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July/August 2026
How Gen Z Invests
Gen Z investors (ages 17-29) adopt a more experimental, socially connected approach to investing compared to their Gen X parents (ages 46-51) and Baby Boomer grandparents (ages 62-80). They often prefer fastpaced investments like cryptocurrency and focus more on expenses and trends than on traditional long-term stability. Technology and social media are main sources of investment information, frequently engaging with platforms such as TikTok and Reddit.
Stock Ownership
The investment environments and goals of each generation influence the stocks they choose. Gen Z's investing experiences are shaped by meme stocks—stocks that gain popularity on social media and quickly surge in price—and by a tough housing market. Their parents likely received more traditional guidance, focusing on dividend-paying and large-cap stocks. According to a 2025 study,* growth stocks are most popular among Gen Z (45% ownership), followed by US stocks (42%). Their parents and grandparents favor the opposite: US stocks (56%) and growth stocks, 45% and 43% respectively.Gen Z also:
- Finds small-and mid-cap stocks and dividend stocks less attractive than their parent and grandparents.
- Is nearly three times more likely to hold speculative (13%) than Boomers (4%) and 50% more likely than Gen X (9%).
- Is more bullish on value stocks (39%) and REITs (23%) than their parents (9%/15%) and grandparents (4%/9%).
Sixty-four percent of Gen Z considers dividend investing a side hustle, compared to 28% of Gen X and 15% of Boomers. And Gen Z is learning how to do it on YouTube and TikTok, rather than consulting a professional advisor.
Investing preferences align with broader generational trends, such as younger investors being more likely to own cryptocurrency and use AI. Survey results also suggest that older investors, with an eye toward retirement, are more likely to invest in defensive sectors and industries, such as energy and utilities and consumer staples to protect their portfolios.
Not All That Different
Younger investments aren't all that different than their elders. Gen Z most values long-term gains and strong company management, and views tech as highly likely to deliver strong returns. Most of all, they see friends and family as trusted sources of investment advice.Now, mid-year, may be a good time to talk investing with them, while respecting their views, which may differ from yours. You'll gain insight into their investment philosophies that could help if you're contemplating stock gifts to family as part of your estate and gift strategy. It's also a good time to introduce younger family members to your trusted advisor, who can counsel them on investing in line with their personal style to help them reach their goals.
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Adan H. Diaz and Bryce McLeish offer products and services using the following business names: FRESCO Financial Advisers – insurance and financial services | Ameritas Investment Company, LLC (AIC), Member FINRA/SIPC – securities and investments | Ameritas Advisory Services (AAS) – investment advisory services. AIC and AAS are not affiliated with FRESCO Financial Advisers. The information you provide us is the basis for the recommendations we make to help you meet your unique financial goals and objectives. If you experience a change in your financial situation or investment objectives, or if you wish to modify or add any restrictions concerning the management of your account, please contact us. Products and services are limited to residents of states where the representative is registered. This is not an offer of securities in any jurisdiction, nor is it specifically directed to a resident of any jurisdiction. As with any security, request a prospectus from your representative. Read it carefully before you invest or send money. A representative will contact you to provide requested information. Representatives of AIC and AAS do not provide tax or legal advice. Please consult your tax advisor or attorney regarding your situation.
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