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Financial Security Isn't a Top Priority for All

TGM Consumer Sentiment Survey in the US 2024 explores multifaceted attitudes towards financial stability across different age groups, providing insights into the contrasting priorities and values shaping each generation's approach to financial planning.

Financial Security Isn't a Top Priority for All

At its core, the quest for financial security stems from a fundamental human need for stability and predictability. In an era marked by economic volatility, job uncertainty, and rising living costs, individuals and families are acutely aware of the importance of having a financial safety net.

The rise of globalization and interconnected financial systems has also amplified the ripple effects of economic turbulence. Events unfolding on the other side of the world can send shockwaves through markets, affecting individuals and businesses alike. In this interconnected web of economic interdependence, the need to fortify one's financial defenses against external shocks has never been more pressing.

Yet, despite its undeniable importance, the concept of financial security often evades the priority list for certain age groups. The findings of the TGM Consumer Sentiment Survey in the US 2024 shed intriguing light on this enigma. Surprisingly, two distinct age demographics – the 18-24-year-olds and the 65-75-year-olds – emerge as the least concerned about financial security.

Understanding the Mindset of the Youth: Prioritizing the Present over the Future

At first glance, one might question the rationale behind this apparent indifference towards financial security. After all, in an era marked by market volatility, rising living costs, and an uncertain future, one would expect individuals across all age groups to prioritize safeguarding their financial well-being. Yet, upon closer inspection, a more nuanced picture begins to emerge.

For the younger cohort, aged 18-24, their perceived invincibility and optimism about the future may play a significant role in their outlook. With fewer financial responsibilities and a longer time horizon ahead of them, immediate concerns about financial security may take a backseat to pursuits of personal growth, exploration, and career advancement.


Empowering Young Spenders: The 18-24 age group may prioritize immediate needs and desires over long-term financial planning. Brands targeting the 18-24 age group should focus on offering affordable and flexible financial products that align with their lifestyle choices and appeal to their risk-taking nature.

Golden Years Perspective: Stability and Shifting Priorities

On the other end of the spectrum, individuals aged 65-75 may find themselves in a more stable position, having potentially accumulated savings, investments, and retirement plans over the years. With retirement looming or already underway, their focus may shift towards aspects such as health, leisure, and legacy, relegating concerns about financial security to a secondary status.


Retirement Lifestyle Enhancement: For older age groups, retirement planning may already be in place, reducing their financial concerns. Brands targeting the 65-75 age group can focus on providing services that enhance their retirement lifestyle, such as travel packages, leisure activities, or healthcare solutions. Wealth management services can also appeal to this demographic, providing peace of mind and securing their financial legacy for future generations.

Download our TGM Consumer Sentiment Survey in the US 2024 report today and equip your business with insights that speak directly to the hearts and minds of US consumers.
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