A growing number of Americans are reevaluating their financial habits amid rising concerns about everyday affordability, according to survey data from Equitable.
In its latest quarterly poll of 1,000 consumers, Equitable found that 80 percent of respondents – spanning all income levels – are worried about the rising cost of living. Nearly half said they plan to make changes to how they manage their finances in 2025, with many looking to reduce stress and improve financial security.
Among those planning to shift their financial behavior, the most common goal is to increase monthly savings. Four in 10 respondents said they intend to set aside at least $500 more each month. That number jumps to nearly seven in 10 among mass affluent respondents, defined as those earning $90,000 or more per year. About half of all participants also indicated they plan to increase household income or cut spending.
Inflation continues to be the most cited obstacle to financial stability, mentioned more than twice as often as any other concern in Equitable's survey. Despite a significant drop in inflation from its 40-year high in mid-2022, perceptions about economic volatility remain elevated. Six in 10 respondents described the economy as highly volatile.
Reinforcing that sentiment, Allianz Life’s first-quarter 2025 market perceptions study found 71 percent percent of respondents expect inflation to worsen over the next 12 months, up from 60 percent at the end of 2024. Three in four expressed concern that new tariffs could further increase their cost of living.
Retirement planning and short-term investments are also being affected. Seventy-three percent of those surveyed by Allianz Life said rising living costs could jeopardize their retirement goals, and 67 percent are worried that their short-term holdings aren’t earning enough to keep up with inflation.
Market confidence also appears to be weakening. Allianz Life reported that 51 percent of Americans are concerned about a potential market crash – up five percentage points from the prior quarter – while only 26 percent feel comfortable investing under the current environment. That’s down from 31 percent in late 2024.
Growing uncertainty may be prompting more Americans to seek guidance. Fifty-nine percent said they have recently reached out to a financial professional or intend to do so in response to market conditions, up from 51 percent in the previous quarter.
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