From Social Feeds To Stock Portfolios: Inside The Mind Of Gen Z Investors

What influencers, algorithms, and impact say about how Gen Z are building wealth in a changing world.

With technology transforming the way we work, globalisation changing how we connect, and a cost of living crisis directly impacting our spending habits, Gen Z are rethinking money, success, and wealth creation as they progress through their careers.

Born between 1995 and 2010, Generation Z includes students finishing high school, young people studying at university while juggling part-time work, and early-career professionals. With McCrindle projecting that Gen Z will make up a third of the Australian workforce by 2030, the question for businesses and brands becomes clear: what does this generation value when it comes to spending, saving, and investing?

Gen Z’s Financial Future

As they look ahead, Gen Z face a financial landscape that looks very different to that of their parents and grandparents. Many are burdened with student debt, with the number of outstanding HECS debts more than doubling between 2005 and 2020. Over the same period, the average debt has jumped from $10,400 to $23,300, according to the Parliament of Australia.

Home ownership, once seen as the cornerstone of financial stability, now feels increasingly out of reach. Today, the average mortgage costs eight times the annual salary of a 34-year-old in Australia, compared to just three times in 1990 as highlighted by Greg Jericho, Chief Economist At The Australia Institute.

Unsurprisingly, this shift is contributing to widespread financial anxiety, with ASIC reporting that 82% of Gen Zs in Australia feel financially stressed. Whilst feeling uncertain about their financial futures, the same study found that this generation is twice as likely than other generations to better manage their finances in response to the cost of living crisis.

Meet The Next Generation Of Investors

For generations, home ownership has been seen as the most effective way to build wealth. Today, Baby Boomers hold nearly half of Australia’s private wealth, with Australians aged 60 and over owning a combined $4.5 trillion in assets, largely tied up in property according to a recent realestate.com article.

With the property ladder feeling more like a pipe dream for many young people, Gen Z is finding other ways to build financial independence. Side hustles and early-stage investing are at the top of the list. According to the MLC Financial Freedom Report, three in ten Gen Zs are working to develop additional income streams, and one in five are already investing in shares to strengthen their financial position.

Young people aren’t waiting to set themselves up for financial success in the future either. The World Economic Forum finds that 30% of Gen Zs began investing during university or early adulthood. That’s compared to 15% of millennials, 9% of Gen X, and just 6% of Baby Boomers at the same age. In the UK, The Royal Mint reports that 80% of 16 to 25 year olds are regularly investing, with more than half of them setting aside around £200 (AUD400) each month for their investment portfolio. Collectively, young people in the UK are expected to invest $19 billion in the year ahead.

Making Investing Accessible

With a growing number of Gen Zs already building investment portfolios, we're seeing some clear differences in how they approach wealth creation when compared to other generations. This generation is taking a distinctly digital path, turning to fintech tools and AI to manage their money.

Investment platforms like Robinhood, Acorns, and Raiz are simplifying the process and making investing accessible to everyone with 23% of Gen Z investors now say they rely exclusively on financial technology (fintech) platforms. Only 66% of Gen Zs today hold a traditional brokerage account to manage their investments, compared to 92% of Baby Boomers according to MacroMonitor.

As digital natives, Gen Z expect investing platforms to feel as easy to use as the social media apps they grew up with. They’re not just looking for functionality, they want clean, user-friendly design that makes finance feel accessible, not intimidating. Robinhood is a great example of a brand that’s nailed this. By stripping back complexity and focusing on simple, thoughtful design, Robinhood turned investing from something that once felt exclusive and overwhelming into a process that’s approachable, even for first-time users. It’s this kind of seamless, design-led experience that’s helping platforms like Robinhood win over younger investors who are eager to learn but expect digital products to meet them where they are.

Looking ahead, AI is also set to play an even greater role. Research from the World Economic Forum shows that 41% of Gen Z and Millennials would trust an AI assistant to manage their investments, compared to just 14% of Baby Boomers.

This is a generation that are leveraging digital tools that make it easier than ever before to make smart investments, and in the process setting themselves up for financial success in an increasingly uncertain future.

The Rise of #FinTok

Gen Z aren’t just using digital tools to guide their financial decisions, they’re also turning to social media to get advice from others. The rise of #FinTok, a corner of social media platform, TikTok focused on financial literacy and investing, is evidence of this shift. The hashtag has amassed over 4.5 billion views, and 70% of Gen Z investors now say they use social media and financial influencers (finfluencers) to help inform their decisions, according to Yahoo Finance.

Platforms like LinkedIn, Instagram, and Reddit are also proving popular with 46% of young investors consulting LinkedIn regularly to inform their investment decisions. Over half (53%) of young investors say that specialist ‘finfluencers’ were important to shaping their approach to investing, narrowly beating financial media at 52%. 

While some may question the quality of information being shared, many financial experts believe this shift is helping create a more diverse, engaged investor base. Susannah Streeter, the Head Of Money and Markets at Hargreaves Lansdown said “In many ways it is encouraging that social media is prompting a more diverse range of investors to start putting their money into financial markets,” in an interview with CityAM on the topic. 

Gen Z’s approach is both digital and social. They trust influencers, value community-based advice, and want financial information to be engaging, relevant, and easy to access.

Social Impact Investing

Finally, Gen Z are making it clear that impact matters. This generation is deeply values-driven, and that shows in their portfolios. Increasingly, they are backing brands that align with their beliefs and using their money to make a difference.

Just as we’ve seen a rise in conscious consumption in retail, we’re now seeing a similar trend in investing. Morgan Stanley reports that 68% of Gen Z and 65% of Millennials have more than 20% of their portfolios invested in companies or funds focused on creating positive social or environmental impact. That’s compared to just 37% of Gen X and 22% of Baby Boomers.

According to a 2023 RCI study, nearly half of Gen Z and Millennial investors believe sustainable investments should actively do good, not just avoid harm. That’s a significant shift in investment philosophy and one that businesses can’t afford to ignore.

What Can We Learn?

As Gen Z steps further into their economic power, businesses and brands need to re-evaluate how they engage with this emerging generation of investors.

Financial wellbeing is a major priority. Raised in a time of uncertainty, Gen Z is taking proactive steps to build wealth earlier than generations before them. They aren’t waiting for permission or traditional milestones to get started.

Digital-first experiences are a given. Gen Z expects intuitive platforms, smart technologies, and transparent tools that put them in control of their finances.

Social media plays a critical role in shaping financial behaviour. Advice from creators, peers, and community voices is often more trusted than corporate communications. Brands that want to connect need to show up where young investors are already listening.

Values matter. Gen Z backs businesses that walk the talk on sustainability, social good, and ethical practices. Profit alone is no longer persuasive.

As Generation Z continue to progress through their careers and grow their wealth, now is the time to build trust. Brands that connect with Gen Z in meaningful, authentic ways today will be the ones they invest in tomorrow.

About The Author:

Scott Millar is a business leader, keynote speaker, and generational consultant on a mission to help organisations navigate the ever-changing future of work. Launching his business in early high school, Scott has spent the past 10 years working with young professionals and business leaders around the world to explore how technology and innovation are changing the way we live, work, and learn. 

To find out more about Scott and to book him to speak at your next event, head to: www.iamscottmillar.com/speaking