About 56% of Gen Z individuals hold some form of investment. As those currently aged between 18 and 26 enter the workforce and embraces financial independence, they face unique challenges against a backdrop of economic uncertainties. They grapple with soaring inflation, daunting college costs, and a fiercely competitive job market. These circumstances have fostered a heightened financial awareness among this demographic, leading to a proactive approach to saving and investing.
Unlike previous generations who may have delayed financial planning, Gen Z is determined to take control of their finances from the outset. A new report by FINRA and CFA Institute reveals that 82% of Gen Z investors started investing before age 21, and a remarkable 25% started investing even before turning 18.
This shift in attitude is partly attributed to their experiences growing up during the recession, which instilled in them a sense of caution and a desire to avoid the financial pitfalls their parents faced.
Generational Divide in Financial Guidance
According to a study by Northwestern Mutual, Gen Z and millennials prioritize family over social media influencers when it comes to financial advice. The 2023 Planning & Progress Study found that Gen Z is the most likely generation to consider “family members” as their most trusted source for financial guidance, followed by financial advisors. These sources were rated 15 to 20 percentage points higher than the often-popularized “FinTok” influencers on social media.
The study also found that millennials seek estate planning advice from their parents at a younger age than previous generations. Millennials are interested in discussing wills, life insurance, inheritance, and long-term care plans a full decade earlier than boomers.
This was echoed by a study from Morning Brew and Generation Lab, which indicates most Generation Z seek financial guidance from their parents or family members. Of the 978 individuals surveyed, 64% said they turn to their parents for financial counsel. That’s a significantly higher percentage than those who rely on banks, friends, entrepreneurs, or celebrities.
This preference for parental guidance suggests that Gen Z respects their family members’ financial experience and wisdom.
The findings also indicate that financial institutions and role models outside the family unit must engage with this generation effectively, or face missed opportunities to assist them with money management and financial planning.
Younger Generation Embraces Financial Discussions
A Wells Fargo Wealth & Investment Management study shows that 64% of Generation Z individuals rely on their parents for financial guidance. About 81% desire more structured family meetings to discuss financial matters, including inheritance planning.
This newfound openness is attributed to several factors, including:
Early financial education: “Meaningful wealth discussions between generations are now happening earlier in life and more frequently,” said Aditi Javeri Gokhale, chief strategy officer, president of retail investments, and head of institutional investments at Northwestern Mutual. Recognition of financial planning’s significance: 62% of Gen Zers prioritize wealth building as a significant life goal. They understand that proactive financial management can pave the way for achieving their long-term goals.Leveraging online resources and social media: The digital era has provided younger individuals with a wealth of online resources and social media platforms dedicated to financial education. These platforms offer accessible, relatable content, encouraging open dialogue and demystifying financial concepts.
Navigating Finances: Conversations that Matter
As young adults venture into the world of financial independence, open and honest conversations about money are essential for their well-being and financial success. Here’s a guide to navigating these crucial discussions effectively:
Set the stage for success: Choose a relaxed and distraction-free environment where both parties feel comfortable engaging in open dialogue.Embrace a supportive approach: Create a safe space where young adults feel empowered to ask questions and express concerns without fear of judgment. Encourage active listening and avoid lectures or forceful advice.Share personal experiences: Discuss your financial journey, highlighting successes and setbacks. This personal touch fosters empathy and helps them relate to the challenges of managing finances.Equip young adults with financial literacy: Provide them with the fundamentals of financial management, such as budgeting, saving, investing, and debt management. Offer resources and encourage them to seek expert advice if needed.Foster ongoing communication: Encourage open and ongoing conversations about saving money. Be approachable about questions and concerns as they arise.Respect individuality: Acknowledge that each individual has unique financial goals and aspirations. Tailor your advice to their specific needs and preferences.Emphasize financial responsibility: Emphasize the importance of financial responsibility, encouraging young adults to make informed decisions and avoid impulsive spending.
