Millennials and Gen Z are falling behind.

The Pandemic’s Perfect Storm.

The impact of Covid 19 on Gen Z and Millennials is reaching unprecedented levels. Even before the pandemic, achieving financial security was a challenge to these young adults due to a confluence of factors—a weak job market, uneven wage growth, an increase in college tuition, a fundamental shift in retirement systems, and a lack of access to employer-sponsored retirement savings plans, to name a few.

Georgetown University conducted critical research around these issues and teamed up with COMMIT with the goal of awakening the financial industry to this reality so that it can better serve the needs of our young people and our changing economy. We used our strategic and creative process to create a powerful campaign—crafting a brand strategy, messaging, and brand identity designed to get the attention of media and financial decisions makers.