Swipe, Meme, Invest: Is Gen Z learning or just playing?

As someone who has spent decades in the markets, through bull runs, corrections, crashes, and countless lessons, I’ve seen firsthand how financial education can transform lives. But I’ve also seen how traditional ways of teaching money just don’t resonate with the next generation.

India’s Gen Z, the digital natives who make up over 27% of the population, don't learn the way we did. Raised on rapid-fire content, dopamine hits from notifications, and algorithm-curated feeds, their learning style is visual, interactive, and emotionally driven.

Traditional approaches to financial education like the text-heavy courses, jargon-filled manuals, and static advice—simply don’t stick with them. And if we don’t evolve our methods, we risk raising a generation that’s hyperconnected but financially underprepared. Enter gamification and meme culture: not as gimmicks, but as powerful gateways to financial literacy for a new era.

New Language, Old Subject

Fintech apps and financial influencers are using meme-based content to attract Generation Z, using streaks, leaderboards, swipeable reels, and meme-based content.

Investing applications offer rewards for daily logins and completing financial quests. Instagram and YouTube are filled with short-form videos that demystify complex concepts like SIPs, credit ratings, and compound interest.

Social media has proven to be a successful educational tool, raising awareness and promoting early learning. It is inexpensive, quick, and culturally relevant, meeting Gen Z where they are now.

Over 70% of Indian millennials and Generation Z increasingly read financial material via social media, using memes, popular music, and movie lines to illustrate concepts like inflation hedging and debt diversification. Informal communication can be more effective and far-reaching than official methods.

According to a Bain & Company research from 2024, more than 35% of new users on wealth-tech platforms are under the age of 25. They are lured to a user experience that seems more like a game than a bank, with reward-based engagement and an intuitive design.

While this demonstrates the success of speaking Generation Z's digital-first language, it also raises a deeper question.

But Is It Real Literacy?

Financial literacy is not just about acronyms and investing memes; it involves understanding risk, long-term planning, market cycles, and behavioral biases.

Learning progresses in stages, and social media can help build basic awareness and curiosity at the beginner stage.

However, when used for advanced financial advice, misinformation, unrealistic promises, and performative content can become dangerous.

The rise of "finfluencers" has raised red flags for regulators. In 2023, SEBI issued a consultation paper proposing stricter controls on financial influencers.

It called for disclosure of affiliations, banned unregistered advisers from recommending products, and proposed measures to limit unverified advice. The backdrop: a surge in young investors acting on influencer-driven hype often without understanding the risks.

The Way Forward

Gen Z should use memes, reels, and gamified content to build awareness and start learning, but for deeper understanding, they must combine informal learning with formal education, such as NISM certifications, academic courses, and online platforms like Coursera or Udemy.

True financial literacy involves doing research, applying concepts, and learning from outcomes. Social media is a starting point, but not a full curriculum. Gen Z users should be curious but cautious, exploring, questioning, cross-checking, and not mistaken for expertise.

Gamification and memes are effective communication tools for Gen Z, but their influence depends on their appropriate use.

The objective should be to make finance enjoyable and establish it as a basis. Educating a connected, outspoken, and curious generation requires creativity and ethics, and if the right mix is struck, a generation of financially empowered people will be created.

This isn’t a warning—it’s an invitation. To look beyond outdated assumptions and recognize that memes, gamification, and reels aren’t distractions from financial literacy. In the hands of the right platforms, they are the first chapter of it.

(The author is CEO, Torus Digital)

(Disclaimer: Recommendations, suggestions, views, and opinions given by experts are their own. These do not represent the views of The Economic Times)