Rising Costs Drive 1 in 3 Young Adults to Seek Support from Loved Ones | PRIMENEWSNOW

The December 2025 PYMNTS Data Book, titled “Rising Costs and Financial Pressures Push Consumers to Adapt,” is based on a survey of 2,368 U.S. adults conducted in September. It reveals a widespread financial strain with varied generational responses.

Everyday expenses have become the top concern for all age groups, with healthcare costs now a major pressure point. Approximately half of all consumers, regardless of age, identify daily expenses as their main challenge, closely followed by medical costs.

However, beneath this apparent uniformity, the data uncovers significant generational differences in coping mechanisms, expectations, and financial resilience.

Generational Financial Strategies

• 50% Daily Expense Strain: Around half of U.S. consumers across age groups cite rising daily expenses as their primary financial challenge. While older adults often reduce discretionary spending, younger individuals are more inclined to seek additional income or alternative support. This results in a shared sense of financial pressure but differing responses.
• 80% Healthcare Impact: Over 80% of Gen Z consumers report that healthcare costs significantly burden their budgets, nearly double the rate of baby boomers. Overall, two-thirds of consumers view healthcare as a substantial financial weight. For younger individuals with limited savings and benefits, medical expenses increasingly compete with rent, food, and utilities.
• 33% Informal Lending: One-third of Gen Z and zillennials borrow from friends or family to manage costs, a much higher rate than older generations. While 70% of baby boomers cut spending in response to financial pressure, only about half of Gen Z do so. Social networks are bridging gaps that traditional credit options often miss.

Long-Term Implications and Behavioral Shifts

Beyond these statistics, the report highlights behavioral changes with long-term effects for banks, FinTechs, and healthcare providers.

Nearly 20% of consumers have postponed doctor visits in the past three months due to costs, with others skipping tests or reducing medication. These short-term savings could lead to higher long-term financial and health costs, particularly among younger adults.

The data also reveals a growing divide in the perceived effectiveness of coping strategies. Nearly half of millennials and zillennials find their cost-management actions very effective, while those living paycheck to paycheck report less success. This suggests digital tools and flexible financial products are aiding some households, while others remain constrained.

Technological expectations further highlight generational divides. Younger consumers show strong interest in real-time insurance checks and AI-driven healthcare cost estimates, tools that offer predictability before bills arrive.

Older consumers show less interest in these features, often opting out. For financial and healthcare providers, this indicates that while financial stress is widespread, solutions must be tailored to different needs.