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Why Gen Z's idea of 'financial success' is so vastly different than every other generation

A salary of nearly $600,000? Are they serious?

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Gen Z's financial expectations are miles above the rest of us.

Have you ever thought about what threshold of income or net worth would make you feel successful financially? Not merely getting by or making ends meet, but like you've achieved a level of wealth that feels comfortable and secure? That number depends on a lot of factors, of course, depending on whether you have a family, the cost of living in your area and more. But as a survey of over 2,200 American adults shows, it also depends on your generation.

Averaging the numbers overall, Americans said a salary of $270,214 a year and a net worth north of $5.36 million would spell financial success for them, according to research from Empower. But those numbers are greatly skewed by the lofty ambitions of Gen Z, who say they'd need a whopping $587,797 a year salary to feel successful. Compared to Boomers with $99,874, Gen X with $212,321 and Millennials with $180,865, Gen Z's "financially successful" salary (as well as their response of $9.47 million for net worth) seems extraordinarily out of touch.

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Keep in mind, these numbers come from Gen Zers who are 18 years and older, so it's not like it's skewed by a bunch of 13-year-olds who have zero concept of money management. But how did young adults end up having such high expectations of what financial success means?

Here are a few possibilities:

Gen Z has been bombarded with aspirational content their whole lives

Instagram, TikTok, YouTube—these social media platforms include countless accounts designed to make us drool over aesthetics. Luxury travel. Beautiful homes. Fashionistas flashing name brand everything. The kind of content that used to be confined to "Lifestyles of the Rich and Famous" (yes, I'm dating myself) has moved into the mainstream and is now portrayed as a normalized ideal.

For older generations, "financially successful" generally meant being able to afford a nice house in a nice neighborhood, two new cars, a vacation every year and a solid retirement plan. It meant being able to send your kids to college and pay for a beautiful wedding without going into debt. It meant not worrying about money, but it didn't mean being able to afford all manner of luxury. Perhaps Gen Z sees success differently due to what they've seen on social media—and due to being the most marketed to generation in the least traditional ways.

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Gen Z is influenced by influencers who've gotten rich young

In past generations, wealth came with age and experience. Sure, there have always been people born into generational wealth, but if we were talking $600,000 a year salaries, we'd be talking CEOs and hedge fund managers and heart surgeons other careers that take some time to build.

But Gen Zers see YouTube creators and Twitch streamers their own age making millions doing things they believe they can do themselves. That's got to skew your perception of what's possible and what's a reasonable amount of money you can expect to make. It's entirely possible that a lot of these young adults simply don't realize what a normal salary is. Considering the fact that their "financially successful" amount is nine times the 2023 national average yearly wage, there does seem to be a disconnect between their perception and reality.

Gen Z grew up hearing repeated messages of financial uncertainty

Gen Zers are familiar with financial crises. They just started coming along when 9/11 happened, and they were still little when the housing market crashed. They've grown up hearing their parents talk about financial upheaval and hearing politicians use the economy as a weaponized talking point. The COVID-19 pandemic threw even more economic uncertainty on an already teetery foundation, right when a lot of Gen Zers were just starting to make their own money. Toss in the bonkers cost of college tuition, unaffordable housing and post-pandemic inflation and it's not hard to see why young adults just starting out might be under the impression that they need a megaton of money to feel financially secure.

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Oddly enough, they're quite confident that they'll get there

One might assume that these sky high Gen Z dreams of financial success would feel out of reach for these young folks, but according to Empower, 71% of Gen Z respondents said they expected to achieve financial success in their lifetimes—more than any other generation. Is that an admirable sense of optimism or the hubris of youth? Are they setting themselves up for success or disappointment with such expectations? Hard to say.

We live in unprecedented and unpredictable times, so anything is possible. And if you're going to have high expectations, you might as well have the confidence to match them. We olders might roll our eyes at Gen Z's standard being so much higher than our own, but maybe they're onto something. (After all, a good chunk of them seem to be getting by without driver's licenses, so who knows what else they're capable of.) Dreaming big has its merits, so more power to you, Gen Z. Only time will tell if reality has other plans.

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Money management: We’re all dealing with it, and we’re all a little confused.

Money management doesn’t have to be a nightmare. Here are three quick ways to turn your finances around.

Work isn’t just a part of our lives, it’s one of the biggest parts.

Some people may only be obligated from 9 to 5, but with smartphones and evolving work cultures, we’re connected 24/7. A lot of us are logging over 70 hours each workweek because our phones enable us to take our work with us.

Jennifer J. Deal, Ph.D., author of "Always On, Never Done?" reports that remaining connected to work for so many hours each week leaves employees "only about 3 hours on workdays for 'discretionary' activities such as being with their family, exercising, showering, and all of those chores at home that someone has to do."

Only three hours per workday. We’re essentially never "off."

Despite working nearly nonstop, when payday rolls around, a lot of us can be left feeling like we'll never make enough.

GIF from "Finding Nemo."

Rent and mortgages, car payments, groceries, gas, nights out, pet emergencies, extracurriculars for the kids, family obligations — all of this takes a toll on our bank accounts.

It can feel like money is flying out of our accounts faster than it’s coming in. We’re working all the time but feeling like we’re just making it. We know we need to get a grip on our finances but have no idea where to start.

Here are three simple steps toward total financial domination.

1. Saving should be a part of the plan.

We hear it all the time: Save, save, save. Save for retirement. Save for emergencies. Save for travel. Figuring out how to save seems like it’s the holy grail, but how do we make that happen — especially if we feel like our money is already stretched too thin? The easiest first step is to, well, start with baby steps. Drink coffee at work or home instead of from a coffee shop, carry snacks and a reusable water bottle with you rather than buying them, come up with a quirky and fun challenge like saving all the $5 bills you accumulate, start a piggy bank — whatever is fun and doable for you.

2. Then, it all comes down to planning.

Don’t be afraid to budget. Yes, budget. It’s not a dirty word; it’s the way to freedom! Or at the very least the way to some financial flexibility. Take a look at how you’re spending money and figure out which items are needs versus wants.

Pro tip: Laura Shin, a Forbes personal finance writer, suggests keeping necessary expenses to less than 50% of your take-home pay.

Image view Tax Credits/Flickr.

Now, this isn’t always possible. Necessities are what they are, and for some of us, no amount of finagling can get them to that ideal amount.

Alan Dunn, founder of HowtoSaveMoney.com points out that, for some, "the sheer cost of survival may be very close to their total incomes." Still, it’s a pretty good benchmark to aim for, and having insight into your finances is step one on the road to financial security.

Now that you’ve begun to sort out the things you can’t live without, what about the things you want?

3. Give yourself an allowance! No, really.

Once you’ve broken down your finances into needs versus wants, build an allowance into your budget. Doing that gives you clear parameters — how much you can spend in a given pay period on things that aren’t necessities — and makes it easier to stay on track without feeling like you’re never able to treat yourself.

Make it easy for yourself to stay "on track." Image via Ben Sutherland/Flickr.

It's as simple as setting aside a fixed portion of what remains in your account after bills are taken care of. You may not be able to get everything you want at once — sometimes it’ll take a few months to put aside enough for a big purchase — but with planning, you can indulge a little.

Let's say, after all of your bills and savings are taken into account, you're able to spend $100 per month on anything your heart desires. You're dying to go to a music festival, but the tickets cost $175. It's not the end of the world! You don't have to forgo the festival, and you don't have to break your budget for the month — that would be a slippery slope. Put the $100 aside and wait until the following month when you'll have $200 at your disposal to get the tickets you want, guilt-free.

Payday might still suck…

Money will still leave your bank account at an astonishing rate that makes you believe Hogwarts is real, but you’ll feel more in control once you know where that money’s going and how to make it work for you.

Don’t feel guilty if you hit a few bumps in the road! We’re all navigating these murky money-management waters together.

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8 student confessions that make me think differently about money — and merit.

Hard work does not equal financial security.

In March 2015, a group of Columbia University students created a Facebook page named Columbia University Class Confessions.

The group behind the Facebook page is known as First-Generation Low-Income Partnership, otherwise known as FLIP.

Their goal? To provide lower-income students at Columbia a space to voice their realities.

Their realities are pretty darn harrowing.

Before Columbia, Stanford had already launched a class confessions program a few years back:


After Columbia and Stanford launched their Facebook class confession pages in early 2015, other colleges followed suit.

Brown

Williams

There's a lot we can take away from these stories. They're intense; they're saddening. But here's one thing we should definitely note.

Hard work does not equal financial security. Social mobility isn't as easy as some might think.

When the Fight for 15 protests happened across the nation in favor of raising the minimum wage, one of the most common counterarguments was: "Why don't they just go get a college degree?"

Well, look at these college students working hard — to feed themselves, to get a roof over their heads, to get the medical assistance they need for depression or other health conditions, to support their struggling families back home. They went to go get that college degree that is supposed to help people out of poverty. They even worked hard enough to apply and get accepted into incredibly prestigious colleges, colleges that one would think would be the golden ticket to success.

And still, they're struggling. "Hard work" doesn't always give lower-income folks what they need to survive and fit into a world that's not made for them.

And the sad reality is that many lower-income people will still be struggling after graduation thanks to a weak economy — and a lot of debt.

From the Institute of College Access and Success: 69% of the Class of 2013 graduated college with an average of $28,400 in student debt.

Lower-income students clearly have more difficulty navigating things that others might take for granted — simply because they never had access to the resources some have always had — and don't know how to use them.

Check out more stories being read by students in this video below:

We all deserve the right to survive without struggle. These students show that hard work doesn't cancel out the obstacles that many lower-income folks face when trying to move up the socio-economic ladder.

Maybe their stories will help stop the unfair judgement of lower-income people and help others be more aware and understanding at the same time.

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2 words. That's all it takes to leave a club with 2.5 billion people. (I'm sure you can't guess.)

There are lots of types of inclusion. Here's one kind that's often overlooked.

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Two words worth learning about: financial inclusion. What is it?

Well, let's talk about Constance.

Hi, Constance!

Lovely family you've got there.

For an animated character, Constance is really important. She represents the 2.5 billion people in the world who are not financially included. That means she doesn't have a bank account for her savings.

She doesn't have a payment service to transfer money.

Nor does have access to a secure loan.

For Constance — and those other 2.5 billion people — financial inclusion means having access to services that allow her to save money, make secure payments, and take out loans from a reliable, reputable source.

And one way that's now being achieved is through payment technologies: secure cards and mobile phones. Granted, these innovations are not going to solve everything, but they're empowering people like Constance to engage in society with more freedom and security.

But don't take my word for it. Here's Constance:

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