TD Bank
gen z positioning & strategic territory
Gen Z may have the lowest financial literacy, but they have the highest entrepreneurial spirit. Growing distrust of major financial institutions makes educating and appealing to these young, ambitious minds more challenging than ever. Aiming to further humanize their mission, TD Bank wanted to know what Gen Z strategists think is needed to win over the trust of their own generation.
To put things briefly:
Get the next generation of money makers
Who are lacking trustworthy financial guidance
To achieve economic independence
By offering a curated guide for the entrepreneurial spirit
The Ask: Create strategic territory for TD Bank that proposes a white space opportunity to engage Gen Z when it comes to finances.
My Role: Research & Insights, Brand Action Development
