From Silent Generation to Gen Z: Who Appreciates a Social and Sustainable Bank Most?

Working paper 849
Working Papers
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Published: 10 December 2025

By: Nicole Jonker Bo Beeker Hans Brits

This study investigates generational differences in the importance Dutch bank customers attach to their bank’s contributions to environmental sustainability, social inclusion, and peace, security and justice. Survey results from over 4,000 respondents reveal that individuals from the Silent and Baby Boom generations consistently value banks’ roles in climate action, nature preservation, and social accessibility higher than the other generations. While all generations prioritise core banking services such as secure savings and reliable payments, individuals from the Silent and Baby Boom generations place greater emphasis on the availability of physical branches, support for digitally vulnerable individuals, and banks’ involvement in cybersecurity, military defence, and anti-money laundering. These patterns remain robust after controlling for demographic characteristics, financial literacy, health and digital skills, suggesting that formative experiences and values are key drivers. The findings highlight among others the need for banks and regulators to balance digital innovation and ESG ambitions with continued attention to accessibility and trust across all generations.

Keywords: banks; generations; social goals; digital inclusion; resilience, sustainability
JEL codes D12; G21; M14

Working paper no. 849

849 - From Silent Generation to Gen Z: Who Appreciates a Social and Sustainable Bank Most?

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Research highlights​​​

  • This study investigates generational differences in how Dutch bank customers value their bank’s contributions to social and environmental objectives, using survey results from over 4000 respondents, covering six generations: Silent (born between 1928 – 1939), Baby Boom (1940 – 1955), Gen X (1956 – 1970), the Pragmatic (1971 – 1985), Millennials (1986 – 2000) and Gen Z (2001 – 2015).
  • On average, the Silent and Baby Boom generations find it more important than other generations that their bank contributes to the security of citizens and firms, against cybercrime and military threats. They also priorize more strongly bank measures against money laundering and terrorist financing. 
  • The Silent and Babyboom generations also strongly value inclusive payment and financial services, supporting social equality. Millennials and Gen Z rate these as moderately important, while the Pragmatic Generation and Generation X consider accessibility important, they are slightly less outspoken than the Silent and Baby Boom generations.
  • Every generation values a "green bank", but the Silent and Baby Boom generations often value sustainable banking more than the other generations, challenging prevailing assumptions that younger generations lead in valuing sustainability.
  • Across all generations, safeguarding banks’ core functions remains paramount, even as attention to new social responsibilities grows.

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