Does Gen Z use cash?
A 2023 study by HarrisPoll on behalf of CreditKarma found that 69 percent of Gen Zers in the U.S. and U.K. were using cash more than they did in 2022. Nearly a quarter, 23 percent, of those in the age bracket are using cash for the majority of their purchases.
Gen Z shoppers are using cash for more purchases this year than any other generation. More than half say it's to save money. Gen Z (people born between 1997 and 2012) is turning to an old-school trick to save money – carrying cash.
Additionally, 53% of Gen Zers say higher costs are a barrier to their financial success, a separate survey from Bank of America found. And 73% of Gen Z respondents said today's economy makes them hesitant to set up long-term financial goals, according to a recent Prosperity Index study by Intuit.
The low proficiency in financial literacy among Gen Z, as evidenced by only 24% of respondents being able to answer basic financial questions correctly in the FINRA survey, points to an urgent need for comprehensive financial education efforts aimed at young people.
Key Takeaways
Just 30% of Gen Zers, 20% of Gen Xers and 9% of Baby Boomers reported the same. Gen Z primarily uses credit cards to build their credit scores (44%), while Millennials, Gen X and Baby Boomers are most likely to use credit cards to earn rewards.
Generation Z
Gen Zers (born 1997-2012) represent the most significant generation in the United States with over 86 million. A substantial portion of consumers born in this generation prefer to use cash in person – 37% – according to Logica Research.
As a result, Gen Zers' use of cash has increased since 2022. Though they crave a more tangible way of getting their financial lives on track, they haven't gone full analog. Some major TikTok influencers have helped the cash-stuffing trend take off.
The study's Gen Z respondents reported an obsession with being rich at 44 percent, while millennials were just a tad more likely to be obsessed at 46 percent. This is compared to just 27 percent of the larger American population obsessed with being rich.
Gen Z spend most of their money on household bills expenses, with 52.3% saying they spent the most money on these costs. The estimated average amount Gen Z spends on socializing is $166.75 per month, totaling $2,000 a year.
One of the biggest financial concerns for Gen Z is their lack of emergency savings. The ability to save has been greatly impacted by the high cost of living and going to college, paired with the fact many Gen Zers are working at entry-level jobs. The effects of these financial concerns seep into Gen Z's wellbeing, too.
Why is Gen Z struggling financially?
More than half, or 53%, of Gen Zers say higher costs are a barrier to their financial success, according to a separate survey from Bank of America. In addition to soaring food and housing expenses, millennials and Gen Z face other financial challenges their parents did not as young adults.
As societal trends continue to evolve, the narrative surrounding generational intelligence unfolds with fresh perspectives. A growing discourse suggests that Generation Z (Gen Z) is endowed with higher cognitive abilities compared to their predecessors, the Millennials.
A survey conducted by the Survey Center on American Life found that only 56 percent of Gen Z adults—and 54 percent of Gen Z men—said they were involved in a romantic relationship at any point during their teenage years.
Grocery Retailers That Rank Among Gen Z – Walmart Is No. 1 - CivicScience.
Gen Z's Philanthropic Potential
The good news, however, is that this limitation doesn't deter them from contributing to causes they care about however they can. “[I]n 2022, Gen Z adults made an average of 5.3 donations — notably more than the 4.8 made by millennials and 4.7 made by Generation X.”
Nearly 20% of Gen Zers say cash forces them to be more thoughtful about spending, the survey said. Of the Gen Zers who pay with greenbacks, 64% said they spent less – an indication that cash is a great budgeting tool "especially if you're someone who tends to overspend when swiping using debit or credit,” Alev said.
Cash stuffing involves putting money in envelopes earmarked for various spending categories — like rent, groceries, entertainment and gas. Once you use up all the money in a given envelope, you aren't allowed to spend any more in that category until the following month.
When it comes to budgeting, yes. A study by the British Retail Consortium (BRC) has some in the FinTech space a flutter due to a surprising find: Cash usage grew for the first time in a decade, rising to 19% of all transactions (from 15% in 2021).
Millennials (respondents aged 18-35) were also 41 percent more likely than any other generation to deem paying for something by cash as 'inconvenient', and the least likely to describe having cash as 'very necessary'. They were also the most likely to feel they would spend cash if they had it on them.
But rising interest rates, inflation, and the return of federal student loan payments are also to blame. Inflation has hit many households hard, with some of the robust consumer spending being propped up by credit cards.
What Gen Z cares most about?
Gen Zers are known for their social responsibility, dedication to social and political issues, and their demand for authenticity when it comes to brands and advertising. 53% of US Gen Zers want brands they shop at to support mental health, more than any other cause, according to a survey from ICSC and Big Village.
Baby Boomers 1946 - 1964
They tend to be ambitious and work-centric. They are motivated by monetary rewards, retirement plans and peer recognition, which means giving weekly feedback and quarterly recognition of achievements goes along way toward making them feel valued on the team.
Gen Z spending habits show they care the most about fashion, makeup and beauty products, technology, and their pets. This is perhaps due to their young age and few major bills.
Attracting Gen Z requires more than money
But this generation of workers has unique needs and motivators, including: An expectation to work with consumer-grade technology: Gen Z, also known as the gamer generation, has high expectations for a strong digital work experience.
Groceries ranked highest for millennials and Gen Zers - higher than restaurants, bars, travel, beauty and personal care, apparel and fitness. The trend was discussed on Stuff's Newsable podcast and listeners were asked what they splurge on most.
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