In a rapidly shifting economic landscape, Gen Z is standing out not just for their digital fluency, but for a quietly radical approach to finances. According to new research from Dentsu, this generation — often dismissed as impulsive or idealistic — is proving to be both remarkably grounded and strategically optimistic.
Financial Stability Comes First
At the heart of Gen Z’s worldview is a strikingly pragmatic belief: financial stability isn’t just a goal — it’s the foundation. Forty percent rank it as their primary definition of success, seeing it as the bedrock upon which personal growth, creative ambition and even mental well-being rest.
“They approach finances with both urgency and strategic planning,” according to Dentsu, noting that Gen Z (born from 1997 to 2012) views economic security as the gateway to unlocking other forms of success. While they may dream big, they understand that those dreams require a solid financial base.