The Dutch Authority for the Financial Markets has published a report on the financial challenges faced by Generation Z (1997–2010) and is seeking to stimulate dialogue between financial firms, policymakers and supervisors to help new generations enter financial markets in a way that safeguards customer interests. The report finds Gen Z to be more financially vulnerable than previous generations, reflecting not only income and payment issues but also behavioural factors such as impulsivity, online social comparison and a preference for quick and easy choices. It also notes that Gen Z gathers much of its financial information via social media and peers and can be receptive to content that appears genuine and reliable even when it is not. The AFM encourages firms to communicate transparently and in channels that align with Gen Z media use, and to design digital choice environments with appropriate friction so thresholds are not set too low at risk-sensitive moments, including by involving Gen Z in the design of processes and communications.
Dutch Authority for the Financial Markets 2025-06-03
Dutch Authority for the Financial Markets publishes report and calls for industry dialogue to better support Gen Z in financial markets
The Dutch Authority for the Financial Markets reports on Generation Z's financial vulnerabilities, including income issues and impulsivity. It urges financial firms to engage Gen Z with transparent communication and digital environments incorporating appropriate friction, aligning with their media habits. The AFM seeks dialogue among financial firms, policymakers, and supervisors to ensure Gen Z's safe market entry.