When New Investment Trends Emerge, Gen Z Is Most Likely Generation To Be First In

Gen Z is more willing than older generations to move quickly when new investment trends emerge, with 15% describing themselves as “first movers,” compared with less than 1% of Boomers+. That willingness to take calculated risks extends beyond investing: 37% of Gen Z prefer financial risk for the possibility of higher returns, while 48% would consider changing jobs, switching careers or starting a business for greater potential success or happiness. Still, Americans overall remain cautious, with 71% preferring to reduce financial risk and protect stability.

The generational divide gives sellers opportunities to help financial businesses tailor their messages to consumers at different life stages and with different attitudes toward risk. Consider financial advisors, investment firms, banks and credit unions, insurance providers, retirement planners and financial education services, with messaging that balances younger consumers’ interest in growth and new opportunities with the security and protection that remain important across generations.