What Matters Now® Consumer Research 2026: American Reality vs. the American Dream
Race, income and generation are reshaping the American dream
The American Dream is not one size fits all. It varies by race, income and generation — and those differences shape how people experience financial progress today.
What Matters Now® 2026 explores the gap between American reality and the American Dream through a multicultural and multigenerational lens. Drawing on insights from nearly 9,000 consumers nationwide, this research helps decision makers better understand how lived experience influences financial needs, expectations and pathways to wellbeing — and how they can show up more effectively for the members they serve.*
Multicultural and multigenerational consumer perspective
As the U.S. becomes more multicultural and as Gen Z and Millennials move through new life stages, financial institutions must better understand the people they serve.
This year's report includes groups often underrepresented in financial research — including Native American, Multiracial, Gen Z and neurodivergent consumers — shining light on how today's economic environment and advancements in technology like AI are shaping consumer realities.
Download our research now!
Key insights shaping the American dream
People
- Gen Z stands out in today’s market: diverse, family-dependent financially, and entering adulthood unlike any prior generation.
- Financial worry is widespread but uneven — shaped by race/ethnicity, generation and neurodivergence.
- Neurodivergent consumers worry more about finances—despite similar earnings and higher employment.
- A growing number of people (46%) say salary isn’t enough and you need a hustle to get by.
Primary Financial Institution (PFI)
- National banks and credit unions still lead as PFIs, but money and payment services have surged, signaling fragmentation and experimentation.
- Credit unions retain their Net Promoter Score advantage even as competition intensifies.
Products
- Core financial products remain common, but ownership varies by race/ethnicity.
- Loan and insurance interest is strongest among Black, Indigenous and People of Color (BIPOC) and younger consumers, reflecting aspiration as much as necessity.
- People want to build financial security, but have different needs and solutions. Pathways must be clearer and more inclusive.
Promotion and influence
- Family and friends dominate influence across segments, especially among Hispanic, Asian and Gen Z consumers.
- Mobile, social and digital channels increasingly guide discovery and representation and cultural relevance matter.
Process and experience
- Mobile apps and digital interactions are the preferred channel across nearly all segments.
- Digital app satisfaction gaps persist for BIPOC and Gen Z consumers, signaling unfinished work within digital financial experiences.
Partnerships and community
- Food insecurity and housing affordability dominate social issues consumers care about. Up significantly since 2022.
- Which financial institutions consumers want to do business with is increasingly influenced by social relevance and community presence, not just financial value.
About the research
Based on quantitative research conducted with Ipsos and qualitative research conducted by TruStage®, What Matters Now® reflects insights from 8,813 U.S. consumers in English and Spanish. The study is designed for trend comparison from 2022–2026 and includes perspectives across race and ethnicity, generation, income, gender identity and neurodivergence. Explore the 2022 What Matters Now® research report to see how consumer perspectives have shifted over time.
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