Gen Z, Gen X, Millennials, Boomers — organizations today have to cater to a myriad of generations with different preferences and habits, particularly when it comes to technology and digital experiences. Digitally-native generations like Gen Z who grew up using the internet and mobile devices have more familiarity with technology, and will therefore have differing preferences than those that did not grow up with these innovations. Just think — does the average grandparent know how to log into their Netflix account on their TV with a QR code? What does this all mean for businesses today when it comes to digital identity? 

As leaders, taking these preferences into consideration is critical in order to best appeal to customers and ensure memorable digital experiences. A recent report surveyed consumers about digital experiences and their concerns about identity security. The findings from this can help leaders better understand today’s consumers to ensure solutions are tailored to their preferences.

Prioritizing personalization?

Personalization can often make or break a customer interaction. The more personalized the digital journey is, the more likely the user will have repeat interactions and higher brand loyalty. Today, younger generations are more likely to say that personalization is important. In fact, 47% of Gen Z and 40% of millennials say so. However, this is decreasing year-over-year: Gen Z decreased by 10% and millennials by 16% compared to data gathered in 2023. 

This decrease could possibly be attributed to consumers becoming more aware of the data that organizations are collecting on them. In turn for not sharing as much personal data, they are expecting — and preferring — less personalized experiences. To combat this, it’s important that organizations strike a balance between creating a personalized experience for consumers who want it without collecting too much personal data. A great way to achieve this balance is to provide opt-in options, enabling the customer to control what additional information they want to provide to build out their profile. This will appeal to all generations, not just ones that want more personalization. It's also a great practice to share why data is being collected so customers know the trade-off they are making when deciding whether or not to opt-in. 

Bring on the biometrics

It’s no surprise that digitally-native younger generations are more likely to want a quick and seamless biometrics login experience, given so much of their day-to-day relies on technology. Twenty-one percent of Gen Zers and 20% of Millennials say that if there was one thing they could change about the login process, they would want more biometric options such as face ID, fingerprint, or selfie verification. 

Ultimately, biometrics are a key option in delivering seamless and secure login options and therefore are a critical tool in the digital identity toolbelt. Traditional authentication, such as passwords, are a prime target for cyberattacks. What’s more, passwords are a huge cause of friction and frustration. When designing experiences for older generations, using biometric on their mobile devices can be an option or opt for a non-biometric option like magic links.  

Frets about fraud 

Financial fraud is a main concern across generations, however older generations seem to be more concerned about it. Fifty-five percent of Boomers and 57% of the Silent Generation list financial fraud as a top concern, while only 46% of Gen Z list it as one. On the other hand, younger generations are more concerned about personal data breaches. Gen Z has the most concern about this (35%) and the Silent Generation has the least concern (16%). Understanding what these generations are most concerned about when it comes to identity security means organizations can tailor security solutions to various customers. 

These generational differences are critical to keep in mind when designing customer experiences and login processes. When organizations need to cater to many of these generations, the problem is compounded, so flexibility in experiences is key to maintaining loyalty across generations. No matter which generation an organization are catering to, it’s important to understand that when it comes to identity security, a majority of consumers (89%) have concerns about AI. Not only that, but nearly all of consumers (97%) have concerns about their personal data being online. Organizations need to ensure that all login processes, no matter which generation is using them, are designed securely and with the user in mind.