Gen Z Planet dives into Gen Z’s wallet and money habits and what they mean for brands and retailers

NEW YORK, March 5, 2025 /PRNewswire/ — Gen Z Planet , a research, training, and advisory firm, today released the results of a U.S. focused study on Gen Z’s income and financial mindset.

According to the study, Gen Z’s total income has reached an estimated $1.1 trillion (pre-tax), including earnings from jobs, parental support for discretionary spending, and income from side-hustles. After taxes, Gen Zers have $950 billion at their disposal ─ 2.5 times what it was in 2021─ making their economic influence impossible to ignore.

“With more Gen Zers in the workforce, it’s no surprise this figure is growing fast,” said Hana Ben-Shabat, founder of Gen Z Planet. “But this big number tells only part of the story.” Despite higher earnings, financial independence remains elusive for many. Forty-two percent of Gen Z adults (18+) still live with their parents, and rising home prices, inflation, and student loan debt contribute to financial anxiety.

As a result, Gen Z takes a cautious and calculated approach to money by saving, investing in the stock market, cryptocurrency and other digital assets, and even planning for retirement. Only 28% seek financial advice from traditional financial institutions or professional advisors, relying instead on family, friends, and social media influencers.

Gen Z’s financial mindset is shaping their spending habits. They are value-driven, price-conscious, and selective about where they spend their money. Retailers and brands that align with their mindset and priorities will be best positioned to win their loyalty.

The report, Inside Gen Z’s $950 billion Wallet is available at https://genzplanet.com/reports/

About the Study
This study is based on analyses of employment, earnings, and population data published by the U.S. Bureau of Labor Statistics and the U.S. Census. It also builds on the results of a survey of a representative sample of 1000 Gen Zers (aged 16–26) to establish the level of parental support and earnings from side hustles and assess Gen Z’s behaviors and mindset related to money.

About Gen Z Planet
Gen Z Planet is a research, training, and advisory firm dedicated to the next generation of culture-creators, employees, and consumers. With insight and imagination at the heart of everything we do, we help clients navigate the change that Gen Z is bringing to society and business.

Media Contact: hello@genzplanet.com

View original content to download multimedia:https://www.prnewswire.com/news-releases/new-research-gen-zs-total-income-reaches-1-1-trillion-302392326.html