As Gen Yers enter their financial prime, brands across sectors are looking at ways to adapt their offerings to meet the ethical expectations of this cohort. Online-only challenger bank Aspiration is appealing to them by putting trust, transparency, and sustainability at the heart of its business.

An ethical bank is launching to help people make better and more environmentally-friendly financial decisions. With people concerned about managing their finances post-pandemic and steering away from climate-damaging lifestyles, Picnic wants to make smart choices easier.

Berlin-based digital bank N26 may not have any branches, but it’s still connecting with consumers across the world. It has attracted tech-savvy Gen Zers and Yers – along with other neobanks – with one-touch money management using smartphone-friendly features and economical borderless banking.

While exaggerated markups on goods can deter people from buying, being transparent and forthcoming about price can make them more likely to spend. As brand transparency expectations get higher, it's having an effect on brand loyalty and purchasing behaviors.