When we last took a look at Gen Z, we were on the precipice of a new chapter in America. A presidential election was underway, the economy looked different and AI was moving from novelty to necessity. In our latest wave of proprietary research—surveying Gen Z respondents ages 16–28—we set out to understand how this generation is navigating a world that looks very different from when we first began studying them. 

This year, as we took another deep dive into the Z generation and their purchasing power, we leaned into topics that are top of mind for this cohort like healthcare, education and the state of the economy. Here’s what they had to say.  

Inflation  

Burdened with tariff wars and geopolitical tensions amplifying cost of living pressures, Gen Z feels less confident in managing their finances due to the current climate than previous generations. For this generation, authenticity is proof and consistency is currency. And with only 22% stating their confidence in institutions to protect them during hard times, Gen Z is feeling more pressure from inflation than previous generations, while also feeling unprotected from the powers that be. This has led to this cohort staying aware and up to date with the financial climate, with nearly 60% checking economic news weekly, at the very least. Their top sources of information do remain unregulated, however, with social media and loved ones being their top sources. This could lead to inflated stress levels and dramatized views around the economy driven by fear based on misleading content. 

Massive economic challenges that directly impact Gen Z’s future are driving the paths they’re taking now. 66% of the cohort we surveyed had extreme concerns about the future of the economy over the next year. That impacts and stunts their burgeoning independence post college life: With 73% living with a parent or relative and 58% unable to afford living on their own based on their current income levels. Currently, only 22% of this cohort reports holding full-time jobs — a signal that their financial strain may be tied, in part, to a tightening job market and the growing scarcity of true entry-level opportunities. 
 

Inflation is having a real impact for Gen Z in ways big and small; most are cutting back on non-essentials and essentials alike and budgeting strictly, having to give up things they enjoy to make ends meet. Even essentials, like groceries and housing feels less accessible, with over half struggling to afford the basics. Big life purchases that this cohort would normally be pursuing during this life stage is stunted. During our last wave of research 24% were worried about being able to afford a vehicle and 46% worried about affording buying a house. In less than a year, those numbers have jumped to 47% and 54% respectively. That is a severe increase for purchases that would normally be seen as a rite of passage and allow upward mobility for this group.  

These worries for this cohort extend from two of the biggest drivers of inflation: rising healthcare costs and the escalating price of education.  
 

Healthcare 

With healthcare being a driving force of inflation itself, Gen Z finds themselves in a place where healthcare is readily accessible but too expensive to prioritize– highlighting yet another financial concern shared by Gen Z. The pressure to find a plan with good coverage comes with a stressful environment, with 83% of this group feeling some level of stress to get their own health insurance, an emphasis prioritization on avoiding big medical bills. Our research uncovered that 12% of this cohort is struggling with accessibility and 7% choosing to not seek healthcare at all. Despite 80% of Gen Z having some type of health insurance coverage, mental health services are particularly inaccessible, despite being high in demand. Anxiety, in particular, is common and personal for Gen Z– with about 56% of the older range of this group citing struggles with anxiety triggered by financial worries, social media pressure and growing job responsibilities.  

Another top struggle and barrier to healthcare for this cohort is a growing distrust in the institutions and systems in power. Many within this group believe that the system prioritizes profit over patient care, shown most starkly among identifying women and non-binary groups, with 74% and 79% respectively reporting feeling judged and deprioritized by their providers. All genders feel their needs and best interest are not prioritized over the profitability of their healthcare providers, causing a big barrier in getting the care they need. 

Healthcare brands must shift from institutional polish to human-centered authenticity: clear pricing, transparent processes, empathetic communication and real patient stories that demonstrate values, not just state them. 

Education 

For Gen Z, the value placed on higher education is evolving. While college and university degrees were once considered the main ticket to career success, 57% (and rising) of this cohort now see real-world experience and self-driven learning as key drivers for their future. This shift in mindset shows up clearly: 48% of this group is not currently enrolled in college—whether because they’ve already completed a degree or opted to enter the workforce instead. That choice represents a sizable share of Gen Z moving away from traditional educational paths.  

Their decisions are heavily impacted by financial realities—68% cited rising tuition costs and limited access to financial aid make pursuing higher education less attainable. On top of these practical barriers, Gen Z faces considerable pressure from family expectations and ongoing economic uncertainty, pushing them to weigh the necessity of higher education against the reality of their circumstances. Adding another layer of complexity, trust in the education system itself is wavering, further influencing how this generation approaches their academic and career paths. 

Higher education wanting to boost enrollment must prove their ROI—showing transparent costs, clear career outcomes and real student pathways that demonstrate tangible value in a world where traditional institutions no longer get automatic trust. 

TL;DR?  

Trust with Gen Z is tough to earn and even harder to keep. Across categories, they’re navigating systems that feel unstable, institutions that feel disconnected and an economy that feels increasingly unfair. Gen Z doesn’t respond to polished messaging or lofty promises. They respond to brands that show their work. Brands that acknowledge the pressures this generation faces. Brands that meet them with transparency, not spin.  

• In healthcare, that means breaking down costs without sugarcoating realities, elevating genuine patient experiences and demonstrating a commitment to equitable care.  

• In education, it means aligning offerings with skills that actually lead to jobs, clarifying financial options and proving that institutions can evolve with today’s learner in mind. 

On the hunt for a partner that can help you research Gen Z and turn the data into measurable results? Hiebing’s here to help. Email Nate Tredinnick at ntredinnick@hiebing.com to set up a call.