meet the unique characteristics of Generation Z
  2. Engage in thought starters on how to create communication content and delivery that will resonate with this generation
  3. Learn principles to create loyalty-building service delivery protocols that will create your next generation of committed customers

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Michael Marx

Senior Director, Global Human Insights, Visa

Michael Marx is currently Senior Director of Visa Inc. Global Human Insights. In this capacity, Mr. Marx is responsible for consulting and communicating with Visa payment card issuing clients and accepting merchants on all aspects of intelligence including market research, market intelligence, competitive intelligence and consumer trends that are ultimately relevant to the payments business.

Mr. Marx is a frequent speaker at industry conferences where he discusses key segments of the population who will drive the payments business going forward as well as ground-breaking Visa research efforts that contribute to the furtherance of its partners’ business.

Prior to joining Visa in 1996, Mr. Marx served for 11 years as manager of the corporate market research function at Wells Fargo. He has also held research positions at Clorox and Market Facts.

Mr. Marx holds a B.A. in Politics from the University of California, Santa Cruz and an M.A. in Communications from the University of Pennsylvania.


11/28/2018 at 2:00 PM (EST)   |  60 minutes
11/28/2018 at 2:00 PM (EST)   |  60 minutes Please click the button to the right to join the webinar.