More Gen Z Borrowers Report Carrying Credit Card Debt While Investing In Stocks

Gen Z consumers are increasingly carrying credit card debt while continuing to invest for the future, according to Deloitte. From the third quarter of 2023 to the second quarter of 2026, the share of Gen Z borrowers carrying credit card balances for more than a month rose nearly 20%, while declining among other generations. Gen Z also leads in buy now, pay later (BNPL) adoption, with usage reaching 22.8% in the first quarter of 2026 before easing to 17.6% in the second quarter. Despite growing debt, younger consumers are planning to allocate more of their savings and investments to stocks, mutual funds and retirement accounts.

These findings create opportunities for banks, credit unions, financial advisors, investment firms, credit counseling services, financial education providers and retirement planning businesses. Sellers can help these advertisers reach younger consumers with messages focused on managing debt, building credit, budgeting and balancing immediate financial needs with long-term wealth-building goals.