This article was originally published to ABA Bank Marketing.

It’s hard to imagine a banking executive who doesn’t recognize the need to reel in younger customers. Doing so gives a financial institution the opportunity to engage consumers just as they’re beginning to build their wealth. Later in life, the thinking goes, they’ll be ready for more lucrative products (investments, retirement accounts, mortgages, life insurance, etc.), and in theory, these individuals will turn first to the institution where they already have a trusted relationship.

You’ve mastered marketing to Generations X and Y. Now it’s time to gear up for the next generation – Gen Z – the post-Millennials who grew up with the internet and will redefine the way you reach your future audience.

First, let’s get a better understanding of the people that make up Generation Z. Defined as those born between 1992-2010, Generation Z-ers are currently in their teens and early twenties. According to Mashable, “Nearly half of teens who use the Internet buy things online, more than four in five will use social networks this year, and 96% of U.S. teens ages 12 to 17 will use the Internet at least monthly.”