1、01MARCH 2025US CONSUMER NAVIGATOR Whats In The Future For Gen Z?0202ABOUT THIS STUDYSurvey MethodologySurvey Methodology The survey was conducted by dentsu via Toluna,an online research panel.Administered on February 5,2025.N=1,433 US respondents Age:16+(born between 1997 and 2012)HHI:$35,000+for si

2、ngle income households,$60,000+for multi-income households,$75,000+parental income for those still supported by family Audience quotas to garner statistically significant samples of:Gender Geographic regions(West,South,Northeast,Midwest)Race and ethnicity 03CONTEXTRecent social,cultural and economic

3、 developments in the US seemed to indicate an unexpected mindset shift in young adults,forcing brands to question:how well do we understand this generation?While were not here to decode geo-political shifts,they serve as a compelling signal.Our goal is to better understand how Gen Z is thinking abou

4、t the future and where they go from here.As we investigated the existing abundance of research on this generation,one thing stood outbeneath the surface lies a fascinating tension:Gen Z maintains stubborn optimism about their futures despite increasingly challenging present circumstances.This resear

5、ch explores how theyre navigating this reality gapparticularly regarding personal financesand identifies opportunities for brands to meaningfully participate in their journey from now to then.04CONTENT1.Top Consumer Insights2.Finances Color Gen Zs Worldview3.Planning For the Future Amid Uncertainty4

6、.Creative Capital Is Aspirational5.Closing the Gap In Financial Action6.Closing Thoughts0505TOP CONSUMER INSIGHTSFINANCIAL SECURITY AS FOUNDATION FOR SUCCESSGen Z views financial stability as their primary definition of success(40%rank it#1),with all other achievements seen as dependent on this foun