PART III: Scenario:

Why Generation Y will force banks to change?

A Bank of America Merill Lynch study, released recently, predicts the new consumption habits of 18-34 year old. The banking sector would be the first to have to adapt.

Generation Y,a new challenge?That's what a Bank of America Merrill Lynch study released recently says.The U.S. bank looked at the challenges and opportunities of this new generation, which represents 2 billion people worldwide.The financial sector and especially banking will be at the forefront of the break-up.

The issue is the lack of trust in banking institutions.A third of 18-34 year old feel they do not need banks. In addition, they are three times more likely than baby boomers, born between 1946 and 1964, not to use,according to the study."As their transition to adulthood took place during the Great Recession, Generation Y members had the most difficult financial beginnings, with 71% of them feeling they faced more financial difficulties than their parents at the same age," the study says.

Generation Y will account for 75% of the labour force by 2025. The study estimates that 2 billion people worldwide belong to this generation. 86% of them live in emerging countries. In addition, 18-34 year olds are expected to benefit from a "major transfer" of baby boomers within 30 to 40 years. An estimated $40 trillion in the United States in the United States.

While the study argues that the banking sector will have to adapt, the process seems to have already been initiated.

Based on a real case or lived experience, through four examples of the influence of a socio-demographic factor on a business, explain four adjustments that will need to be made by banks to meet new customer trends.