Problem
As we look to become the bank of Generation Z and beyond, we need to explore new and innovative ways to capture this segment’s attention and let them know we’re not their typical parents’/grandparents’ bank. Currently, Citizens is conducting significant market research into the Generation Z population, who are characterized as being tech-savvy and digital natives, risk averse, independent yet competitive, and valuing authenticity and strong, personal relationships. Our goal is to become the bank of choice for this population, by creating relationships very early on in their financial journeys (e.g. high school) and solidifying them as long-term banking customers.
To address the above problem, Citizens is seeking research and recommendations on the following topics:
- What does Generation Z look for in companies and, specifically, in banking/financial institutions?
- How can we design and deliver financial readiness programs that are fun and exciting, utilizing innovative techniques (e.g. gamification)?
- What potential partnerships could Citizens explore that would capture the attention of Generation Z customers?
- What incentives could we offer that would entice them to grow their financial relationships with us?
- Is there anything else that Citizens would need to consider (e.g. risks, competitors) in order to implement the above?
Mission Statement
Bringing banking to a new generation through an engaging, incentivized program that will teach the youth vital information about financial literacy while navigating the world of finance. Our slogan: leading the way for the generation of today.
Corporation Departments
Marketing & Communication
- Anna Petro
West Warwick Senior High School - Jack Ryan
Lincoln Senior High School - Miyah Monteiro
Lincoln Senior High School - Starlynn Allen
William M. Davies Jr. Career-Technical High School
Business & Finance
- Dangell Bobadilla
Charette Charter School - Kimberly Salinas Sanchez
William E. Tolman Senior High School - Oscar Aquino
Providence Career and Technical Academy - Senny Tounkara
RI Nurses Institute Middle College
Research & Development
- Ashley Hardy
William E. Tolman Senior High School - Connor Stubbs
Exeter-West Greenwich Regional High School - Luis Martinez
William M. Davies Jr. Career-Technical High School - Ryland Dyer
Coventry High School
Leadership
- Kairy Gonzalez
William M. Davies Jr. Career-Technical High School - Alexa Drainville
Smithfield Senior High School - Ian Kiernan
Ponaganset High School - Elizabeth Adeyefa
Toll Gate High School - Jayram Suryanarayan
North Kingstown Senior High School
Contacts
Mentors
Business Coaches
Noel DeJesus
College & Diversity Recruiter, Citizens Bank
Anthony Holehouse
Sr. Project Analyst, Citizens Bank
David Tarantelli
Vice President, Real Estate Operations Systems Citizens Bank
Sean Corcoran
Head of Campus Recruiting & Early Career Programs, Citizens Bank