Young consumers are navigating a tough financial moment. Many Gen Z and Millennials say they feel financially stressed and are tryin to stretch their budgets, but that doesn’t mean they’re ignoring their finances. From budgeting and cutting back on spending to embracing trends like “soft saving,” young people are finding ways to balance financial responsibility with enjoying their lives now. At the same time, everyday costs are forcing tradeoffs, shaping what they prioritize, where they pull back, and the small indulgences they refuse to give up.
YPulse’s 2026 Finance / Spending Monitor report reveals how young people are thinking about money right now and what brands need to understand about how they’re spending.
Report length: 22 pages, North America report is based on surveys of 1500 13-39-year-olds in the U.S. and Canada, fielded Februrary 2026. Western Europe report is based on a survey of 2500 13-39-year-olds in the U.K., Italy, Spain, France, and Germany, fielded in February 2026
