New Consumer Research Reveals How Expectations of Premium Bank Cards Are Changing
High-value consumers want premium card products that also reflect purpose.
Request Copecto’s new consumer research exploring how sustainability, premium experiences, and physical payment products are shaping customer expectations within banking.
In the report, over 1,000 UK consumers reveal their payment card preferences and how banks can emotionally connect with high-value customers.
• Consumer willingness to switch banks or upgrade accounts.
• Analysis of sustainability expectations within financial services.
• Commercial implications for banks targeting affluent consumers.
The research was conducted by Juniper Research in February 2026 to explore how these shifting expectations are redefining banking products and why growing demand for wooden signals a move toward more sustainable, identity-driven, and premium customer experiences.
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Most banks have a strong commercial drive to grow market share – especially of high-value customers. But there has been little research into how banks can really connect and excite today’s consumers through card-based accounts.
Metal has remained the default material of premium card offerings for many years. But recent innovations in card body materials have presented new ways for banks to develop stronger emotional and sensory connections with consumers.
67% of consumers surveyed agreed or strongly agreed that it is important that the products they use represent their values.
The environment and sustainability are real concerns for consumers and stir strong emotions. 70% of all those surveyed either agreed or strongly agreed with the statement ‘I care about the environment.’
A key finding was that 68% of all those consumers surveyed expressed an interest in using a payment card made of wood.
Banks themselves are also facing scrutiny over sustainability, with 63% of consumers stating that banks should do more to make their products and services sustainable. The attraction to wooden cards is strongest among affluent and university-educated consumers – the exact demographic targeted by premium banking propositions.
Interest in wooden cards grew from 68% of all consumers to between 72% and 76% across several higher-earning demographic groups. Among consumers earning over £150,000, 43% ranked wood as their preferred card material after learning more about wooden cards.
Predictably, the vast majority (71%) of respondents said wood was a better material in terms of environmental sustainability.
Today, most consumers (56%) do not know it is possible for payment cards to be made of materials other than plastic, while approximately 78% are effectively unaware that wooden cards even exist.
When respondents were first asked about the appeal of wooden cards, only 13% answered positively. But after they were informed that wooden cards have the same lifespan as traditional plastic cards, wood became the most preferred material overall (34%).
The findings suggest that demand for wooden cards is currently limited more by awareness than by consumer interest.
Wooden cards represent not only an opportunity for banks to align their brands with real consumer concerns, but there is also a strong commercial imperative.
Nearly half (48%) said they would be likely to upgrade to a premium bank account if it included a wooden card, while 50% stated they would consider switching banks to obtain one.
Taken together, the findings indicate that wooden payment cards are more than a sustainable alternative. They offer banks a commercially viable, premium proposition capable of differentiating accounts, strengthening brand perception, attracting affluent customers, and driving both acquisition and upgrade opportunities.
Research methodology
The report is based on original consumer research commissioned by Copecto and conducted by Juniper Research in February 2026.
The study surveyed 1,012 UK consumers to explore attitudes towards payment card materials, sustainability, premium banking products, and emerging alternatives to traditional plastic and metal cards.
The research sample included:
Consumers aged between 18 and 60, enabling analysis across a broad range of payment behaviours, banking preferences, and sustainability attitudes.
Household income bands ranging from under £12,500 to over £150,000 per year, enabling comparison between mass-market and affluent consumer segments typically targeted by premium banking propositions.
Educational backgrounds ranged from secondary-level education through to undergraduate, postgraduate, and doctoral qualifications.
Respondents were asked about their current payment habits, awareness of alternative card materials, perceptions of wood, metal, and plastic as premium materials, and their willingness to upgrade accounts or switch banks for more sustainable or differentiated card propositions.
Frequently Asked Questions
Why are consumers interested in wooden payment cards?
Consumers are interested in wooden payment cards because they associate wood with sustainability, authenticity, craftsmanship, exclusivity, and premium quality.
The research also suggests consumers are looking for products that visibly reflect their values and identity. For many consumers, wooden cards represent a more tangible and emotionally engaging alternative to traditional materials.
Are physical payment cards still relevant?
Yes. The research suggests physical payment cards remain highly relevant despite continued growth in digital payments.
Physical cards remain one of banking’s most visible customer touchpoints, with many consumers continuing to value the emotional, sensory, and symbolic aspects of physical payment experiences.
Would customers switch banks for a wooden card?
Research findings suggest many consumers would consider it.
50% of consumers surveyed said they would consider switching banks to obtain a wooden payment card, with willingness increasing further among affluent consumer groups.
Why does sustainability matter in premium banking?
Sustainability influences how consumers evaluate products, brands, and premium experiences.
Consumers increasingly expect banking products to represent more than functionality alone, with values alignment, authenticity, environmental considerations, and emotional considerations, and emotional connection becoming more influential in decision-making.
Thank you for reaching out.
We have received your message and will send you the report as soon as possible. We appreciate your patience and understanding.
In the meantime, would you be interested in learning more about Copecto?
