New research from Quilter* has found that over a third (37%) of those aged 18 to 34 either have, or think they will need to, ask for financial help to deal with the current cost-of-living crisis.
And perhaps surprisingly – rather than 20-and-30-somethings going online, or seeking help from famous TV personalities such as Martin Lewis – research suggests that younger generations are most likely to turn to family members for guidance in their financial decisions.
For Generation Z (18-24-year-olds), family was by far the most popular option to ask for help, with four in ten (39%) saying they turned to this source compared to just 26% putting their trust in TV experts. Even 25-34-year-olds were more likely to use family members over any other source, with 44% choosing this option.
As well as giving younger family members guidance, where older generations are not under as much financial pressure during the cost of living crisis, there may be an opportunity for them to help provide financial help to younger generations in need of a savings boost.
Older generations seem open to the idea, with 59% of those aged 55 plus believing that it is important to provide financial gifts to loved ones, and 29% of respondents believing it to be very important.