Across the United States, Gen Z is facing an unprecedented mental health crisis, with financial stress emerging as a key driver of this burden. Rising student debt, inflation, and the challenges of navigating a complex economy are leaving many young people feeling overwhelmed and uncertain about their futures.
To address these pressures head-on, we’ve partnered with leading mental health expert Israa Nasir to gain deep insight into the unique struggles Gen Z faces and give Bank of America skin in the game. With this understanding, we’ve collaborated with financial professionals to create actionable, relevant guidance tailored to this group’s specific needs, in addition to pulling research from the Better Money Habits Gen Z Pulse Report to see which key areas young folks are struggling with the most. Our goal is to equip young individuals with the tools to manage their finances with confidence, reduce stress and build a more secure, empowered future through Better Money Habits by Bank of America.
By combining mental health support with practical financial strategies from President of Retail Banking at Bank of America Holly O’Neill, we’re providing Gen Z with a holistic approach to navigating today’s challenges through an engaging content series. Together, we can help them overcome obstacles, improve their well-being and cultivate a sense of financial freedom and stability. It’s not just about managing money — it’s about transforming how they think about their future and giving them the resources to thrive in every aspect of life.
In a world full of uncertainty, we believe that with the right support, Gen Z can build resilience, find balance and confidently face their financial futures.
The core goal of this program was simple yet powerful: to meet Gen Z where they are in language they can understand and provide them with the tools to thrive in today’s fast-paced, financially complex world. To truly understand their struggles, we collaborated with a mental health expert who works closely with Gen Z every day, in addition to using our Better Money Habits Gen Z Pulse Report to see which specific areas they needed the most guidance in. This expert’s firsthand insights tied with the report helped us shape a program that directly addresses the real challenges this generation faces, offering advice that is not only practical but deeply relevant to their current goals and aspirations.
We launched the content series and paid campaign in October 2024, to coincide with World Mental Health Day (October 10) and ran throughout the month on Instagram and YouTube, knowing that is where Gen Z prioritizes their time online but also where they are open to digesting interview-style content focused on bettering themselves.
Through this collaboration, we focused on key areas that matter most to Gen Z. Dissimilar to our approach to older generations, we emphasized that success isn’t defined by traditional milestones, like homeownership or grand weddings — instead Gen Zers can focus on their unique path and resist the urge to conform to expectations.
We also discussed the importance of mindful spending — understanding that retail therapy isn’t always the solution, and how to avoid overspending, particularly in expensive cities. By encouraging them to prioritize what truly matters through conscious budgeting, we helped reinforce the idea that simple, low-key celebrations (like a modest bachelorette party) can still be meaningful without breaking the bank.
We also explored the differences between inherited financial habits and intentional choices. We reminded them that their financial journey doesn’t have to mirror their parents’ — it’s about forging their own path.
To make this advice actionable, we incorporated strategies like the "if/then" method, which helps identify potential roadblocks and ways to overcome them. By recommending practical tips such as waiting 24 hours before making online purchases to avoid impulse buying, we helped them learn how to strike a balance between short-term desires and long-term financial goals.
One of our biggest challenges was ensuring the information was accessible and engaging. We wanted to provide valuable insights without overwhelming our audience. This meant crafting short, digestible videos that Gen Z could easily absorb, one small lesson at a time, on channels they’re already active on. The lessons shared in these videos are incredibly powerful, and while we wish we could create thousands more, we believe that these bite-sized takeaways will make a lasting impact.
In the end, this program is about empowering Gen Z to make informed, intentional choices that align with their values and their future, helping them build a healthier, more balanced relationship with money.
Our campaign was a remarkable success, achieving over 1 million impressions, 50,000 engagements and 40,000 click-throughs to the Better Money Habits landing page. Within the site, we had many helpful articles surrounding a variety of mental health-focused topics that were based on what we had learned from our Pulse Report and from award-winning therapist Israa Nasir. These results highlight our ability to effectively connect with our target audience — Gen Z — by delivering relevant, actionable content across platforms they frequent —Instagram and YouTube. We prioritized meeting them where they are, using dynamic and engaging video content to foster both ad recall and high video view rates, surpassing industry benchmarks.
Our click-through rates also exceeded expectations, demonstrating that we not only captured attention but also drove meaningful interactions. By providing valuable information tailored to Gen Z’s needs, we empowered them to succeed while establishing a strong brand connection. This integrated approach led to measurable impact, reinforcing our success in both engagement and awareness. Ultimately, we achieved our goal of resonating with Gen Z and delivering helpful financial information directly to their devices.
