18th September 2025 - 3 min read
Visa Malaysia’s latest Gen Z Decoded study highlights how 7.7 million Malaysians aged between 14 and 27 are reshaping financial habits, brand loyalty, and digital lifestyles. Representing 23% of the country’s population, this generation is emerging as both a cultural influence and an economic force.
Financial independence is a key priority, with 50% of respondents identifying it as a major life goal. 61% are already taking steps to achieve this through budgeting, freelancing, and side income. Savings for emergencies, major expenses, and even retirement are becoming common at an earlier age.
Many Gen Zs attribute their financial discipline to lessons learned at home, such as prioritising needs over wants. A large number also contribute to household needs, showing that family values remain central even as digital tools shape their money management.
More than 53% of Gen Zs prefer digital-first payment methods for daily transactions. E-wallets are widely used in-store, while debit cards remain essential for nearly 60% of this group. Interest in credit cards is rising, with 17% planning to apply in the coming year, largely due to security features, cashback, and rewards.
Visa has introduced features like Click to Pay and Payment Passkeys to align with these preferences, offering faster, password-free checkouts and safer authentication across devices.
Gen Zs are deeply engaged in digital culture. Platforms such as TikTok, YouTube, and Instagram dominate daily screen time, with nearly 48% making purchases directly from social media advertisements. Trust plays a significant role, as many say they value recommendations from influencers they follow.
Gaming and music are more than just pastimes. 61% identify as active gamers, and 56% are passionate about music. These activities provide both emotional relief and a sense of community. Seamless and secure payment solutions are central to supporting these experiences.
The study shows that Malaysian Gen Zs are pragmatic, intentional, and digitally savvy, yet remain closely tied to family traditions. Their influence is shaping how brands, banks, and policymakers approach financial products, digital tools, and cultural engagement.
These findings align closely with the upcoming RinggitPlus Malaysian Financial Literacy Survey (RMFLS) 2025, launching early next month. Since 2018, RMFLS has tracked how Malaysians save, spend, and invest. The 2024 survey revealed widespread adoption of e-wallets and digital banks, alongside persistent concerns about household savings.
RMFLS 2025 will provide a nationwide view of how Malaysians across all generations, including Gen Z, are navigating financial pressures and digital transformation. Together with insights from Visa’s study, this year’s RMFLS will help policymakers, financial institutions, and educators design initiatives that strengthen financial literacy and resilience for all Malaysians.
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Samuel writes about personal finance and financial news, focusing on how banking updates, policies, and promotions affect everyday money decisions. He enjoys making complicated financial topics easier to follow. Outside of writing, he spends his time watching TV shows and occasionally convincing himself he will only watch one episode.
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