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From Silent Generation to Gen Z: Who Appreciates a Social and Sustainable Bank Most?

Author

Listed:
  • Nicole Jonker
  • Bo Beeker
  • Hans Brits

Abstract

This study investigates generational differences in the importance Dutch bank customers attach to their bank’s contributions to environmental sustainability, social inclusion, and peace, security and justice. Survey results from over 4,000 respondents reveal that individuals from the Silent and Baby Boom generations consistently value banks’ roles in climate action, nature preservation, and social accessibility higher than the other generations. While all generations prioritise core banking services such as secure savings and reliable payments, individuals from the Silent and Baby Boom generations place greater emphasis on the availability of physical branches, support for digitally vulnerable individuals, and banks’ involvement in cybersecurity, military defence, and anti-money laundering. These patterns remain robust after controlling for demographic characteristics, financial literacy, health and digital skills, suggesting that formative experiences and values are key drivers. The findings highlight among others the need for banks and regulators to balance digital innovation and ESG ambitions with continued attention to accessibility and trust across all generations.

Suggested Citation

  • Nicole Jonker & Bo Beeker & Hans Brits, 2025. "From Silent Generation to Gen Z: Who Appreciates a Social and Sustainable Bank Most?," Working Papers 849, DNB.
    • Handle: RePEc:dnb:dnbwpp:849
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    File URL: https://www.dnb.nl/media/if2a5lwj/working_paper_no-849.pdf
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    References listed on IDEAS

    as
    1. Mobin Fatma & Imran Khan, 2023. "How Do Bank Customers’ Perceptions of CSR Influence Marketing Outcomes: Their Trust, Identification, and Commitment?," Sustainability, MDPI, vol. 15(7), pages 1-10, March.
    2. Carin van der Cruijsen & Jakob de Haan & Ria Roerink, 2023. "Trust in financial institutions: A survey," Journal of Economic Surveys, Wiley Blackwell, vol. 37(4), pages 1214-1254, September.
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    Keywords

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    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • G21 - Financial Economics - - Financial Institutions and Services - - - Banks; Other Depository Institutions; Micro Finance Institutions; Mortgages
    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility

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