SUMMARY
We set out to answer one question: how can Fidelity build trust with Gen Z in a space where attention is scarce? Our solution—the Fidelity Café—is a modular campus pop-up paired with a 6-week Student Investing Challenge. We created a full-circle experience that blends social content, real-life connection, and long-term engagement. We discovered that when financial education is made fun, social, and accessible, students don’t just participate—they stay. This matters because the next generation of investors is ready. Fidelity just needs to meet them where they are.
challenge
We identified a major gap: Gen Z doesn’t trust traditional financial institutions—they trust experiences and social media. Research showed that experiential marketing is not only growing but highly profitable. By leading with engagement and delivering education naturally, Fidelity can lower acquisition costs, build early loyalty, and tap into a proven strategy that meets students where they are—and where they’re already paying attention.
Outcome
The project became the Fidelity Café: a modular pop-up paired with the 6-week Student Investing Challenge. It blends real-world connection, social media content, and long-term digital engagement. This directly addresses Gen Z’s desire for authentic, approachable experiences while helping Fidelity lower acquisition costs and build early brand trust. By making financial education social, fun, and accessible, Fidelity can close the trust gap and stay competitive in a fast-changing market.
MEET THE Designers:
Gabriella Rodgers
Jennifer Wang
Yifan (Steve) Shi