Banks look to social media to draw Gen Y

Many financial institutions are connecting with their next generation of customers by speaking their language — social media — and reaching them on smartphones. Several banks are also rolling out new accounts specifically geared to Gen Y, which generally includes teenagers up to 32-year-olds. "It adds positive cache to a brand, provided that it's not crass commercialism," said Jay Sinha, an associate professor of marketing and supply chain management at Temple's Fox School of Business. "Gen Y is really turned off by that."
April 17, 2011 | St. Louis Post-Dispatch