A significant portion of Americans face financial anxiety due to high living costs, tariffs, and job instability influenced by AI. A Life360 survey reveals that 71% feel economically vulnerable, with anxiety levels rising since 2025. While people are reducing expenses in dining, online shopping, and vacations, spending on safety and security measures, such as home security and emergency alerts, has notably increased. Millennials and Gen Zers are particularly focused on safety, emphasizing it over wellness, unlike older generations which prioritize health and wellness.
In moments of elevated economic uncertainty, the premium on security increases: investors seek safe assets, businesses prioritize safe investments, and families double down on peace of mind.
71% of Americans now feel economically vulnerable with 64% admitting their anxiety has increased since the start of 2025, while the top three emotions were stressful, nervous, and crazy.
While consumers are cutting back on dining, online shopping, and vacations, spending on safety and security tools has increased, with 21% investing more.
Younger generations, especially Millennials and Gen Zers, prioritize safety and security in modern times, contrasting with Gen X and Baby Boomers who focus on health and wellness.
#economic-anxiety #consumer-behavior #spending-habits #safety-and-security #generational-differences
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