London, England / Syndication Cloud / October 3, 2025 / Sutch One Group Ltd
Social media has been another nail in the slowly closing coffin of traditional media. The primary force behind four generations of advertising, outlets like television, newspapers, and radio are seeing a dwindling share of marketing budgets, hastening their decline.
Last year, industry watchers projected more than 77 percent of ad spending in the United States – roughly $302.8 billion – would go to digital channels, according to EMARKETER analysts. In contrast, only $86.7 billion went to legacy media outlets. Nearly 80 percent of financial services advertising went to digital media, versus 20 percent to traditional channels.
Spending money on digital marketing can feel like throwing money out the window – it’s definitely going somewhere, but it’s difficult to track the return on investment across multiple platforms. The anonymity of the Internet is especially frustrating in the financial services sector, where credibility and trust are vital. But some industry experts, like the specialists at SutchOne Group, are cracking the code.
Falling In The Gap
Baby Boomers were the focus of the financial services sector for decades. While slight pivots were made for Gen X and Millennials, strategies were largely built around Boomer values like trust and stability. Physical branches, individualized advice, and in-person interactions were staples.
Similar to legacy media, traditional financial services are less attractive to Gen Z. With a distinct distrust for institutions, Gen Z values transparency and financial education so they can make their own decisions. They demand quality mobile apps and convenient, innovative features. And their decisions and wallets are more values-driven than past generations.
Finding The Gaps
Marketing to a generation that’s suspicious of institutions and wants to figure things out themselves might seem daunting. But today’s digital focus makes it easier than ever to speak directly to these customers. And with such a wide breadth of platforms, it’s easy to put the message out – for those who know how.
These younger consumers tend to review information across multiple devices and platforms before making most decisions. They watch videos, read articles, listen to audio content, and review visual data presentations at different stages of their decision process. So those who establish a visible digital presence with accessible information across digital platforms build trust with Generation Z and other younger consumers.
Filling The Gaps
Creating engaging content like social media campaigns, reels, and short-form videos can be extremely time-consuming. Placing and promoting them takes even more time and effort. And with few guarantees and ways to track that ROI, business owners can find themselves once again throwing resources out the window.
But many marketing specialists who know how and where to place content have also broadened their content creation and distribution services, giving companies the opportunity to focus on what they do best, while digital media companies get the word out.
Financial services are changing along with the generation. Savvy agencies will stop throwing away time and money and instead invest in content strategies that generate qualified inbound leads. It’s time to close the window and start building an engaging digital presence.
Sutch One Group Ltd
chris@sutch1.com
+1-917-722-5883
128 City Road
London
England
EC1V 2NX
United Kingdom
