{"id":13376,"date":"2025-05-08T08:44:59","date_gmt":"2025-05-08T15:44:59","guid":{"rendered":"https:\/\/intuitblog.com\/?p=13376"},"modified":"2025-06-03T10:49:36","modified_gmt":"2025-06-03T17:49:36","slug":"2025-intuit-prosperity-index","status":"publish","type":"post","link":"https:\/\/www.intuit.com\/blog\/innovative-thinking\/2025-intuit-prosperity-index\/","title":{"rendered":"Intuit Prosperity Index 2025: Life-ing Edition"},"content":{"rendered":"\n

As the Class of 2025 prepares to walk across the stage and as twenty-somethings across the U.S. transition into early adulthood, they’re stepping into an unpredictable world. From inflation to the job market, life-ing has proven to be hard, but here\u2019s what might surprise you: they\u2019re not panicking. They\u2019re planning.

Today\u2019s young adults are financially cautious, emotionally resilient, and clear-eyed about the road ahead. For them, stability isn\u2019t inherited \u2014 it\u2019s built. So at Intuit, we set out to better understand this pivotal moment in customers\u2019 financial lives and asked over a thousand 18-25-year-olds (think: recent grads, soon-to-be grads, and those already financially independent) how they\u2019re navigating it all \u2014 from their wallets to their version of \u201cmaking it\u201d today.

Because whether you’re saving for the future or starting a side hustle, Intuit’s platform is here to make life-ing easier. Whether it\u2019s filing taxes with Intuit TurboTax, building credit with Intuit Credit Karma, getting a small business off the ground with Intuit QuickBooks, or growing an audience with Intuit Mailchimp, we’re here to help.<\/p>\n\n\n\n

Modern Money: Realistic Optimism in an Unpredictable Environment <\/strong><\/h2>\n\n\n\n

Let\u2019s be real \u2014 young adults today aren\u2019t walking into adulthood with rose-colored glasses. They know what they\u2019re up against. Much like the graduates of 2008, who stepped into a recession-riddled job market, this generation is entering the market with eyes wide open. The difference? They\u2019re armed with technology, AI, and a digital-first world on their side.

Our latest findings paint a nuanced portrait of today\u2019s young adults \u2014 one that blends aspiration with realism:<\/p>\n\n\n\n

\"\"

\u2022 42%<\/strong> say they\u2019re cautiously optimistic about the future
\u2022 75% <\/strong>are hesitant to set long-term goals in today\u2019s economic climate
\u2022 45%<\/strong> are more financially hesitant now than they were last year
\u2022 46%<\/strong> of Gen Z women say they\u2019re just trying to get by, compared to 34% of men<\/figcaption><\/figure>\n\n\n\n

Top Money Stressors in 2025<\/strong><\/h2>\n\n\n\n

Despite their cautious optimism, young adults are feeling financial stress from all sides. The essentials like rent or mortgages, groceries, bills, and student loans are hitting hard. 98%<\/strong> of young adults say the cost of living is their #1 financial concern<\/strong> with job security coming next (87% listing job security as a top concern<\/strong>).<\/p>\n\n\n\n

\"\"

\u2022 Cost of Living (98%<\/strong>)
\u2022 Job Security (87%<\/strong>)
\u2022 Saving Money (47%<\/strong>)
\u2022 Paying all my own bills (31%<\/strong>)
\u2022 Paying off Debt (31%<\/strong>)
\u2022 Budgeting (29%<\/strong>)
\u2022 Building Credit (28%<\/strong>)
\u2022 Paying rent\/mortgage (25%<\/strong>)<\/figcaption><\/figure>\n\n\n\n

The Financial Education Gap<\/strong><\/h2>\n\n\n\n

One theme echoed across the study: traditional education didn\u2019t prepare this generation for the real-world money challenges they\u2019re facing today. Managing money, understanding credit, or even filing taxes simply weren\u2019t part of the curriculum. In fact, an Intuit study from 2024<\/a> revealed that 85% of U.S. high school students say they\u2019re interested in learning about financial topics<\/strong> in school, and 95% of students who currently receive financial curriculum find it helpful.

I personally didn\u2019t learn foundational financial concepts until college \u2014 and even then, it wasn\u2019t in a classroom. In many cultures like my own, money was something you earned and spent, not a tool for building long-term prosperity. No one talked about investing or long-term planning. That didn\u2019t change for me until I finally got access to the right tools<\/a> and real-world knowledge. And honestly? It changed the game. It improved my financial trajectory \u2014 and it can do the same for others<\/a>.<\/p>\n\n\n\n

According to Intuit\u2019s findings, young adults wish they had learned:<\/p>\n\n\n\n

\"\"

\u2022 50%<\/strong> \u2013 How to invest
\u2022 46%<\/strong> \u2013 How credit works
\u2022 44%<\/strong> \u2013 How to file taxes
\u2022 42%<\/strong> \u2013 How to budget and save
\u2022 30%<\/strong> \u2013 How to earn money through side hustles or gig work
\u2022 29%<\/strong> \u2013 How to build a resume<\/figcaption><\/figure>\n\n\n\n

60% of our survey respondents believe more access to financial education would boost their confidence<\/strong>. And in the absence of formal education? They\u2019re turning to family, friends, and social media to fill the gaps.<\/p>\n\n\n\n

Redefining Success: What Stability Looks Like Now<\/strong><\/h2>\n\n\n\n

For today\u2019s young adults, financial success isn\u2019t defined by flashy wealth, it\u2019s about peace of mind. They want security, stability, and the ability to support themselves and their loved ones. They\u2019re thinking about earning enough to live a prosperous and comfortable life, not overindulging on fleeting items that don\u2019t add life-long value. They also value flexibility with 37% saying they\u2019d work longer hours for the ease and flexibility of remote work.<\/strong>

Here\u2019s what they prioritize:<\/p>\n\n\n\n

\"\"

\u2022 59%<\/strong> \u2013 A well-funded savings account
\u2022 43%<\/strong> \u2013 Paying rent\/mortgage without stress
\u2022 36%<\/strong> \u2013 Buying something meaningful for their parents
\u2022 31% <\/strong>\u2013 Living with no money stress
\u2022 30%<\/strong> \u2013 Starting their own business
\u2022 25%<\/strong> \u2013 Covering all expenses comfortably<\/figcaption><\/figure>\n\n\n\n

Side Hustles: The Modern Safety Net<\/strong><\/h2>\n\n\n\n

In this economy, multiple income streams aren\u2019t optional \u2014 they\u2019re strategic. Side hustles are fast becoming the new norm. They\u2019re how this generation is staying afloat, paying off debt, and creating a little extra breathing room. In 2022, I started a side hustle<\/a> to quickly pay off student loan debt with no intention to keep working multiple gigs long-term, however, the majority of this generation sees multiple hustles as critical. In fact 26% of the respondents in our survey say they already have a side hustle.<\/strong>

And according to the data, this generation aims to have multiple income streams.<\/p>\n\n\n\n

\"\"

\u2022 37%<\/strong> want to start a side hustle, but 29% don\u2019t  know where to begin
\u2022 56%<\/strong> aim to have 2\u20133 income streams in the next five years<\/figcaption><\/figure>\n\n\n\n

For this generation of blooming adults, money is a means to design a life that adapts to this moment allowing them more freedom, flexibility, and control.<\/p>\n\n\n\n

The New Generation: \u201cWe Got This\u201d<\/strong><\/h2>\n\n\n\n

The Class of 2025 and those that headed out on their own or are navigating a new life-ing milestone, aren’t backing down. They know the financial road ahead is curvy\u2014but they\u2019re stepping up and making it happen anyway. They believe that prosperity can be built their way, even if it wasn\u2019t handed to them. With resilience, drive, and a deep desire to create something better, they\u2019re laying the foundation for a new definition of financial success \u2014 rooted in intention and adaptability.<\/p>\n\n\n\n

At Intuit, we\u2019re proud to be in their corner and we\u2019re always looking for innovative solutions to improve our customers’ financial lives. The Intuit platform is here to make life-ing a little less overwhelming and a lot more empowering. Because prosperity isn\u2019t about luck\u2014it\u2019s about access to financial education (like Intuit for Education<\/a>), so everyone can find their own way to money and thrive.<\/p>\n\n\n\n

Discover our new resource (intuit.com\/lifeing<\/a>), designed to offer practical guidance and tools that help young adults confidently manage their finances and build a secure future. <\/strong><\/p>\n\n\n\n

\n
Explore the site<\/a><\/div>\n<\/div>\n\n\n\n


\u2e3b Methodology:<\/em><\/strong> In April 2025, Intuit commissioned an online survey of 1,500 U.S. consumers ages 18-25 (Gen<\/em> Z) via Pollfish. Young Adults are defined as women and men ages 18-25 and are Gen Z.<\/em><\/p>\n\n\n\n

\n
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Starting Out in the Toughest Market in Years \u2014 How Gen Z and the Class of 2025 are Adapting<\/p>\n","protected":false},"author":151418428,"featured_media":13441,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"rkv_browse_by_id":0,"rkv_cta_id":0,"rkv_optimize_for_pagespeed":false,"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":true,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"useModifiedDate":false,"customPublishDate":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[237496403],"tags":[],"intuit_collection":[],"intuit_series":[],"coauthors":[237496509],"class_list":["post-13376","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-innovative-thinking"],"yoast_head":"\nIntuit Prosperity Index 2025: Life-ing Edition - Intuit Blog<\/title>\n<meta name=\"description\" content=\"Starting Out in the Toughest Market in Years \u2014 How Gen Z and the Class of 2025 are Adapting\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.intuit.com\/blog\/innovative-thinking\/2025-intuit-prosperity-index\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Intuit Prosperity Index 2025: Life-ing Edition - 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