Future Mindset Board

Young people make up nearly 30% of the population, yet their voices are rarely represented in leadership. Research revealed a strong desire among Gen Z audiences to participate, influence change, and gain real-world experience — not just be marketed to. This insight inspired Česká spořitelna to rethink its role: instead of speaking to young people from above, the bank could open its doors and give them real influence. By empowering young voices inside the organization itself, the brand could demonstrate authenticity while building stronger emotional relevance with future customers.

The bank launched the Future Mindset Board — a group of six young leaders embedded directly within Česká spořitelna. Rather than a symbolic initiative, the board actively participated in strategic discussions, influenced projects, and collaborated with internal teams and external experts. Recruitment focused on OOH, digital channels, and influencer partnerships, followed by continuous content featuring board members and their impact. The initiative transformed the brand from a traditional financial institution into a platform that gives young people visibility, influence, and a real seat at the table.