Happy New Year! I hope your holidays were both refreshing and inspiring.
As we dive into 2025—the "Year of Possibility";—the pace is already picking up. Our team is back in action, and the momentum is palpable. With a wealth of incredible content in the pipeline, this space promises to keep you engaged (and possibly a little busier than usual). Trust me, it’s worth it.

As I send my last newsletter for 2024, I saved one of my favorite reports for this edition: Nicole Bond and Kaitlin Ceckowski's 2025 Omnichannel Marketing Trends

If you would like to have Nicole and Kaitlin join your first 2025 off-site or team meeting, please let me know, and we can work to get something on the calendar.

The report is amazing, but the presentation is a must-see.

2. “Why So Serious?” — Consumer Fatigue Demands Lighthearted Marketing

Content Consumption

Social media is more than a platform — it’s the primary stage where consumers live, work, and play. With 90% of users engaging on social channels and younger demographics increasingly substituting traditional media for social platforms, the stakes have never been higher for brands. Video dominates this shift, with formats like TikTok and YouTube capturing attention in ways that static content simply cannot. For FIs, the challenge isn’t just being present on these platforms but crafting narratives that resonate in a world where scrolling is constant, and attention spans are fleeting.

Mobile devices are the primary gateway to content, particularly for younger and multicultural audiences. As over half of consumers consider smartphones their main screen, this shift amplifies the importance of agility in campaign delivery and personalization. At the same time, the rise of multitasking means brands must navigate a fragmented landscape, ensuring their messaging cuts through while consumers juggle activities like eating, commuting, and watching TV. The key question isn’t just how to reach them, but how to remain relevant amidst their divided focus.

Trust, however, is in short supply. Younger consumers turn to social platforms for news, even as misinformation proliferates, while older demographics cling to TV but question its objectivity. For brands, this raises fundamental questions about credibility. Can partnerships with trusted influencers or alignment with localized storytelling bridge this trust gap? As audiences grow more fragmented, marketers face the delicate task of finding the right balance between engagement and authenticity in a landscape rife with skepticism.

AI is everywhere—hailed as the cure-all for modern business woes. But when it comes to digital advertising and social media trends, one truth stands out loud and clear: personalization is no longer a luxury—it’s a necessity.

Two new consumer research reports reveal that in 2025, the key to impactful advertising lies in moving from "spammy" to "spot-on," and AI is the engine to make it happen. It simplifies the complex, delivering relevance at scale. Brands that fail to embrace this shift risk not just falling behind—they risk becoming obsolete.

Today at a Glance:

Happy Thanksgiving and Happy Holidays! This season, I’m reminded that true wealth lies in accomplishments and the connections we build—family, friends, and the community of readers like you who make this newsletter meaningful.

Just as I reflected on resilience and growth during the Philadelphia Marathon this Sunday, I’m grateful for the support and inspiration from all of you. From my family to yours, wishing you a joyful holiday season filled with health, happiness, and success.

Today at a Glance:

Private banking and wealth management have taken center stage for banks, with high-net-worth clients driving growth and innovation. At the same time, credit card issuers are increasingly focused on the super-prime segment, with a surge in products tailored to affluent consumers compared to pre-pandemic levels. This shift underscores a clear trend: banks are doubling down on the wealthiest segments, recognizing the outsized opportunity they present in a competitive market.

The financial services industry continues to revolutionize access to financial tools and opportunities for millions of underserved consumers. Innovative products like buy now, pay later services, interest-free cash advances, and secured credit cards are breaking down barriers for long-overlooked consumers. Digital platforms and AI-driven solutions enable more personalized, accessible, and educational financial experiences.

Lenders are not just offering products; they provide pathways to financial literacy, homeownership, and credit building that were once out of reach for many. This shift towards inclusive finance is both a social and strategic necessity.

By empowering individuals to achieve their financial goals, financial services companies foster long-term relationships built on trust and mutual growth. The current "higher for longer" interest rate environment and elevated essential costs amplify the need for these innovative financial solutions.

As the industry adapts to meet these evolving needs, it's clear that the future of finance lies in transformative experiences that benefit both consumers and institutions alike.

Today, I want to highlight a podcast and two reports that help you get a read on how the industry is currently tackling some of these challenges. My goal is to leave you with a bit more knowledge about your competitors and spark an idea or two.

Today at a Glance:

Last week was nothing short of historic, with seismic shifts in both the political and economic landscapes of the United States. The nation held its breath as the 2024 Presidential Election unfolded, delivering a comeback for Donald Trump, while the Federal Reserve made waves with another interest rate cut, signaling a continued shift in monetary policy.

- 2024 Affiliate Marketing Trends in Financial Services

- Marathon Momentum

- GenAI Assistant for Onboarding

- Unlikely Allies

- Pulse of the Week

- Lightbulb Moments | Amex Hypercard

No Debt About It: Managing the Debt Surge with Compassion

No Debt About It: With non-housing debt at $4.9tn and credit card delinquency rates rising, the Federal Reserve's interest rate cut will encourage spending, prompting financial institutions to offer innovative solutions like cash-back debit cards and enhanced debt management to prevent consumer overextension.

Questions to Ponder:

• Should banks focus more on empathy-driven marketing to remove the stigma around debt?

• How can banks integrate mental health messaging into their financial wellness initiatives without being performative?

• Are there unexplored ways to align loan products with consumers’ financial goals, beyond the typical interest-free offers?

Amex: Youthful: Laser focused on growth among Millennials and Gen Zs

BofA: Expansive: Mega growth, yet Average Line FICO 778 (better than prior quarter and YAG)

Chase: Dominant: 2.5 Million new CC accounts booked. 82 million existing customers.

Citi: Transformative: As Citi exits global markets, it's focus on the markets it operates in is higher.

Discover: Changing: The new merged entity (DiscoOne, anyone?) will likely look bigger and bolder.

PNC: Resilient: Diverse revenue streams offering the ability to navigate economic headwinds from a position of strength

US Bank: Disciplined: Balance sheet optimization and strategic focus on profitability and long-term stability

Wells Fargo: Adaptive: Embracing digital growth, Wells is optimizing its branch network to meet evolving consumer preferences