WHAT THE DATA SAY: Gen Z is saving for a new car this year (41%), while Millennials prioritize a vacation (36%)

By: Ray Day

CONTACT:

Ray Day
ray.day@stagwellglobal.com 

We wanted to share our latest consumer and business insights, based on research from Stagwell. Among the highlights of our weekly consumer sentiment tracking:

GEN Z SAVING FOR A CAR, MILLENIALS FOR A VACATION

Saving money in 2026 differs widely depending on age group, based on our Harris Poll research with the American Institute of CPAs.

• 92% of Americans say they have financial goals for 2026.
• Gen Z is saving for a car (41%), a home (36%) or investing (39%).
• Millennials are saving for a vacation (36%), paying down debt (35%) or investing (35%).
• 46% of Gen X is saving for retirement.
• 33% of Boomers are paying down debt or investing.
• 52% of Millennials and 50% of Gen Z feel that 2026 will be financially better for them than 2025, compared to 42% of Gen X and only 29% of Boomers.
• Rising cost of living is stopping all generations from hitting their financial goals, including 59% of Boomers, 53% of Gen X, 44% of Millennials and 40% of Gen Z.

OPTING OUT OF THE ECONOMY

41% of Americans are “opting out” of the economy this year, and Gen Z is leading the charge, according to our Harris Poll research.

• 52% of Gen Z say they are finding ways to stop spending, compared with 48% of Millennials, 37% of Gen X and 29% of Boomers.
• 56% of Gen Z women and 49% of Gen Z men have no interest in supporting the economy this year – up 10 and 21 points respectively from last year.
• Reasons for opting out include protecting finances by cutting spending (31%), needing a mental health break from economic and business cultures (29%) and not wanting to support the current administration (28%).
• 41% of Gen Z say they don’t shop at their favorite store anymore because of their politics.
• Americans earning more than $100,000 are following suit: 49% of are shifting spending to align with their morals, and 40% are actively finding ways to disengage from the economy.

DISSING DATING APPS

Modern dating culture is evolving from app-led to more romantic and organic connections, according to Harris Poll’s Modern Dating Survey.

• 56% say app meetups are cringe compared, while 80% who meeting someone in real life is cute or cool.
• 72% say apps make dating feel more transactional than romantic.
• 75% say they want more curated ways to meet people than dating apps offer.
• 57% meet partners through friends, work or organically, compared with 24% who meet online.
• 75% say AI has made dating interactions harder to trust.
• See also: Valentine’s Day not just for romance any more
• See also: Highly attractive partners have ‘financial stability’–but these 4 money red flags doom a relationship

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