From side hustles to swipes: H&R Block’s strategy to engage with Gen Z

When you think of tax season, gaming or dating probably don’t come to mind. But for H&R Block, flipping that narrative is part of a larger strategy to meet the next generation of taxpayers exactly where they are—whether it’s in a virtual mansion on Roblox or swiping right on Tinder.

Jill Cress, chief marketing and experience officer at H&R Block, shared how the brand is rethinking tax marketing and why leaning into entertainment and culture may be the key to engaging with Gen Z consumers.

Meeting Gen Z in the metaverse: Ahead of tax season, H&R Block partnered with Roblox to bring an immersive, tax-themed experience to the gaming platform.

• The campaign features immersive, branded experiences within Mega Mansion Tycoon and Club Roblox, allowing users to unlock exclusive avatar items and interact with Max, the brand’s friendly “Taxcot.”
• Though the partnership may seem like an odd match, the inspiration was grounded in real consumer behavior.
• “We know that many Gen Z adults are shifting the traditional modes of generating income—like having a side hustle, freelancing, or being an influencer,” said Cress. “This makes it even more important for them to understand how to file taxes and get the support they need.”

This is H&R Block’s second major gaming activation, following a successful foray into Minecraft in 2024.

“Max serves as a friendly and approachable guide within the Roblox world, making tax concepts more relatable and less intimidating for players,” said Cress. “By incorporating Max into the gameplay, we can organically deliver educational content in a fun, memorable way that breaks down complex topics while not taking away from the gaming experience.”

Swiping right on financial responsibility: For Singles Awareness Day, which takes place February 15, the day after Valentine’s Day, H&R Block teamed up with Tinder for a campaign giving single people a chance to win $1,777—the average refund of single filers in 2022.

• This partnership taps into the growing intersection of romance and personal finance.
• “Financial stability” was a top trait users wanted to see in their partners and “finance” became the second most popular Tinder bio mention last year, growing 82% YoY, according to data from Tinder and OnePoll.

The “Claiming Single Sweeps” became Tinder’s best-performing co-branded sweepstakes to date.

• On TikTok and Instagram, campaign content gained over 1.7 million views—62% above Tinder’s three-month average—and earned coverage from major media outlets.
• “We’re investing in creative ways to target Gen Zers and millennials—those who are just starting their careers, building their financial futures, and, of course, exploring the world of dating,” said Cress. “Tinder’s platform allows us to reach them in a relevant and engaging way, speaking their language and meeting them where they already are.”

Bringing back "Responsibility Island:" H&R Block’s biggest surprise hit from 2024 was “Responsibility Island,” a reality-style content series on YouTube designed to make “adulting” more entertaining, even when it comes to filing taxes.

Due to the series’ success, H&R Block brought the cast back for a reunion episode.

“Last year, ‘Responsibility Island’ delivered a 31% increase in brand awareness and a 15-point lift in brand consideration among Gen Zers,” said Cress. “The reunion allowed us to reinforce that managing your finances, just like adulting, is an ongoing journey, not a one-time event.”

• To promote the new episode, H&R Block focused on Gen Z’s favorite channels, including YouTube, Tinder, and TikTok.
• H&R Block also promoted the reunion via Tinder, which outperformed benchmarks by 98%, said Cress.

This was originally featured in the EMARKETER Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.