Culture seen through the eyes of children: ABI research
The Italian Banking Association (HELP) presented the research “GenZ & ALPHA, the culture you don't expect" during the festival "is culture!” held in Rome on 14 October 2025.
The investigation, conducted by the professor Guido Guerzoni of Bocconi University, analyzed the cultural habits of generations Z (born between 1997 and 2012) and Alpha (from 2013 onwards), with the aim of understanding how young people relate to culture in Italy and Europe.
The objective of research is threefold Enhance the role of young people in building a participatory culture. Promote social inclusion through culture. Support territorial development with banking cultural initiatives.
Chiara Mancini, Deputy Director General of the ABI, he underlined how culture is "a development multiplier" and how banks can contribute to the dissemination of knowledge and the valorisation of talents.
GenZ and the relationship with banks: digitalization and new habits
Parallel to cultural interest, GenZ is revolutionizing the way we interact with the banking system. According to the report Digital Banking Maturity 2025 by Deloitte:
- The 78% of young people among 18 and the 28 years in Italy he uses banking apps at least once a week;
- Le neobank (fully digital banks) they are preferred for their simplicity, speed and transparency;
- Digital payments and contactless are now the norm: in the first semester of 2024, digital payments have reached the 223 billion €
- Let GenZ preach personalized services, digital onboarding and assistance via chatbot or app.
Culture and finance: a bridge to the future
These data indicate a strong propensity towards a more agile banking model, mobile and integrated with the digital lifestyle of young people. The ABI initiative demonstrates how banks are not just economic actors, but also promoters of culture and inclusion. Involving generations Z and Alpha means investing in the future, both in terms of cultural education what about financial education.
Alex Gaetani
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