Every financial wellness campaign aimed at young people starts from the same assumption: Gen Z just needs to learn more. Our research says otherwise. Singapore's Gen Z are financially literate. They know the theory. What they lack isn't knowledge, it's confidence in applying it, in the exact moments their environment is designed to work against them.
We surveyed 353 Gen Z Singaporeans on their saving habits, spending triggers, and BNPL use, then mapped the results against four distinct behavioural personas. The findings point to a clear gap, and it isn't in education. It's in system design.
