What’s on Your Minds: Growth, Gen Z, and Getting It Right in a Tough Market

Right now, the market feels more uncertain than ever. For those of us leading businesses or using data to drive decisions, the pressure is on. We’re trying to grow, to serve our customers better, and to stay ahead of the competition — but we’re doing it while navigating economic twists and turns we can’t always predict.

Many of us are asking the same big questions:

• How do we grow in this economy?

• Are we keeping up with changing customer expectations?

• Where are we missing opportunities — and why?

Each month during the Market Pulse webinar, we survey attendees from a wide range of industries to hear how they are feeling about market trends and how it’s impacting their organization’s strategy. Here’s what we learned.

Gen Z: The Strategy Gap

Let’s start with Gen Z. They’re not just the future; they’re already shaping today’s market. But here’s the thing: 60 percent of respondents said they either don’t have a strategy for Gen Z or aren’t targeting them at all.

That’s a big number.

It’s not that they don’t see the generation’s potential. It’s just that connecting with this group feels different. Gen Z expects more from the businesses they choose: more personalization, more transparency, and more values they can stand behind. They also interact with brands in new ways, often skipping traditional paths and going straight to digital platforms, influencers, and peer recommendations.

So we’re asking ourselves: What does a Gen Z strategy even look like? And how do we build one that actually works?

For more on what our expert Advisors think you should know about marketing to Gen Z, see the January Market Pulse recap blog.

Growth Goals Meet a Shaky Economy

The next major challenge? Balancing growth with economic uncertainty.

About 27 percent of respondents said this is their number one concern when it comes to opening new accounts. And it makes sense. When interest rates rise, inflation keeps climbing, and talk of a possible slowdown is in the air, it’s tough to feel confident about taking big risks.

The pain points we keep hearing in the market are familiar and frustrating:

• Interest rates

• Inflation

• The overall economy

• Housing and mortgage supply issues

All these concerns shape lending, approvals, and the kind of customer experience you can afford to deliver. And when you tighten risk controls too much, you risk leaving growth on the table.

Other Top Challenges We’re Facing

Three other pain points are nearly tied when it comes to impact:

1. Missing growth opportunities due to tighter credit and fraud controls. You want to protect your businesses, but also don’t want to say “no” to customers you could be helping.
    

2. Delivering personalized, seamless customer experiences. Customers expect fast, easy, and relevant experiences. You want to meet those expectations, but it’s not always easy — especially when every competitor is trying to do the same thing.
    

3. Doing more with less. Budgets are tight. Teams are stretched. And expertise is limited. You’re feeling the pressure to produce results with fewer resources than ever before.

These challenges are not new, but they’re hitting harder in today’s environment. You are being asked to make smarter decisions faster, with less room for error. That’s why data, insights, and collaboration are more important than ever.

Keep Your Business Goals Within Sight

We hope you’ll join us for future Market Pulse webinars. To ask questions in real time and gain deeper insights before anyone else, you have to be there. You can register — as well as find our monthly reports, the Market Pulse podcast, and more — at our Market Pulse hub. 

We hope you will join us for our April 2025 Market Pulse webinar taking place on Thursday, April 24, 2025, where we will hear up-to-the-minute trends, opportunities, and insights about small business. To ask questions in real time and gain deeper insights before anyone else, you must be there. Don’t miss it!

Broaden your perspective with insights that inspire bold innovation, confident adaptation, and decisive leadership through Trends and Insights. 

Interested in learning how personalized insights can drive your business forward? Sign up for a complimentary 60-minute Market Pulse Advisory with one of our experts. 

Finally, connect with us on YouTube and LinkedIn for even deeper insights.