Gen Z's đź–•to Your 30-Year Plan
New cities every 5 years, and experiences over assets
Living Life in 5-Year Chapters
Moving Cities, Switching Careers, and Hitting Refresh – Gen Z's Blueprint for Avoiding Stagnation
Raising their kids down the block from their childhood home? Not in the cards for Gen Z. Instead, they prioritize liquid living—a lifestyle that values movement, adaptability, and freedom over staying put for the sake of stability.
For Gen Z, roots aren't necessarily permanent, they're more like placeholders. Only 24% want to settle in one place long-term, while 32% are actively living or dreaming of a nomadic life. With 74% citing the cost of living as a reason to move, affordability drives mobility, but so does quality of life.
The rise of mid-sized cities like Austin, Kansas City, Nashville, and Santa Fe isn't just about cheaper rent—it's about walkability, community, and the ability to actually build the life they want rather than just surviving in an overpriced shoebox of an apartment.
Gen Z's version of luxury is portable. They value quality but need the flexibility to pick up and go. They're rejecting the traditional "work 50 weeks to earn 2 weeks of vacation" mindset, instead blurring the lines between career, travel, and personal growth.
Gen Z is Not Afraid of Talking Cash Sh*t
Earn Their Trust by Helping Them Ease Their Money Anxiety
For Gen Z, money isn't a taboo topic. They've watched economic instability unfold in real-time, from student debt crises to skyrocketing rent, and they're planning on building financial security themselves.
With 77% prioritizing an escape from living paycheck to paycheck, Gen Z is done with financial stress cycles. They're optimistic about their futures (73%), but pragmatic rather than idealistic. A striking 78% would consider unethical behavior for $1M, not because they lack morals but because they see financial freedom as the ultimate power move.
Unlike their parents, who spent decades counting down to retirement at 65, 75% of Gen Z expects to retire earlier—not by working less, but by strategically building multiple income streams now. They're blending side hustles with day jobs, online lives with offline ambitions, and redefining what financial independence looks like.
If you want to earn Gen Z's trust, drop the outdated financial advice and meet them where they are. They don't want to "cut back on lattes"—they want actionable strategies for making, saving, and investing money in ways that work.
Experience Rich, Cash Poor: Gen Z's Intentional Trade-offs
Choosing Passport Stamps Over Property Deeds and Rent Payments– And They're Not Even Sorry About It
Gen Z is prioritizing experiences over possessions. "I don't really want a house. I really want to travel."
With 32% wanting a nomadic lifestyle and 66% prioritizing travel—whether for work or pleasure, this generation is redefining what it means to "settle down." Mobility isn't just about adventure—it's also a strategic financial decision.
This isn't indecision but rather another indicator of adaptability. Gen Z knows that in a world that's constantly shifting, the ability to pivot might be the most valuable asset of all. They want the freedom to go wherever life (and opportunity) takes them.
If brands, employers, and industries want to keep up, they need to embrace flexibility, fluidity, and the idea that stability doesn't have to mean staying in one place. Because for Gen Z, the only thing permanent is the desire to keep moving and embrace new experiences.
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