Money on the Mind 

4 hours a day—and counting

Americans spend nearly 4 hours a day thinking about money. It’s the equivalent of a part-time job, and more time than most people spend preparing meals or exercising combined.¹ Nearly half of Americans (45%) say thinking about money motivates them to take action to reach their long-term goals.

Time spent thinking about money by generation

• Gen Z: 4.82 hours/day
• Millennials: 4.73 hours/day
• Gen X: 3.74 hours/day
• Boomers: 2.4 hours/day

More than half (54%) say they’re thinking about money more often than they did last year.

What are people thinking about? For most, it's quality of life considerations: Bills (57%), inflation and rising prices (51%), housing costs (34%), debt (30%), tariffs (28%), and retirement savings (24%).

In fact, a majority (55%) of Americans say they think about their retirement weekly, or daily (27%). One in 4 (22%) high-income earners have retirement on the mind multiple times a day. 

Checking in – and in 

People are not just thinking about finances—they’re checking in, and in. Nearly one-fifth of the population (17%) checks their financial accounts, including credit cards and investments, multiple times per day, and a quarter (24%) checks their bank account daily. Keeping a close eye is more common among younger adults: 24% of Gen Z and 21% of Millennials monitor accounts several times a day, compared to just 10% of Boomers.

The time of day matters, too. Gen Z is most likely to think about money in the late afternoon, between 2 p.m. and 5 p.m., whereas Millennials and Gen X report an uptick in financial thoughts between 8 p.m. and 11 p.m., when the day slows down.

When money keeps Americans up at night 

Over a third of Americans (36%) say they lose sleep over financial worries, and for Millennials, that number jumps to 44%. Boomers report sleeping better: just 24% say money keeps them up at night.

Even during the day, 38% say money-related thoughts interfere with their ability to focus, and close to 2 in 5 say it strains relationships with friends and family (38%). In fact, over half (53%) say they’re feeling financial stress more acutely than ever (62% Gen X, 41% Baby Boomers).

But there's a flip side: motivation

One third (33%) are thinking about how to grow their money, and how to achieve long-term security (30%). Some 35% say they actively work to improve their financial situation when these thoughts arise, with Millennials among the most proactive (40%).

These actions are paying off. One in 5 (20%) respondents report significantly improving their credit score. Another 20% have paid off meaningful debt, created a successful budget (19%) or spending plan (19%).

Seeking information and advice

With money top of mind, Americans are searching for insights they can trust. About 1 in 5 people seek out financial news multiple times a week, and nearly half say that trusted financial information helps them make smarter decisions (41%). High-income earners report they are seeking out financial news and insights at least once per day (31%). A third of respondents say that talking with a financial advisor helps clarify their thinking around money and financial goals (33%).

Notably, younger adults are leading the way in financial curiosity. Millennials, in particular, value financial education—52% say they place a high importance on financial insights and news (46% overall). More than half say they follow financial news to stay informed. Inflation and cost of living (49%) are the top topics people are researching, followed closely by budgeting (35%), saving (35%), and broader economic forecasts (27%).

What would help ease the pressure?

When asked what would reduce their financial stress, nearly half said a higher income (47%) would ease their worries, while 45% pointed to lower living expenses. Broader economic improvements (29%) and debt elimination (28%), and a larger emergency fund (24%) were also top responses. Notably, almost 1 in 5 (18%) people said a detailed financial plan would go a long way toward helping them feel better about their finances (25% Gen Z, 23% Millennials).

To keep up with rising costs and financial anxiety, Americans are cutting back: 53% have reduced dining out; 46% are buying fewer non-essentials; 40% are scaling back entertainment; 39% are postponing travel or vacations; 33% are canceling subscription services; 29% are passing on social activities with friends.

Nearly 1 in 4 adjust their spending habits every month due to financial concerns, and 17% recalibrate weekly.

Money mindset: focus on the future

Americans can’t stop thinking about their finances, but for many, it’s because they are dreaming of a bright future. Nearly half of Americans (47%) say they feel confident they will reach their financial goals.

Methodology:

Empower’s “Money on the Mind” study is based on online survey responses from 2,206 Americans ages 18+ from June 10-12, 2025. The survey is weighted to be nationally representative of U.S. adults.