Banking app startup Step has enlisted the help of Gen-Z-beloved influencers, like Charli D’Amelio, to promote the new age of digital banking. Because the youngest generation is on track to become the biggest group of consumers in the US in the 2020s, brands are utilizing the most-visited platforms and sites to interact with these consumers. If more Gen-Zers have their own means to pay for goods, they will inspire their peers to actively engage in the economy as well. While some members of Gen-Z are too young to open accounts and purchase goods on their own, parent networking also plays a role in the enabling of this spending. 

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