THE STATE OF GEN Z® 2021-2022

Gen Z’s Attitudes About Money, Spending, Investing, Crypto, and More

Our Insights are Trusted by Companies Around the World

state of gen z as consumers, savers, and influencing personal finance

THE STATE OF GEN Z® 2021-2022: Gen Z as Consumers, Savers, and Influencing Personal Finance

Unexpected Insights into Gen Z as they Emerge as THE Consumer and Finance Trendsetters

This 2021-2022 State of Gen Z® research study uncovers how Gen Z views money, personal finance, shopping, buying, saving, spending, investing, and much more. Gen Z brings a different view and norms to the world of commerce, so understanding them accurately is critical for brands, marketers, financial services, banks, and customer experience leaders. The discoveries in this report reveal a new perspective on Gen Z’s views about money and its intersection with so many key areas of their life, from spending to saving for retirement.

This study featured over 1,000 Gen Z participants with a margin of error of +/-3.1.

Sample questions answered in this 2021-22 State of Gen Z® money and consumer study:

  • What are Gen Z’s expectations for earning money now?
  • What are Gen Z’s expectations for saving money now?
  • What are Gen Z’s expectations for shopping and buying now?
  • What are Gen Z’s key considerations when making a purchase now?
  • And much more!


The State of Gen Z® 2021-2022 Report: Gen Z as Consumers, Savers and Influencing Personal Finance

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Below are A few of the many findings from the study:

67% of older Gen Z

worry about their own financial situation a few times a week or more often.

60% of Gen Z

said that a company’s reputation as an employer influences their decision to buy a product or service.

36% of Gen Z

said their earnings were negatively impacted by the pandemic.

34% of Gen Z

said their savings were negatively impacted by the pandemic.

THE STATE OF GEN Z® 2021-2022: GEN Z AS consumers, savers, and influencing Personal finance


Gen Z consumers, savers, and investors are here—and in force! They are driving tremendous change in the marketplace through their shopping, payments, investing, crypto, social causes, and much more. They are also being significantly impacted by COVID-19, workforce changes, as well as a strong desire to improve their personal finances. In The 2021-2022 State of Gen Z® research study series, we dive deeply into what you as a marketer, sales leader, brand builder, entrepreneur, or innovator need to know about this rapidly emerging and influential generation of consumers who are now up to age 26!

This year’s Gen Z national study included more than 1,000 members of Gen Z and compared them to more than 1,000 Millennials as consumers, savers, and investors. The side-by-side generational comparison is extremely actionable as business leaders and brand builders recognize that Gen Z is not “Millennials 2.0”, but a very different generation that has come of age with different norms, experiences, technology usage, parents, the impact of COVID-19, and much more.

Here are just a sample of the questions answered in The 2021-2022 State of Gen Z® Study on Gen Z as Consumers and their Personal Finance Behaviors:

 What are Gen Z’s expectations for earning, saving, and investing in today’s marketplace? 
• What type of financial stress is Gen Z feeling since the start of the COVID-19 pandemic?
• Which Gen Z life stage events were delayed because of the COVID-19 pandemic?
• How has Gen Z’s financial stress changed from a year ago?
• What are Gen Z’s key considerations when making purchase decisions?

For research, speaking, or media inquiries, please contact our friendly team at The Center for Generational Kinetics at or +1 (512) 259-6877

“Generation Z has been very misunderstood when it comes to their perspective on money, as consumers, savers, and investors. Accurately bringing to life Gen Z’s views about finances and its intersection with so many areas of their life is extremely important as they now drive so many if not most of the major consumer, payments, banking, and retail trends. In this year’s national study, we explored a variety of areas that executives, marketers, advertisers, and brand-builders needed to know but could not find anywhere else. I’m very excited for you to read our findings and implement them in your organization to better engage, delight, and unlock the loyalty and enthusiasm of a generation that will shop commerce for decades to come.”

—Denise Villa, PhD, CEO, THE center for generational kinetics

There are many more exciting findings in this year’s State of Gen Z® 2021-2022 for marketers, sales professionals, journalists, and parents. This research is only available from The Center for Generational Kinetics, LLC. Fill out the short form on this page to receive your free copy of the entire 28-page report.

About the 2021-2022 State of Gen Z®Annual Research Study Series

Each year, The Center for Generational Kinetics leads The State of Gen Z® Annual Research Study to dive deep into new and emerging trends, solutions, and insights as Gen Z emerges further into adulthood and gains more urgency and influence as trendsetters, consumers, and employees.

This year’s annual Gen Z study uncovered so many exciting findings that we are releasing it as a series of three research reports: Gen Z as Employees and Workforce Trendsetters, Gen Z as Consumers, Savers, and Influencing Personal Finance, and Gen Z as Trendsetters, Impacting the Future of All Generations. The State of Gen Z® research study was designed and conducted by the PhD-led research team at The Center for Generational Kinetics.

To lead this research, The Center for Generational Kinetics (CGK) designed a custom Gen Z and Millennial national study. The quantitative study was administered to 2,088 U.S. respondents ages 13-35, including 1,070 Gen Z (ages 13-25) and 1,018 Millennials (ages 26-35). The sample was weighted to the 2020 U.S. Census for age, region, gender, and ethnicity. The national study was conducted online from October 1, 2021, to October 21, 2021. Figures are statistically significant at the 95% confidence level. The margin of error is +/-3.1%.

“What worked in sales, marketing, and building trust with younger consumers only three years ago does not work now. Revenue, marketing, and sales leaders need to know what does work in order to rapidly bridge the Gen Z consumer and client gap at exactly the time this trend-driving generation is solidifying their brand loyalty in numerous categories. This year’s State of Gen Z® study uncovered numerous insights that leaders need to know, from Gen Z’s trust in cryptocurrency to their emotional state around personal finances. It’s important to understand Gen Z’s attitude toward shopping, money, saving, and spending in order to best create customer and client experiences that Gen Z loves. The timing has also never been more important as Gen Z is determining not only the products and services they love, but the channels, experiences, and payment methods they will rely on for the next many years.”

—Jason Dorsey, President, the center for generational kinetics

Custom Generations Research and Keynote Speaking That Drives Measurable Growth for Leaders and Organizations

The Center for Generational Kinetics has led almost 100 generational studies, spanning four continents and multiple languages. Each year, we work with clients from global financial services companies and banking leaders to rapidly-growing retailers and pioneering technology companies. We have helped financial service providers invent new products and offers, helped hospitals attract and retain the next generation of nurses, and launched new cars to a new generation of buyers.

We are passionate about helping you solve your generational challenges and drive measurable sales results through our customized keynote speaking and unique research. Contact us now to to schedule a conversation with our research or speaking teams. 

Want even more info on generation z? Check out zconomy

At CGK, we are passionate about unlocking the potential of Gen Z as they emerge as workforce, customer, and community trendsetters. Check out our bestselling book, Zconomy: How Gen Z Will Change the Future of Business, for all the insights and how-to strategies to unlock this exciting generation’s potential at this critical time.