Visa repositions brand offering

At the Visa Payments Forum, the digital payments provider outlined its “small steps” strategy to target the younger generation.

Frank Cooper, chief marketing officer at Visa, said Gen Z are uniquely redefining world of commerce as they seek “joy” in processes, as opposed to outcomes.

“As a company, this gives us a unique opportunity to meet these young consumers in their context, share their values, and enable their journey through the power of small steps designed to help them get better every day,” Cooper said on LinkedIn.

At the conference, Visa unveiled a series of new digital product developments, including the launch of Visa Flexible Credential, in an effort to meet evolving consumer demands.

“As a world leader in digital payments, we need to work with business leaders, athletes, artists, musicians, and creators that are not just good at their craft but align with our values. People that believe in helping others," he said.

The organisation will look beyond what the partners do "on the field, court, boardroom, or stage" and look to their values and actions outside of their core discipline.

Over the coming years, Visa will work to expand “the universe of what is possible” by continuing its efforts to expand digital infrastructure in sub-Saharan Africa, help creators, and build financial literacy, Cooper said.