In 2025, trust emerged as the most important factor for Gen Z in the UK when choosing a financial services provider. According to a survey, over ** percent of respondents highlighted trust as a crucial element in their banking decisions. Loyalty and reward schemes, along with a seamless digital experience via websites or apps, were also key, with ** percent citing them as critical. The survey further revealed that Gen Z is strongly influenced by brand values and sustainability: ** percent considered sustainability important in selecting a bank, while ** percent said that brand values - such as a commitment to diversity and inclusion - played a role in their choice.
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Dentsu. (April 8, 2025). Most important aspects in choosing a financial services provider for Generation Z in the United Kingdom (UK) in 2025 [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 30, 2026, from /statistics/1615434/uk-gen-z-bank-selection-criteria/
Dentsu. "Most important aspects in choosing a financial services provider for Generation Z in the United Kingdom (UK) in 2025." Chart. April 8, 2025. ÌÇÐÄÆƽâ°æ. Accessed July 30, 2026. /statistics/1615434/uk-gen-z-bank-selection-criteria/
Dentsu. (2025). Most important aspects in choosing a financial services provider for Generation Z in the United Kingdom (UK) in 2025. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 30, 2026. /statistics/1615434/uk-gen-z-bank-selection-criteria/
Dentsu. "Most Important Aspects in Choosing a Financial Services Provider for Generation Z in The United Kingdom (Uk) in 2025." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 8 Apr 2025, /statistics/1615434/uk-gen-z-bank-selection-criteria/
Dentsu, Most important aspects in choosing a financial services provider for Generation Z in the United Kingdom (UK) in 2025 ÌÇÐÄÆƽâ°æ, /statistics/1615434/uk-gen-z-bank-selection-criteria/ (last visited July 30, 2026)
Most important aspects in choosing a financial services provider for Generation Z in the United Kingdom (UK) in 2025 [Graph], Dentsu, April 8, 2025. [Online]. Available: /statistics/1615434/uk-gen-z-bank-selection-criteria/
