In this white paper, we contemplate how people from different generations make financial decisions and utilize online platforms to conduct financial transactions. With a firm grasp of that landscape, we can provide guidance on how to encourage healthy financial behaviors through online messaging.
In this white paper, we examine how the digital divide interacts with financial literacy across multiple generations. Using behavior change theory, we can tailor online messages toward generational identities and lived experiences to most effectively reach people about financial literacy.
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The generational digital divide defines how people seek information and conduct financial transactions online. Digital literacy and financial literacy are deeply intertwined.
Each generation – Baby Boomers, Gen X, Millennials, Gen Z, and beyond – has had their financial decision-making defined by historical and cultural contexts.
Reaching across generations with financial literacy messaging means deepening our understanding of lived experiences, social norms and expectations, and the balance of intrinsic and extrinsic motivations.
