Investing itself hasn’t changed, but the way each generation approaches it has. From Gen Z traders embracing cryptocurrency to Baby Boomers sticking with traditional brokerage accounts, different age groups have distinct strategies, preferences, and confidence levels when it comes to growing their wealth.
A recent YouGov report on U.S. investment trends reveals key shifts in investor behavior, from the rise of digital assets to changing levels of trust in financial advisors. Whether you’re a seasoned investor or just getting started, understanding these generational trends can help you refine your own approach and ensure you’re making the most of your money.
Let’s take a look at down what’s happening across different age groups and what it means for the future of investing.
1. Good News/Bad News: 64% of All Americans Are Likely to Invest
When you invest, you are using your money to create extra income. You are putting your money to work. You work for your money, it only makes sense to then make it work for you. So, it is good news that the majority of Americans are likely to invest. Bad news that a full 36% are on the sidelines.
Tip: Want to get ahead? Saving money is not enough, you also need to invest. Investing is a vital step towards achieving financial security and reaching your long-term goals. Learn more about why you NEED to invest.
2. Emergence of Young Investors
The investment landscape is witnessing a significant influx of younger participants. The report indicates that 55% of prospective investors in 2025 are from Generation Z (ages 18-27) and Millennials (ages 28-43), surpassing the general population’s 42% representation.
This shift suggests a growing interest in financial markets among younger individuals.
Tip: No matter your age, save and invest in regular increments. Check out the Savings Playbook, a meaningful way to prioritize where you save your money.
3. Cryptocurrency: A Youthful Endeavor
Cryptocurrency has garnered attention across all age groups, yet it holds particular appeal for younger investors. Despite 83% of investors acknowledging the inherent risks of cryptocurrencies, many are undeterred. Notably, 42% of Gen Z investors own cryptocurrency, a figure nearly four times higher than those holding retirement accounts (11%). This trend underscores a generational shift towards embracing digital assets.
Investing Tip: The conventional wisdom is that if you start saving and investing for retirement as early as possible, then you are on track to a comfortable future. However, the formula is unproven when it comes to crypto which ought to be considered speculation not investing. Determine how much you want to save for future goals, including retirement. Use any extra money for speculative endeavors like cryptocurrency.
4. Real Estate Platforms Are Growing in Popularity
Real Estate platforms represent the trendiest investment channel for all generations, with a 2025 growth score of
- +10.2 for Gen Z
- +5.2 for Millennials
- +3.1 for Gen X
- +0.5 for Baby Boomer+ investors
Tip: Learn more about real estate investing options.
5. Lack of Money Holds People Back from Investing
No matter the demographic, the primary reason that people don’t invest is that they simply don’t have the money to spare.
- 46% of people don’t invest because they don’t have the money
- 30% are waiting to build up their savings
- 16% fear financial loss
- 15% are paying off debt instead of investing
- 8% find it too complex
- 6% don’t have the time
- 6% want financial advice, but can’t find an advisor
- 5% don’t want to repeat previous negative investment experiences
- 4% prefer entrepreneurship over investing
Investing Tip: Start small. Save and invest. Try one of these 23 ways to boost your savings.
6. Confidence and Independence in Investment Decisions
Younger investors exhibit a high degree of confidence in managing their portfolios. Approximately 70% of Gen Z and 68% of Millennial investors feel assured in their investment decisions, compared to 60% of the broader investor base. This confidence correlates with a preference for autonomy; fewer than a third (32%) of Gen Z investors consult financial advisors, whereas over half (51%) of Baby Boomers and the Silent Generation do so.
Tip: If going it alone, be sure to have an Investment Policy Statement or establish goals for your savings and investments.
7. Younger Demographics Consider Environmental, Social and Governance in their Investing Decisions
For younger investors, financial returns aren’t the only priority—values matter too. Gen Z and Millennials are far more likely than older generations to consider Environmental, Social, and Governance (ESG) factors when making investment decisions. They want their money to support companies that align with their views on sustainability, social responsibility, and ethical governance.
The YouGov report highlights this generational divide, showing that younger investors are driving demand for ESG-focused funds and impact investing opportunities. This shift has led financial institutions to expand their ESG offerings, integrating sustainability metrics and corporate responsibility into investment strategies.
While ESG investing has grown in popularity, it’s not without debate. Some critics argue that ESG criteria are subjective, and others question whether these investments can deliver competitive returns over time. Still, for many younger investors, the ability to align their portfolios with their personal values is just as important as financial performance.For younger investors, financial returns aren’t the only priority—values matter too. Gen Z and Millennials are far more likely than older generations to consider Environmental, Social, and Governance (ESG) factors when making investment decisions. They want their money to support companies that align with their views on sustainability, social responsibility, and ethical governance.
The YouGov report highlights this generational divide, showing that younger investors are driving demand for ESG-focused funds and impact investing opportunities. This shift has led financial institutions to expand their ESG offerings, integrating sustainability metrics and corporate responsibility into investment strategies.
While ESG investing has grown in popularity, it’s not without debate. Some critics argue that ESG criteria are subjective, and others question whether these investments can deliver competitive returns over time. Still, for many younger investors, the ability to align their portfolios with their personal values is just as important as financial performance.
As demand for socially responsible investing continues to rise, it’s clear that ESG considerations are shaping the future of investing—one generation at a time.
Tip: Understand costs and expected returns when considering ESG investments.
8. Satisfaction with Different Financial Brands Varies by Age
Everyone is aware that youth is likely to follow different clothing brands than their elders. However, it may surprise you to know that there are also wide differences when it comes to financial brands.
- Bloomberg leads in customer satisfaction among all investment brands, boasting a net satisfaction score of +72.0, particularly resonating with younger investors (+76.7 for Gen Z and Millennials). The younger demographics also rank Goldman Sachs and Vanguard in their top three.
- Fidelity holds the highest satisfaction ratings among Gen X and Baby Boomer investors, with a score of +70.0 followed by Empower and Charles Schwab.
Tip: Fidelity and Vanguard are known for low fees.
Everyone Needs to Invest (and Maintain a Holistic Financial Plan)
Regardless of age, investing is essential for building wealth, achieving financial security, and outpacing inflation. However, investing shouldn’t happen in isolation—it should be part of a broader financial strategy that considers taxes, retirement planning, risk management, and personal goals.
Younger investors may favor high-growth assets like cryptocurrency, while older generations often prioritize stability and income generation. But the most successful investors—across all generations—balance risk and reward within a well-rounded financial plan. Use the Boldin Retirement Planner to create and maintain a plan, enabling better financial decision making and a path to the future you want.