Key stat: Cost of living is the top concern for global Gen Zers (39%) and millennials (42%), according to December 2024 data from Deloitte.

Beyond the chart:

• Jobs and unemployment are among the top economic concerns of US Gen Zers (21%), according to a March survey from ThinkNow Research.
• Inflation is the top economic concern for US Gen Zers (26%), US millennials (31%) and US Gen Xers (36%), according to ThinkNow Research.

Use this chart: Marketers can use this chart to inform messaging tailoring around value-driven products, flexible pricing, and wellness.

Related EMARKETER reports:

• US Banking Consumer Habits by Generation 2024 (EMARKETER subscription required)
• Gen Z Technology and Media Preferences 2025 (EMARKETER subscription required)

Note: Respondents were asked, "Of the following issues, please rank your top three concerns with your first selection being the issue that is most concerning."

Methodology: Data is from the May 2025 Deloitte "2025 Gen Z and Millennial Survey." 23,482 consumers worldwide were surveyed online between October 25-December 24, 2024 that include 14,751 Gen Z and 8,731 millennials—across 44 countries in North America, Latin America, Western Europe, Eastern Europe, the Middle East, Africa, and Asia-Pacific. In addition to the quantitative survey, Deloitte also conducted qualitative interviews with select respondents. Open-ended questions were included in the survey, and ethnographic-style one-on-one interviews were conducted separately from December 19, 2024-January 10, 2025. All quotes in the report are attributed by generation and gender. Gen Z respondents were defined as born between January 1995 and December 2006, while millennial respondents were born between January 1983 and December 1994.