Part 2 of 2 – Graduation Series
Before we dive in, if you missed the first part, you can read it here: Graduation Financial Planning for Young Adults
Once upon a time, parents taught kids about money.
Now?
It’s a two-way street—where 19-year-olds explain fintech apps, question traditional investing, and wonder aloud if owning a home is a scam.
Welcome to the era of reverse mentorship—where families are still having financial conversations, but the rules (and the power dynamics) have shifted.
As a small business serving families—whether in financial planning, insurance, estate law, or wealth management—understanding these shifts isn’t optional. It’s your edge.
Gen Z Brings New Values to the Table
Let’s start with the basics. Gen Z clients (and their influence on their parents and grandparents) are shaping the financial conversation in three key ways:
1. They value access, not just ownership
Subscriptions > possessions.
Flexibility > permanence.
They’re wary of big commitments—whether it’s mortgages, long-term policies, or even long-term employers.
2. They expect tech-enabled everything
If you don’t have a digital onboarding process or an option to text instead of call… you’re already losing them.
They grew up Venmo-ing friends and managing investments from their phones. They won’t be printing PDFs.
3. They want purpose with their planning
Values-based investing. Sustainable policies. Financial decisions that align with identity.
This isn’t a trend—it’s their framework.
Why This Impacts All Generations
Even if Gen Z isn’t your primary client base, their values trickle up—especially during milestones like graduation.
They’re talking to:
- Parents (“Why are you still using that advisor?”)
- Grandparents (“Why don’t you have a will?”)
- Each other (“You need to get your money right.”)
If you’re not part of that conversation, you’re being talked around, not to.
These shifts in generation Z marketing impact how families choose advisors, discuss financial planning, and share tools across generations.
The Rise of Reverse Mentorship
A 21-year-old helping their dad set up an investment app isn’t weird—it’s normal. So is a recent grad asking harder questions than their parents ever did.
This shift is your opportunity to:
- Position yourself as a guide, not a gatekeeper
- Offer multi-generational sessions where parents + kids join together
- Design marketing that speaks to values, not just features
How to Make It Work: Segment, Sync, and Speak Like a Human
Here’s how to tailor your message and outreach strategy for each generation involved in the graduation moment:
Parents (Age 40–55)
- What they want: Peace of mind, guidance, and to not feel like they’ve “failed” at saving
- How to reach them: Direct mail, email, in-person or Zoom consults
- Message:
“This moment is a milestone—and a chance to set your family up for what’s next. Whether you’re late to the planning game or ready for next steps, we’re here.”
Grandparents (Age 60+)
- What they want: Legacy, control, simple options
- How to reach them: Direct mail, phone call follow-ups, printed guides
- Message:
“There are smart, meaningful ways to support your grandchild—without risking your own retirement. Let’s walk through them.”
Grads (Age 18–25)
- What they want: Clarity, empowerment, no BS
- How to reach them: Text-friendly platforms, social media, short video
- Message:
“You don’t need to have it all figured out—but you do need a plan. We’ll help you start strong.”
If you’re building campaigns around graduation, your Generation Z marketing must reflect their values—tech, clarity, and purpose. They’ll ignore anything that feels corporate or cold.
What Not to Do When Marketing Across Generations
Even well-meaning campaigns can flop when the tone or tactic misses the mark. Here’s what to steer clear of:
Don’t generalize with stereotypes
Not all Gen Zers love crypto. Not all boomers are afraid of apps. Speak to needs, not memes.
Don’t try to be trendy—be clear
You’re not competing with influencers. You’re offering something more valuable: trust, clarity, and long-term planning.
Don’t forget the middle generation
Parents are often the bridge between Gen Z grads and legacy-minded grandparents. Tailor messaging that acknowledges their pressure, not just their purchasing power.
“The goal isn’t to impress every generation—it’s to connect with each in a way that feels respectful and real.”
Graduation Is the Moment to Make It Happen
From May to July, graduation season creates the perfect storm of family emotion, future stress, and open minds.
This is the best time to:
- Host multigenerational consults
- Run segmented campaigns (mail/email/social)
- Offer educational assets (like our Smart Start Kit)
Pro Tip: One Message, Multiple Touchpoints
Take one campaign theme—like “Smart Starts for Every Generation”—and repurpose it across:
- A blog post (like this one 👋)
- A direct mailer to parents
- A social carousel for Gen Z
- An email for grandparents
- A landing page with all three
Keep the tone consistent, the visuals cohesive, and the message human. That’s how trust gets built.
Final Thought: Speak Their Language—And Earn Their Loyalty
Businesses that take Generation Z marketing seriously today won’t just reach young clients—they’ll build trust across entire families for years to come.
If you want to connect with families today, you can’t talk like it’s 1999. The next generation is already here, and they’re paying attention.
So meet them where they are. Invite them in. Let them teach you something, too.
Because the advisors and businesses who listen now?
They’re the ones families will trust for generations.
Ready to Turn Graduation Season Into a Growth Moment?
At Plum, we help small businesses like yours connect with clients in the moments that matter most—like this one.
Whether you’re looking to:
- Segment your outreach by generation
- Launch a graduation-themed campaign
- Or just finally market your services without sounding like everyone else
We’ve got the tools, templates, and brains to back you up.
→ Book a free 20-minute strategy call with Plum
