For Baby Boomers, It’s Still All About Retirement

Among the varying financial behaviors observed across generations, baby boomers stand out as the sole demographic where proactive financial planners constitute a majority, marking a distinct approach to managing personal finance.

The PYMNTS Intelligence report “The Two Money Mindsets Shaping How Consumers Manage Their Finances,” an exclusive installment in the “New Reality Check: The Paycheck-to-Paycheck Report” series, illuminates the behavioral patterns defining how consumers in the United States manage their finances, transcending income levels.

Based on a survey of 2,878 U.S. consumers from Jan. 8 to Jan. 20, the research identifies two core financial personas: “planners,” who are strategic and proactive in managing cash flow, and “reactors,” who typically handle bills as they arise, often relying on credit.

There is a shifting balance, where economic pressures are reshaping financial habits, even among high earners. The report finds that 40% of consumers are planners, diligently managing their monthly cash flows and credit with strategic foresight, while the remaining 60% operate with a reactive approach. Understanding these distinctions is crucial for financial institutions aiming to foster stability and growth.

Specific insights into baby boomers highlight their unique financial priorities and management styles:

Baby boomers are the only generation where planners make up the majority, with 54% falling into this proactive category. This contrasts with younger generations, particularly millennials and Generation Z, who predominantly exhibit reactive financial behaviors, with 73% of Gen Z consumers identified as reactors. This disparity suggests that financial habits may evolve with age and experience.

This generational difference in financial behavior reflects divergent priorities. Baby boomers prioritize financial stability and maintaining security in later life, as 22% of them cite saving for retirement as their most pressing financial goal, a figure nearly three times higher than that of Gen Z.

While baby boomers focus on stability, younger generations like Gen Z are more inclined toward financial risk-taking. For example, 6.8% of Gen Z aim to start a business, a goal eight times more common among them than among boomers. Gen Z also places a higher emphasis on objectives such as homeownership and career investments like education, indicating a pursuit of growth opportunities that can sometimes take precedence over immediate financial stability. This divergence underscores the need for flexible financial solutions that cater to both the risk-taking aspirations of younger savers and the long-term stability goals of older individuals.

Beyond generational distinctions, the report reveals broader trends in consumer financial management. The overall share of planners has decreased since February 2024, potentially indicating rising financial strain and a greater reliance on revolving credit and reduced savings.

High-income consumers increasingly exhibit reactive financial behaviors. Since February 2024, the proportion of high-income planners dropped by 25%, with 52% now reactors, suggesting that even affluent individuals face new pressures from inflation or shifting spending habits.

The study also notes that planners dedicate 12% of their monthly budget to savings and investments, more than double the 5.6% allocated by reactors. While nearly 30% of planners prioritize retirement savings, 30% of reactors focus on debt repayment, highlighting ongoing financial burdens that impede long-term wealth accumulation.

These collective findings underscore the need for financial institutions to provide tailored solutions — such as debt reduction tools and gradual savings growth for reactors, and enhanced investment opportunities for planners — to effectively navigate the dynamic economic environment.