Design para o bem-estar financeiro: estratégias para engajar a geração Z em práticas de consumo responsáveis

Abstract

This dissertation investigated how design for well-being can contribute to and support the improvement of financial education among Generation Z youth. The research adopted a qualitative exploratory approach, consisting of individual interviews with economically active students and a focus group with professionals in the field of design, aiming to develop design guidelines that promote more responsible financial practices. The analysis was structured around three main axes: participants’ financial profiles and habits; their experience with digital financial applications; and their perceptions of engagement and learning in financial education. The results revealed ambivalent behaviors toward money, marked by a desire for financial autonomy as well as impulsiveness and lack of planning. A low adherence to financial control tools and a strong preference for brief, visual, and gamified content were identified. Based on these findings, design recommendations were developed, focusing on simplicity, empathy, and the use of more playful strategies as a means to bring Generation Z closer to financial education. The study contributes to the field of strategic design by proposing solutions aligned with the emotional and technological needs of this generation, expanding opportunities for engagement in more conscious and responsible consumption practices.