Bye-bye Doom Spending: How inflation is changing Gen Z's approach to money

Changing times demand changing consumer behavior - and that is exactly what is happening right now.

Rising prices for fuel, food and housing are causing Gen Z to rethink their impulsive consumption. “Doom Spending” and “Revenge Travel” are losing relevance - in favor of a more conscious, more sustainable use of money.

More mindfulness instead of a shopping spree

According to the current Wells Fargo Money Study 2025 over 75 % of Americans are reducing their spending - a clear increase on the previous year. Particularly exciting: Gen Z, long known for rather impulsive financial decisions, is increasingly developing an awareness of saving, investing and budgeting.

The “sticker shock” - the surprise of drastically increased prices - is forcing many people to rethink their spending and postpone trips or major purchases.

Social media as a double sword

While platforms such as Instagram and TikTok continue to fuel consumer trends, it is clear that Gen Z is becoming more selective.

Instead of being tempted by glossy feeds to make ill-considered purchases, the demand for real financial education and professional advice. The days when influencers alone could influence financial decisions are over.

Why this is important for brands

For companies and brands, this change means that content needs to focus even more on real added value and Authentic community connection set.

Campaigns that aim to trigger short-term buying impulses are encountering a generation that takes a closer look, compares - and makes conscious decisions.

Winning on social media in particular Transparency, Storytelling around financial responsibility and Real user experiences importance.

A step in the right direction? 

Gen Z is slowly moving away from impulsive “doom spending”. If you want to score points on social media today, you have to offer real relevance - and understand that likes alone do not mean loyalty.