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Gen Z & Finance [US infographic]

Gen Z is the first generation to be this financially literate at a very young age. But how do they educate themselves on financial planning? What investment products do they (wish to) invest in? And what is their take on debts?

This infographic – based on proprietary quantitative research amongst 1,072 consumers (Gen Z, Gen Y, Gen X, baby boomers) in the US – visualizes how Gen Z takes on finance, how they deal with financial planning, and what this means for brands.
Gen Z x Finance Infographic

Infographic summary

53% of Gen Z in the US states their interest in financial planning and/or investing has increased in the last two years. Rather than following expensive business courses, they self-educate online. 34% of Gen Z does this by following influencers on social media, aka ‘fin-fluencers’. Next to saving (62%), Gen Z is eager to invest (72%), with stocks (29%) and education funds (22%) taking up the biggest share in their investment portfolio. Yet this generation goes beyond traditional investment products and sees a lot of potential in art (19%) and cryptocurrencies (18%). 13% also indicates investing in expensive luxury fashion and exclusive streetwear. Growing up against the backdrop of the financial recession, this generation is debt-averse, with 43% avoiding buying on credit.

So, what does this mean for brands? Gen Z expects accessible and actionable financial advice, supporting them with building financial resilience.

Want to explore how your brand can connect with this woke consumer? Discover what our Gen Z research toolbox and expert power can do for your brand!

Ready for the Zoomers - Gen Z report

Ready for the Zoomers?

Gen Z are the digitally native generation: social-media-literate, always-on and hyper-informed. With many Gen Zers coming of age during the pandemic, the past two years put a mark on their lives and outlook on the future. In this report, we shed a light on what makes Gen Z different from the generations before them and what they expect from brands.

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