How Social Media and Influencers Are Shaping Gen Z’s Money Mindset

(3 Minute Read) — At Unitus, we know that your financial journey is as unique as you are. For many, social media has become a go-to place for money tips, trends, and inspiration. While these ideas can spark new ways of thinking about money, they can also carry risks if followed without a solid plan. That is why we are here to help you make informed decisions that work for your life.

A recent survey found that 68% of Gen Z have tried a financial trend they saw online, compared to 51% of Millennials, 27% of Gen X, and 12% of Boomers. Among Gen Z, TikTok (39%) and Instagram (34%) are the most common places to find money advice, followed by Facebook (23%) and podcasts (17%).

Here is a look at some of the most popular viral money trends, what they mean, and how they can either help or hurt your financial health.

Soft Saving

What it is: Instead of aggressively building long term savings, soft savers set aside money while also prioritizing spending on experiences, hobbies, and self care in the present.

Potential benefits: Can help reduce stress and burnout by balancing financial planning with enjoying life today.

Risks: If savings goals are too relaxed, you might not have enough set aside for emergencies or retirement.

Loud Budgeting

What it is: Being upfront about your budget goals, sometimes posting about them online or telling friends directly (“I cannot go out tonight, I am saving for a trip”).

Potential benefits: Encourages accountability and normalizes setting boundaries. Loud budgeters report saving an average of $629 per month.

Risks: Public accountability can backfire if comparisons or pressure from others make you feel guilty or discouraged.

Cash Stuffing

What it is: A physical budgeting method where you put cash into labeled envelopes for categories like groceries, dining, or entertainment. Once the envelope is empty, spending stops.

Potential benefits: Creates clear spending limits and a visual connection to your money, which can encourage discipline.

Risks: Cash can be lost or stolen, and you may miss out on credit card rewards, fraud protection, or interest earned in savings accounts.

Doom Spending

What it is: Spending impulsively, often on big or unnecessary purchases, to cope with stress or uncertainty.

Potential benefits: Offers short term emotional relief.

Risks: Can lead to regret, debt, and even more stress in the long run.

“Girl Math” or “Free Money” Thinking

What it is: Playfully justifying purchases by bending logic, like thinking a sale discount equals “free” money to spend elsewhere.

Potential benefits: Can make money conversations more approachable and less intimidating.

Risks: May normalize unhealthy spending habits or make overspending feel harmless.

How to Make Trends Work for You

If you try one of these trends, make sure it supports your long term financial goals. A few ways to stay on track:

• Start with a plan: Use the budgeting tools in Unitus Digital Banking to track your spending and savings progress.
• Build a safety net: Before following trends like soft saving, make sure you have an emergency fund. Unitus Rewards is an automatic savings program that can help build your savings.
• Mix methods: Pair the short term focus of cash stuffing with the long term power of automatic savings or investments.
• Think critically: Remember that what works for someone on TikTok might not fit your lifestyle or financial situation.

At Unitus, we believe financial wellbeing is about more than following the latest trend. It is about building lasting habits that fit your life today and prepare you for the future you want. That is why we offer resources to guide you at every stage, including personal financial coaches who can help you set and reach your goals. Explore our Financial Wellbeing resources, including personalized coaching, debt management tools, and financial education resources, to start creating a plan that works for you.