Credit card spending is on the rise, but consumers are still being cautious, opening and carrying fewer cards, particularly millennials.

With card issuers eager for new customers, experts say expect a change in the way they woo.

“I think you’re going to see rewards programs that aren’t necessarily built around rewarding people for purchasing. They might have a financial literacy component attached to them, or they might reward people for good payment behavior,” says Jeanine Skowronski, a credit card analyst for “So I think you’re going to see a little bit of a re-brand with the credit card where they’re like, ‘It’s not a debt instrument. It’s a way to transact.'”

In fact, we are seeing that now with the newest card offered by Citi.

“We did a lot of research,” says Chris Fred, head of rewards product management at Citi Cards. “We actually sat in consumers’ homes with dogs jumping around and really got into their relationship with money and their expectations of credit card companies.”

Fred says the research taught them a few things.

“That consumers are looking for control, they’re looking to be less anxious about their debt and they want to be treated fairly, and what they really want is to be recognized for keeping their finances intact,” he says.

The result is the CitiĀ® Double Cash Card, which doles out rewards not once, but twice. It starts with 1 percent on all your purchases.

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