Citizens Survey Finds Young Adults Redefining Success and How to Achieve It, as Anxiety About the Future Mounts

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10/30/2025 - 09:00 AM

Findings highlight a generation navigating uncertainty, focusing on what feels possible, and seeking guidance to help them build stability and independence.

PROVIDENCE, R.I.--(BUSINESS WIRE)-- Young adults are thinking about success in dramatically different ways than previous generations, with more than half (57%) reporting that money is affecting their mental health, only a quarter (26%) aspiring to climb the corporate ladder, and fewer than 40% believing they will be more successful than their parents, according to a Citizens survey released today.

Amid the pressures of inflation, economic uncertainty, and shifting workplace expectations, young adults are rethinking what it means to “make it.” The survey of 2,300 adults aged 18-34 reveals that instead of chasing traditional markers such as titles or wealth, the next generation is prioritizing goals that feel within reach: living debt-free, gaining flexibility, and finding balance. This pragmatic and purpose-driven approach is reshaping how individuals and institutions perceive money, work, and growth.

“Young adults are clearly expressing their desire for stability, independence, and balance, yet many feel these aspirations are increasingly unattainable,” said Matt Boss, Head of Consumer Banking at Citizens. “As these expectations evolve, Citizens is committed to simplifying everyday money management, offering guidance for building healthier financial habits, and delivering banking experiences that empower customers to move forward."

Gen Z and young millennials are not just seeking flexibility, autonomy, and purpose in their careers; they are actively leveraging digital platforms and the gig economy to take control over their professional lives. An impressive two-thirds (67%) have pursued an entrepreneurial venture, showcasing their ambition and drive. Moreover, more than half (60%) aspire to sell their business or take it public one day, highlighting their bold vision for the future.

“The definition of career success is shifting as young people increasingly choose freedom, growth, and entrepreneurship over corporate titles and tenure,” said Ted Swimmer, Head of Commercial Banking at Citizens. “We’re supporting growth-stage entrepreneurs as they move from side hustle to scale, while also helping established companies understand what this generation values so they can attract and retain the next wave of talent.”

Financial Success Means Stability and Balance

Many young adults are striving to build momentum but struggle with daily money management challenges and the pressure to keep up. Only 9% feel fully in control of their money habits, and nearly half (44%) admit that social pressure drives them to overspend. While they’re eager for independence, more than two-thirds (68%) still rely on parents or family members for essentials such as rent, groceries, or bills. Consequently, their focus has shifted from status to stability.

70% define financial success as a net worth of less than $1 million.
Living debt-free (64%), supporting a family (60%), and affording a lifestyle without stress (58%) rank among their top measures of success.
When asked to define the American Dream, more young adults cited freedom and flexibility (46%) over wealth accumulation (35%).
Nearly three-quarters (73%) have less than $50,000 in investable assets, with one in three (34%) reporting less than $1,000.

From Offices to Ownership

As anxiety mounts, a desire for independence and control is reshaping how the next generation is approaching their careers. Facing a daunting job market and a rapidly changing corporate landscape, fewer young adults are equating workplace success with titles or long tenures. Instead, they are forging their own paths to build careers that provide greater autonomy, personal growth, and financial upside.

Respondents define career success as financial independence (52%), work-life balance (50%), and skill development (44%).
The vast majority (85%) view job tenures of five years or less as ideal, while only 5% value tenures of 10 years or more.
Two-thirds (67%) have pursued an entrepreneurial venture, including nearly a quarter (24%) who have a side hustle or gig work outside of their primary job.

Building Opportunity for the Next Generation

Nearly eight in ten (78%) respondents want their bank’s support beyond just saving and spending, with many looking for assistance in paying off debt, building credit, buying homes, and planning for the future. Among young entrepreneurs, the top needs include business banking and payment tools, access to funding, and help managing cash flow.

Citizens is expanding access to digital tools, personalized guidance, and education to help individuals build financial confidence, entrepreneurs access capital and grow, and businesses adapt to the priorities of the next generation. By meeting this generation where they are, Citizens aims to help young adults move past short-term anxiety and toward lasting confidence and long-term success.

For more information and additional survey results, please visit: www.citizensbank.com/learning/gen-z-millennials-financial-success-next-gen-survey

Methodology

Citizens' Next Gen: Future of Success Survey was conducted by Researchscape among 2,309 U.S. adults aged 18-34. The survey was fielded from August 29 to September 11, 2025, using an online survey. Data has been weighted. Weighting data is a statistical technique used to adjust survey data after it has been collected in order to improve the accuracy of survey estimates.

About Citizens Financial Group, Inc.

Citizens Financial Group, Inc. is one of the nation’s oldest and largest financial institutions, with $222.7 billion in assets as of September 30, 2025. Headquartered in Providence, Rhode Island, Citizens offers a broad range of retail and commercial banking products and services to individuals, small businesses, middle-market companies, large corporations and institutions. Citizens helps its customers reach their potential by listening to them and by understanding their needs in order to offer tailored advice, ideas and solutions. In Consumer Banking, Citizens provides an integrated experience that includes mobile and online banking, a full-service customer contact center and the convenience of approximately 3,100 ATMs and approximately 1,000 branches in 14 states and the District of Columbia. Consumer Banking products and services include a full range of banking, lending, savings, wealth management and small business offerings. In Commercial Banking, Citizens offers a broad complement of financial products and solutions, including lending and leasing, deposit and treasury management services, foreign exchange, interest rate and commodity risk management solutions, as well as loan syndication, corporate finance, merger and acquisition, and debt and equity capital markets capabilities. More information is available at www.citizensbank.com or visit us on X, LinkedIn or Facebook.