Finance Marketing Summit: ‘Everything is income, they’re thinking about tomorrow’ – How NAB and TBWA nailed Gen Z’s hustle culture

July 26, 2024 9:44

By 2030, Gen Z is predicted to make up nearly 50% of consumer retail spending. With an unconventional relationship with money, compared to their predecessors, now is the time for financial service brands to learn their spending behaviours and capture their attention, according to NAB.

Speaking at the Mumbrella Finance Marketing Summit on Thursday, NAB’s head of group brand, Sue Brailsford, explained the bank’s ongoing relationship with the younger generation.

“It took us a little while to cotton on to exactly what was going on, but when we started looking underneath, we found that was our brand awareness was being driven by Gen Z customers,” she said.

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.