According to BlackRock CEO Larry Fink, the biggest barrier keeping young people from investing is not ignorance or laziness: it’s fear.
“No one lets their money sit in a stock or bond for 30 or 40 years if they’re afraid the future is going to be worse than the present,” he wrote. Fink worries that as younger Americans become less optimistic about the future, investment will suffer and so will the country.
So, what gives Gen Z hope? It’s the companies we believe in.
I’m a Gen Z PR student interning at PondelWilkinson. My generation views public companies very differently from those before us. We understand that our purchasing power can influence corporate behavior, so we evaluate companies on more than just financial performance. In a world where social media makes corporate actions more visible than ever, a company’s brand extends well beyond quarterly earnings. And we’re paying attention.
In 2025, 21% of Gen Zers invested in the stock market, a figure that has been rising year over year. At the same time, Gen Z and Millennials together are beginning to receive a wealth transfer worth tens of trillions of dollars. For public companies, and the IR and PR professionals who advise them, this is not a faraway issue. This shift is already happening.
Public companies will need to recognize that attracting Gen Z investors requires more than delivering strong financial results. Consider the following:
Ethics matter as much as earnings.
Financial performance will always be fundamental to investing. But for many of us in Gen Z, it’s no longer the only consideration. We are more likely to support companies that demonstrate ethical labor practices, environmental responsibility, and values that align with our own vision for the world. According to a 2025 Morgan Stanley survey, 99% of Gen Z investors expressed interest in sustainable investing, and 70% prioritize buying from socially responsible companies. A strong balance sheet matters but does not automatically cancel out concerns about how a company operates.
Words are not enough.
Purpose has become a common part of corporate messaging, but statements alone do not earn our trust. According to Nasdaq, 40% of Gen Zers say their investment decisions are driven by companies with a purpose, but that purpose needs to show up in real action that will benefit future generations. That same Morgan Stanley survey found that greenwashing concerns were a top barrier to sustainable investing among younger investors, followed by a lack of transparency and trust in reported data. We put effort into spotting the gap between what a company says and what it actually does.
Authenticity builds trust.
We also pay attention to the people behind a company. Through earnings calls, interviews, LinkedIn, podcasts, and social media, the C-suite is more accessible than ever before. When leaders communicate openly, acknowledge challenges, and remain visible during both good and bad periods, these actions build credibility. We want to see leaders as people, not just corporate figures, because we are not only investing in the company’s financial performance but also in the people responsible for its future.
Consistency matters.
Reputation is built over time through consistent actions and transparent communication. My generation follows companies across social media, traditional news, and financial media, creating a more complete picture of organizations. Consistency between what a company says and does over time strengthens its reputation.
Fink is right that fear is a big obstacle to investing. However, my generation is paying attention, asking questions, and ready to invest in companies that earn our confidence. As our financial influence grows, investor relations will not just be about communicating earnings results but about building relationships with a generation that holds companies to a higher standard. The companies that earn our trust today will be the ones we choose to invest in for decades to come.
Kaylee Grosser, kgrosser@pondel.com
