Thanks to the rise of machine learning, personalisation is everywhere on the internet. From targeted ads to the TikTok algorithm, almost every app uses personalisation to enhance their users' experience. 

Whilst older generations tend to be more weary of personalisation, this study shows that Gen Z typically wants information targeted to them to be personalised. While 38% prefer online ads to be related to their browsing history or entertainment preferences, the cohort is less concerned about privacy, with 32% saying they aren't concerned that companies will use their personal online data in a way that could harm them. This is a significantly different attitude from Gen X and Millennials, who are much more weary about privacy.

🧐 But why?

Gen Z are the first online native generation. They’ve grown up with it, and many people under 25 have used smartphones since their early teens. In fact, more than a third (38%) of a Gen Z group said they feel stressed when they can't access the internet, while 73% of Gen Z females and 62% of Gen Z males are "very tense or uneasy" if their phone stops working.

Which basically means young people live a lot of their lives entirely online. With this, comes the expectation that the internet should be a comfortable place and fully understand the users needs. This is where personalisation comes in.

Gen Z don’t respond well to being hit with a lot of generalised ads, but are more likely to spend when approached with targeted ads based on their browsing history and interests. 

The same goes with content shown in social media feeds, like Instagram and TikTok. The psychological value of this is immense - platforms like TikTok wouldn’t work at all without their infamous algorithms. Personalised, curated content is what keeps Gen Z hooked and interested. 

💸 Ok, what about in Investing?

It’s no different in finance either. In fact, personalisation can have a huge impact on Gen Z’s financial awareness because targeted content ensures that users are shown content that is in line with their current understanding, and can support them in expanding their knowledge. 

In general, Gen Z values individual expression and avoids labels, so it makes sense that they’re not into generalised content being thrown at them. For investing, this also stands true - and is more important than ever. For example, if a beginner investor is shown content far too complicated for their current level, it’s likely to be overwhelming and basically scare off the consumer. This is the last thing we want when we are trying to get as many young people into investing as possible.

An example of this in action would be Kim Kardashian's recent promotion of EthereumMax, which led to thousands of people investing in the token, many of whom had very little experience. The token rose in value significantly, and then dropped – meaning investors lost 95% of their money.

By getting the right kind of content to Gen Z investors, we're able to keep them hooked on learning more about the topic, and in turn help them become more confident investors down the line.