Mastercard’s push to capture the loyalty of younger consumers has taken a major step forward with the launch of the Mclaren Racing Mastercard Pass with First Abu Dhabi Bank (FAB), bringing fans’ passion for the sport to life with ongoing benefits and new ways to unlock more benefits with their everyday spend. Speaking with Arabian Business, Bunita Sawhney, Mastercard’s Chief Consumer Product Officer, explained why the region and particularly Gen Z, sits at the centre of the company’s strategy.
“Gen Z is a critical audience,” says Sawhney. “If we just look at the Middle East and Africa, 60% of consumers are under 30 years old.” Their spending influence is already enormous and will reach an estimated $12 trillion globally by 2030, she notes, making it vital that payment products reflect their expectations. “We have to make sure we understand their needs, meet them where they are, and capture their hearts and their minds.”
For Mastercard, that means leaning heavily into experiences – an area where the new McLaren Racing Mastercard Pass shines. Sawhney says Gen Z consumers consistently tell the company that emotional connection and fandom shape their decision-making. “They absolutely prefer experiences,” she says. “They live through their passions. Being able to connect a consumer with both the functional benefit they need and something that draws out their emotion – that’s a very powerful way to serve them.”
Digital natives demand choice and control
Sawhney adds that Gen Z’s digital-first instincts set them apart from previous generations. “These are digitally native consumers. They have a higher expectation in terms of digital experiences,” she says. That expectation applies not just to banks, but to every digital product they use – from retail to marketplaces to entertainment platforms.
Mastercard’s response includes its Digital First initiative, redesigning the full user journey from onboarding to mobile wallet integration. “Gen Z consumers tell us very specifically that they want choice, they need transparency, they need convenience, and they really do need control,” says Sawhney. “Particularly when you think about your debit card – it’s my money, I really need to feel like I’m in control of it.”
This thinking led to the launch of Mastercard One Credential, which allows a user to set preferences for different types of purchases, such as debit for smaller transactions or credit for larger ones and then pay with a single click while the system automatically follows their pre-set rules. “Instead of pulling out multiple cards, I can set my preferences online and my choices are honoured along the way,” she explains.
Personalisation becomes multi-layered
A major part of appealing to younger consumers is giving them space to express their identity. “We can offer personalisation now in so many ways, but it has to add value,” says Sawhney. Mastercard already offers products such as True Name and Touch Card, but the new Mastercard Access Pass expands that approach. Launching first with the McLaren Formula 1 Team and First Abu Dhabi Bank, Mastercard Access Pass connects consumers with the brands they love. Mastercard plans to roll out additional regions, partners and benefits in the future.“With a Mastercard Access Pass, you can choose your card design. In this instance, you might choose a McLaren car or one of the drivers. And you can personalise which benefits you prefer, or even which channels you use to connect with us,” she says.
AI’s growing role in financial habits
AI is increasingly shaping personalised recommendations and financial decision-making. “AI helps us anticipate your needs and provide helpful nudges,” explains Sawhney. Based on a consumer’s preferences and feedback, for example, intelligent agents can make a purchase and recommend the best way to pay, such as using Mastercard Installments.
The company has also introduced agentic AI tools as part of its “agentic commerce” vision. “We want to create trust and transparency for all partners in the ecosystem,” she says, explaining that certified AI agents may eventually make purchases on a consumer’s behalf based on predefined instructions.
A global ecosystem of experiences
This year, Mastercard launched The Mastercard Collection, a global suite of travel, dining and entertainment benefits tailored to affluent and Gen Z consumers alike. “Experiences are critical, and they want them in a digitally native way,” says Sawhney. She highlights that The Collection allows consumers to access benefits seamlessly across markets. “I can access concerts through Live Nation here in Abu Dhabi, and I can also think about my next trip to London with pre-sale access there as well – all connected.”
One of Mastercard’s proudest milestones is its decade-long effort to bring underserved populations into the financial system. “We made a commitment to bring a billion consumers into the financial system together with our partners,” shares Sawhney. But challenges remain: 2 billion people globally are still unbanked or underserved.
Access alone is not enough, she adds. “We need to ensure consumers have acceptance in the community, so they don’t just withdraw all their money because they don’t have a place to pay.” Mastercard’s work includes expanding acceptance infrastructure, partnering with small businesses, and launching the Global Financial Health Coalition to drive financial literacy.
Studies show that small digital behaviours can transform user confidence. “We found that providing a contactless solution helped consumers get ready for daily habitual use,” she says of a three-year study with Brazil’s NuBank. Using tap-and-go for public transit, for example, builds trust quickly.
Across the Middle East and Africa, the company continues to push inclusion through products like Mastercard Essential, designed with built-in consumer protection. “Every single product we offer – from financial inclusion to affluent, is built with the safety and security features that every consumer needs,” says Sawhney. “If something goes wrong, they have a remedy.”
As Mastercard deepens its partnerships in the region and rolls out new products such as the McLaren Racing Mastercard Pass- Sawhney says the mission is clear: listen to consumers, adapt quickly, and build trust through transparency and meaningful experiences.
“I’m proud to be part of a company that cares deeply about doing well and doing good,” says Sawhney. “And we’ll keep building solutions that truly meet people where they are.”
