GenZ And Money
A Comprehensive Case Study
Research Objective
To explore how Gen Z (ages 18–27) navigates personal finance specifically savings, credit usage, and investments in the context of rising living costs, financial insecurity, and the perception of being the 'poorest generation.'
The study aims to uncover behavioral patterns, mindsets, emotional drivers, and systemic factors that shape their financial decisions, while comparing emerging findings with existing data on Gen Z's financial trends
Hypothesis
Mobile First Approach
Gen Z prefers mobile first, visually simple fintech platforms over traditional bank apps.
Expenses
Most Gen Z participants prioritize spending and lifestyle over regular saving or investing.
Short Term Goals
Short term financial goals (like buying gadgets or travel) take priority over long term goals (like retirement or wealth building).
Context
Introductions
GenZ Investing Share (%)
According to the World Economic Forum's Global Retail Investor Outlook 2024, 30% of Gen Z individuals worldwide begin investing in early adulthood, a much higher rate compared to previous generations. 1 2
Generation Z (aged 18 to 27 in 2025), currently spanning college students to young professionals, is often labelled by older generations as financially careless or overly dependent.
While Gen Z has unprecedented access to financial information, digital payment platforms, and investment apps, they also grapple with stagnant entry-level salaries, high education expenses, and the pressure to match the aspirational lifestyles showcased online.
Gen Z in India is redefining financial security through side hustles, gig work, and early investment, even as they battle misconceptions from elders who may not fully understand the economic realities of today's youth.
This case study explores how Indian Gen Z perceives financial security and the ways in which their struggles are often misunderstood by previous generations.