If your bank is going after millennials, there is a better way. Targeting millennials has almost turned into a full-fledged past time for bankers. There are sessions on it at almost every banking conference, and it is the talk of many boardrooms. Banks often treat the demographic cohort as if it is some magical secret to unlocking the future of banking. We think going after millennials is a little like playing dead for a vulture – it is counterproductive.
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“Banks often treat the demographic cohort as if it is some magical secret to unlocking the future of banking.” In this article, Chris Nichols argues that bankers should focus on intent over demographics and lays out his case by introducing us to the “Passionists”.
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