Financial Consumption Behavior Characteristics and Marketing Strategies for the Younger Generation

Abstract

As the post-00s generation gradually becomes the main force in the consumption market, their financial consumption behaviors exhibit distinct characteristics compared to previous generations. This profoundly impacts the financial industry’s product innovation, service models, and marketing strategies. This study focuses on younger-generation customers, employing big data analytics, questionnaire surveys, and quantitative models (HAR-GARCH, LSTM, etc.) to systematically analyze their financial consumption behavior and propose targeted marketing strategies based on market demands. The research reveals that the younger generation demonstrates significant era-specific traits in installment consumption, credit choices, payment habits, product demands, and financial awareness, influenced heavily by internet technology, social environment, and personal cognition. Based on the findings, this paper provides strategic recommendations for financial institutions across four dimensions: product innovation, service optimization, risk management, and contextual marketing. The goal is to help the financial industry better adapt to market changes and enhance its effectiveness in serving young clients.