Every generation has a nickname — sometimes more than one. The baby boomers. The millennials. The Snapchat Generation. Generation X. The Silent Generation.
The groupings are overgeneralizations, often lumping together disparate individuals with diverse backgrounds. Indeed, even the exact years or ages of the different groups are contested. (For this story, we used the dates that the Gallup poll uses, along with information from our experts, to define the generations.)
Still, each generation faces its own challenges and has come to age in distinct environments. Each has a unique set of wants and needs.
That’s true even when it comes to their checking accounts, says Eric Weikart, a managing director with Cornerstone Advisors, a financial industry consulting firm.
“Different age groups make different buying decisions based on different reasons,” Weikart says, noting that checking account features can play a big role in which bank or credit union a consumer chooses.
Whether it’s mobile banking, person-to-person payments, customer service or other factors, each generation is demanding something from financial institutions for the privilege of managing its checking accounts.