As Gen Yers enter their financial prime, brands across sectors are looking at ways to adapt their offerings to meet the ethical expectations of this cohort. Online-only challenger bank Aspiration is appealing to them by putting trust, transparency, and sustainability at the heart of its business.

Gen Zers are increasingly prioritising banking that’s both ethical and sustainability-minded. Tomorrow, a challenger bank founded in Germany, positions sustainability as its top goal, leading the way for brands to merge necessary service offerings with values-driven behaviours.

From reducing their use of plastic to going vegan, many Britons are adapting their behaviours to tackle climate change. This is feeding into their financial habits too, with roughly half wanting to ensure that the businesses they bank with don't invest their money in fossil fuels.

As trust in traditional financial institutions declined after the 2008 crash, challenger banks flourished. Yet while emoji passcodes and bill-splitting features may have been key selling points previously, a growing number of Britons are turning to these platforms for ethical investment options.