GZ Insights Blog BG Copy 4

Gen Z Insights is your source for the latest Gen Z marketing trends and perspectives, presented by UNiDAYS.

Subscribe to Blog

Gen Z chooses 'head over heels' love over financial stability

by Stephanie H.
    New call-to-action

    Exploring Gen Z’s alternatives to university and what they mean for your brand

    For a generation that was already forging its own path, COVID-19 has added an entirely new fork in the road: whether or not to attend traditional...

    Gen Zs are practical. But as the only generation that values love more than money, they remind us that happily ever after isn’t about the commas in your bank account. It’s about that feeling of butterflies in your stomach.


    With their altruism, belief-driven consumerism and sensible spending habits, leave it to Gen Z to give the rest of us another reason to slink down in our collective seats...as we pretend the single-use, iced-coffee straw clamped between our lips isn’t really plastic but bamboo. Because, as it turns out, among Americans, Gen Z is the only generation to choose love (54 percent) over money (47 percent) when finding a partner with whom to share happily ever after.

    According to the Fall 2018 Merrill Edge Report, Millennials, Gen Xers and Baby Boomers care more about landing a financially solvent partner who will fund the life they want to live (at 55 percent, 59 percent and 56 percent, respectively) than being with someone who will never stop giving them ‘butterflies.’ Gen Z, on the other hand, chooses “head over heels” love.

    “I do prefer love [over money]. Money won’t matter if you don’t have people in your life that you love. I plan on having both.”  - Lilli

    Adorable? Yes. Idealistic? Perhaps -- but let’s hope not. I spoke to several college-aged men and women about dating and their pragmatic attitude surprised me. Here’s what they had to say.

    On finding people to date: In their own backyard

    As digitally connected as this generation is (and always has been), it’s interesting to note they pursue meeting potential dates the old-fashioned, analog way—in person.

    “I don’t try to look for someone to date, I prefer to just let it happen. I usually meet people in my classes or at house shows with mutual friends.”

    - Michaela

    “I just go out with my friends and see if I hit it off with anyone; then see where it goes from there.”

    - Manny

    For me, the ultimate goal when it comes to dating is to spark a natural connection with a person. That seems to happen better organically, in person.

    - Chloe

    On dating apps: meh, not so much

    Mixed bag here. Given their predilection for in-person connection and access to a deep dating pool at college, for the Gen Zers I spoke to, dating apps weren’t much of a focus or need.

    “Dating apps, terrifying! Not for me (yet). The most promising dates are usually with people I see regularly at school or work.”

    - Caroline

    “I don’t use dating apps because of my boyfriend, but if I did, I think dating apps would be a good way to meet people without the awkwardness of saying in person, “So...are you single?”

    - Emily

    “Honestly finding people to date is hard. You never really know how someone is until you meet them in person. It could go wrong really fast. I’d rather meet someone in person and see how it goes, instead of using a dating app.”

    - Manny

    On celebrating Valentine’s Day: Netflix and (probably) not chill

    Coupled or not, Gen Z approach Valentine’s Day the same way as dating: low-key and on their own terms.

    If I do celebrate Valentine’s Day, it’ll probably just be with my friends, no big plans or anything.

    - Michaela

    “I’m in a performance of the Vagina Monologues on Valentine’s Day, which I think is a celebration on its’ own. I’ll probably dress up all pink and red during the day.”

    - Chloe

    “Valentine’s Day is the perfect time to eat chocolate and watch a rom-com.”

    - Caroline

    “I’m thinking about what I could buy my dog for Valentine’s Day.”

    - Audrey

    What Gen Z's take on love means for marketers

    And there you have it. While Gen Z prioritizes love over money, it seems what they value most are relationships. Given that Gen Z current spending power is $143B in the U.S. alone, coupled with the fact that they will be the single largest group of consumers by 2020, brands might ought to consider how they can create opportunity for connection and exchanges shared over mutual interests.

    After all, isn’t that what relationships are all about?

      New call-to-action


      How to embrace inclusivity and diversity in your Gen Z marketing

      In light of recent events, we wanted to shed some light on how brands can work to embrace inclusivity and diversity in their marketing. For Gen Z, these...

      What's on the menu for Gen Z this holiday season?

      Whether it’s turkey, tabbouleh, turmeric, or tofu, Gen Z has room in its heart (and stomach) for all of it this holiday season—and beyond. 

      Let’s begin with...

      Boost sales with Gen Z this holiday (and beyond) with BOPIS

      Brick-and-mortars have cause for celebration—that is, if you’ve got a solid BOPIS scheme (aka Buy Online Pick-up In Store).

      So, the shopping apocalypse didn’t...

      Stars in their eyes: Gen Z and astrology

      Say what you will about astrology. Some live by it; others think it’s merely fiction. Whether you’re a diehard believer, a hobbyist or just a...

      Get Gen Z Insights straight to your inbox

      New call-to-action