Consumer Finance Outlook: The Priorities, Pain Points & Opportunities of 2023
Frequently Asked Questions
Why are women more concerned about being able to retire on time?
The webinar notes that women report higher concern about retirement readiness — driven by long-term earning gaps, career interruptions, and longevity risk. Content that addresses retirement planning, long-term saving strategies, and confidence-building can help alleviate those concerns.
How does Gen Z define 'wealth' compared to Boomers?
According to Nativo’s findings, Gen Zers are three times more likely to associate wealth with the quality of material possessions, while Boomers are about twice as likely to define wealth by net worth. Brands should tailor messaging to match these differing values when creating finance content.
What types of content help consumers find financial products?
Consumers are 48% more likely to find articles and editorial content helpful when searching for financial products. Educational, editorial, and how-to content that answers specific pain points performs well in discovery.
How should marketers distribute financial content?
The webinar emphasizes delivering the right message to the right audience through targeted distribution — leveraging editorial placements, audience segmentation, and formats (video clips, articles) that match consumer preferences and pain points.
When it comes to consumer finance, some truths remain constant: people wish they were more financially literate, saving and budgeting is a shared pain point, and the dream is a lifestyle more about comfort and less about compromise. But where there’s contrast, there’s opportunity—to connect with consumers and provide value.
Watch these clips that detail best practices for developing finance content.
What Does Wealth Mean to You?
Learn how to connect wealth and finance goals to a variety of consumers.
Wealth Definitions by Audience
GenZers were 3x more likely to select ‘quality of material possessions’ and Boomers were twice as likely to say ‘net worth’.
Content Based on Pain Points
Create content to help consumers meet these challenges head on.
Distributing Financial Content
Make sure to share the right message with the right people.
How Consumers Find Financial Products
Consumers are 48% more likely to find articles/editorial content helpful when it comes to finding financial products.
Watch "Consumer Finance Outlook: The Priorities, Pain Points & Opportunities of 2023", a Nativo webinar, on demand now to learn:
- Why are women more concerned about being able to retire on time?
- How does the new generation’s definition of “wealth” differ from their parents?
- Why are the highest-income respondents most likely to be worried about the cost of starting a family?
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