The State of Gen Z Financial Health (2024)

Gen Zers Are in Denial About Their Finances—But Banks Can Help

Report by Maria Elm|Feb 14, 2024

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Table of Contents

Executive Summary

Gen Zers aren’t facing financial reality—but banks can help

Gen Zers are spending away their existential blues

Gen Zers want knowledge and tools to improve their financial security

How can banks tailor their financial education strategies for Gen Z?

Sources

Media Gallery

About This Report

Gen Zers’ financial aspirations and spending habits aren’t in line with their economic reality. Banks can help them manage their expectations and plan for the future with engaging financial education—boosting Gen Zers’ customer lifetime value in the process.

Topics

Banking

Financial Services

United States

Table of Contents

Executive Summary

Gen Zers aren’t facing financial reality—but banks can help

Gen Zers are spending away their existential blues

Gen Zers want knowledge and tools to improve their financial security

How can banks tailor their financial education strategies for Gen Z?

Sources

Media Gallery

Gen Zers are banks’ biggest addressable audience, but they’re ill-equipped to grow their wealth over the long term. That could threaten banks’ bottom lines—but providing engaging financial education for Gen Zers could help turn the tide.

Key Question: How can banks ensure their educational content is reaching Gen Zers?

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Key Stat: Less than 40% of Gen Zers feel able to save for the long term, per our September 2023 survey. Financial education from banks could help alleviate stressors, building loyalty and ultimately increasing Gen Zers’ customer lifetime value.

Table of Contents

  1. Executive Summary
  2. Gen Zers aren’t facing financial reality—but banks can help
  3. Gen Zers are spending away their existential blues
  1. Gen Zers want knowledge and tools to improve their financial security
  2. How can banks tailor their financial education strategies for Gen Z?
  3. Sources
  1. Media Gallery

Charts in This Report

Expenditure Categories That US Gen Z Mobile Banking Users Are Able to Comfortably Cover/Save for Given Their Current Financial Situation, Sep 2023 (% of respondents)Financial Attitudes of US Gen Z vs. Millennials, April 2023 (% of respondents)

US Gen Z Adults' Functional Financial Knowledge Across Key Categories, Jan 2023 (% of questions answered correctly )US Active Investors' Level of Trust in Sources of Financial Advice/Information, Gen Z vs. Total, May 2023 (% of respondents rating the source as "very" or "extremely" trustworthy)

Financial Experiences Among US Gen Z Adults vs. Total Adults, Aug 2023 (% of respondents)Types of Banking-Related Information That US Gen Z vs. Total Banking Consumers Have Looked Up on Social Media, Oct 2023 (% of respondents)

Mobile App Digital Money Management Features That US Gen Z vs. Total Mobile Banking Users Consider Extremely Valuable, Sep 2023 (% of respondents)Mobile Banking App Features That Would Be Considered Valuable if Accessible via Their Banking App According to Gen Z vs. Total US Mobile Banking Users, Sep 2023 (% of respondents)

Social Media Activities of US Gen Z Social Media Users, July 2023 (% of respondents)

Expenditure Categories That US Gen Z Mobile Banking Users Are Able to Comfortably Cover/Save for Given Their Current Financial Situation, Sep 2023 (% of respondents)

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Expenditure Categories That US Gen Z Mobile Banking Users Are Able to Comfortably Cover/Save for Given Their Current Financial Situation, Sep 2023 (% of respondents)

Download

Financial Attitudes of US Gen Z vs. Millennials, April 2023 (% of respondents)

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US Gen Z Adults' Functional Financial Knowledge Across Key Categories, Jan 2023 (% of questions answered correctly )

Download

US Active Investors' Level of Trust in Sources of Financial Advice/Information, Gen Z vs. Total, May 2023 (% of respondents rating the source as "very" or "extremely" trustworthy)

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Financial Experiences Among US Gen Z Adults vs. Total Adults, Aug 2023 (% of respondents)

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Types of Banking-Related Information That US Gen Z vs. Total Banking Consumers Have Looked Up on Social Media, Oct 2023 (% of respondents)

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Mobile App Digital Money Management Features That US Gen Z vs. Total Mobile Banking Users Consider Extremely Valuable, Sep 2023 (% of respondents)

Download

Mobile Banking App Features That Would Be Considered Valuable if Accessible via Their Banking App According to Gen Z vs. Total US Mobile Banking Users, Sep 2023 (% of respondents)

Download

Social Media Activities of US Gen Z Social Media Users, July 2023 (% of respondents)

Download

Expenditure Categories That US Gen Z Mobile Banking Users Are Able to Comfortably Cover/Save for Given Their Current Financial Situation, Sep 2023 (% of respondents)

Download

Financial Attitudes of US Gen Z vs. Millennials, April 2023 (% of respondents)

Download

US Gen Z Adults' Functional Financial Knowledge Across Key Categories, Jan 2023 (% of questions answered correctly )

Download

US Active Investors' Level of Trust in Sources of Financial Advice/Information, Gen Z vs. Total, May 2023 (% of respondents rating the source as "very" or "extremely" trustworthy)

Download

Financial Experiences Among US Gen Z Adults vs. Total Adults, Aug 2023 (% of respondents)

Download

Types of Banking-Related Information That US Gen Z vs. Total Banking Consumers Have Looked Up on Social Media, Oct 2023 (% of respondents)

Download

Mobile App Digital Money Management Features That US Gen Z vs. Total Mobile Banking Users Consider Extremely Valuable, Sep 2023 (% of respondents)

Download

Mobile Banking App Features That Would Be Considered Valuable if Accessible via Their Banking App According to Gen Z vs. Total US Mobile Banking Users, Sep 2023 (% of respondents)

Download

Social Media Activities of US Gen Z Social Media Users, July 2023 (% of respondents)

Download

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authors

Maria Elm

Contributors

Suzy Davidkhanian
Principal Analyst, Retail & Ecommerce
Tiffani Montez
Principal Analyst, Banking
Amy Rotondo
Director, US Research

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The State of Gen Z Financial Health (23)

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The State of Gen Z Financial Health (2024)

FAQs

The State of Gen Z Financial Health? ›

Over half (57%) of respondents do not have enough emergency savings to cover three months of expenses. Nearly one-third (30%) feel they don't make enough money to save. Only 15% of Gen Z put a set percentage of their paycheck into a savings account each month.

What is the financial attitude of Gen Z? ›

Gen Z is reshaping global financial attitudes with unique perspectives and innovative terminologies. In China, Gen Z balances indulgence with prudence, embracing both the "Dopamine Economy" for instant gratification and "Reverse Consumption" for mindful spending and saving habits.

Why can't Gen Z save money? ›

Nearly One-Third of Gen Z Reports Being Unable To Save

30% said that while they would like to save, they don't earn enough money to do so. Some are living paycheck to paycheck, with 24% of Gen Zers reporting that their income is usually only enough to cover necessities.

Is Gen Z financially independent? ›

A new report released last week by the Bank of America's Better Money Habits financial education team found that 46% of Gen Zers between the ages of 18 and 27 rely on financial assistance from their parents and family.

Where does Gen Z get their financial advice? ›

The top sources of financial advice for Gen Zers are relatives and friends, social media, and financial advisors.

What are the financial struggles of Gen Z? ›

Gen Z continue to struggle with building savings and contributing to their retirement. Over half (57%) of respondents do not have enough emergency savings to cover three months of expenses. Nearly one-third (30%) feel they don't make enough money to save.

What are the top 3 categories that Gen Z spends its money on? ›

Answer:
  • Electronics & Technology.
  • Health & Wellness.
  • Beauty & Personal Care.
Aug 11, 2024

What is the biggest problem for Gen Z? ›

Gen Z Struggles With Mental Health

Social media, which many Gen Zers have used for most of their teenage and adult life, exacerbates these issues — no other generation has had such immediate and unfiltered access to the news for most of their lives, which can lead to stress, anxiety, and other mental health issues.

How much will Gen Z need to retire comfortably? ›

Gen Z's outlook on retirement

Over a third (35 percent) say they'd need more than $1 million to retire comfortably – the highest percentage of any generation.

Why is Gen Z the hardest generation? ›

She says Gen Z faces more challenges in some ways than previous generations. “There's a growth in inequality in the transition to adulthood. There's a lot of changes in culture and norms, insecurity more generally, in terms of climate change and the war and school shootings and rapid inflation.

Which generation is the most financially stable? ›

Baby boomers have the most wealth among four recorded generations, but less wealth isn't necessarily an indication of financial problems. June 18, 2024, at 12:45 p.m. For current and future generations, it's crucial to start investing early and allocate as much as can be afforded.

Who does Gen Z trust the most? ›

TikTok is followed on the list of Gen Z's most trusted brand's relative to all U.S. adults by Snapchat, Spotify, Twitch, Discord, and Instagram.

What is the money mindset for Gen Z? ›

The wisdom for the next generation, especially Gen Z, revolves around embracing financial literacy early. Understanding budgeting, saving, investing, and the use of credit wisely can set a foundation for financial independence and security.

What generation is most in debt? ›

The Gen X debt situation

The cohort also has the largest share of people with debt, nearly 99% carry some type of balance, LendingTree found. Gen Xers led the way in three of the four categories analyzed. The group — between 44 and 59 years old — has the highest median credit card, auto loan and student loan balances.

Why is Gen Z giving up? ›

They struggle with comparing themselves to others on social media, they're regularly exposed to negative news, and they're living paycheck to paycheck. Even though Gen Z might think that the future will be a disaster, it is important to remember that everything gets better eventually.

How much debt is the average Gen Z in? ›

Among Gen Zers living in the 100 largest metropolitan areas, the median percentage with nonmortgage debt is just over 97 percent, the analysis found. And the median nonmortgage debt of those Gen Zers hovers at around $16,560.

How Gen Z and millennials differ financially? ›

“The reason that millennials don't save as much as Gen Z is likely because they have more financial responsibilities,” Adams said. “For instance, many are homeowners, have families and pay higher ongoing expenses, such as groceries, clothing, insurance and medical costs.”

What percent of Gen Z is financially literate? ›

Financial literacy is the ability to understand and use financial concepts, including topics like budgeting, saving, investing, and credit. According to a Financial Industry Regulatory Authority (FINRA) survey, only 24% of Gen Z respondents could correctly answer four out of five financial literacy questions.

Are Gen Z pragmatic and financially minded? ›

They are generally more pragmatic, with both complicated idealism and worries for the future. Gen Zers dream of personal career fulfillment but expect economic struggles. They have less positive life outlooks, with lower levels of emotional and social well-being than older generations.

What is a typical Gen Z attitude? ›

Gen Z is known for its entrepreneurial spirit and independence. Many in this generation have grown up in the gig economy, with side hustles or freelance work being common experiences. They value autonomy and often seek roles that allow them to take ownership of their work and make independent decisions.

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