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Consumer Financial Attitudes and Goals in 2025

Feb 26, 2025|0 min read

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A little more than half of consumers (51%) say money is their main source of stress. And, our latest survey shows 44% of consumers struggle to make ends meet. With this context, you might expect most consumers to have a negative attitude about their ability to meet their goals. 

But, the opposite is true. The prevailing sentiment from consumers is optimism. Seventy-five percent of consumers are optimistic about achieving their top financial goal for 2025.

And, many say financial situations are improving — 34% say their financial situation is better than it was 6 months ago. 

Why are consumers so optimistic? There are several key factors that contribute most to these feelings of optimism. Among those who are optimistic or very optimistic, top reasons include: 

  • 42% their ability to manage their finances
  • 40% changes in their personal life
  • 28% increased pay
  • 27% the current economic environment
  • 26% low or no debt

Financial providers have an opportunity to lean into this optimism and help further ease the stress of money management. How? Personalization. Personalization. Personalization. 

Financial providers can start by making a concerted effort to know their customers and personalize their experience. And, from the consumer’s perspective, this personalization isn’t just a recommendation — it’s an expectation. Sixty-five percent of consumers agree they expect financial institutions to use the data they have about them to provide them with actionable and clear insights about their finances.

The first place to start on this personalization journey? Each generation has different financial priorities, which require different financial services and products to help them achieve their goals. For 2025, here’s a breakdown of top financial goals by generation: 

Gen Z

Gen Z finds themselves planning for big expenses — and saving money to pay for them. Out of all the generations surveyed, they had the highest percentage (62%) that reported they measure financial wellness based on their savings account balance. Their top goal for 2025? Save for a new car. 

Millennials

Millennials continue to focus on becoming financially stronger with a common financial goal of improving their credit score. And, 42% of Millennials look to their credit score as a top metric for measuring financial wellness. 

Gen X

As Gen X nears retirement age, it’s no surprise they are focused on saving for retirement as their top financial goal for 2025. And, the top metrics they look at to measure financial wellness center on savings — savings account balances, retirement savings, household income, and more. 

Baby Boomers

In just one year, Baby Boomers have shifted their top priorities when it comes to their finances. Last year, the top goal for Baby Boomers was paying off credit card debt. Now, most Baby Boomers say they don’t have one.

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