A growing number of young adults now view asking for financial help as a sign of resilience, not failure. Money stress affects 87% of Americans, with Gen X feeling it most acutely. Nearly half feel their banks don’t understand them—and most want more empathetic support. While friends and partners are the first go-to for help, fear of judgment still holds many back.
For decades, asking for help—especially about money—was seen as an admission of personal failure. Older generations often bore that burden in silence, shaped by ideals of stoic self-reliance. But a cultural shift is underway. Today’s younger Americans are redefining vulnerability as a form of strength, emotional intelligence, and self-awareness.
According to a recent survey of 2,000 U.S. adults conducted by Talker Research and commissioned by Upstart, **71% of millennials and 66% of Gen Zers believe asking for help is a positive act**—compared to just 54% of Gen Xers and 45% of baby boomers. This generational divide reflects a broader transformation in how people relate to support, community, and financial well-being.
In fact, **60% of millennials and 57% of Gen Zers say they’re better at seeking help than previous generations**. And while independence still holds cultural weight, **one in four Americans across all age groups now say they’d choose to ask for help rather than struggle alone** when faced with a tough situation.
There’s widespread agreement that this shift is long overdue: **67% of Americans believe society should actively work to destigmatize asking for help**, whether financial, emotional, or otherwise.
But Old Fears Still Linger
Despite this progress, **53% of Americans admit they avoid asking for help because they fear being judged**—and surprisingly, **Gen Z feels this anxiety most intensely**. While 66% of them see help-seeking as positive, **64% also worry about how others will perceive them** if they reach out.
As one respondent put it: *“It’s okay to need something to lean on. It doesn’t emasculate a man or make a woman look like a damsel in distress.”* Another emphasized the need for stronger community ties: *“We need to emphasize community more. Society is too individualistic right now.”*
When people do seek support, they turn first to **friends (39%)**, **partners (36%)**, **mothers (24%)**, or **extended family (23%)**—not institutions. The emotional safety of personal relationships often outweighs the perceived coldness of formal systems.
Erin Opperman, VP of Creative at Upstart, notes: *“The stigma is slowly fading. No one should feel judged for needing support. Real progress happens when we build systems that help people move forward together.”*
Financial Stress Is Nearly Universal
The need for support isn’t abstract—**87% of Americans report feeling financial stress**, with **40% describing it as “extreme” or “significant.”** Gen X bears the heaviest load, with **46% reporting high financial stress**, likely due to the “sandwich generation” pressures of supporting both aging parents and young children.
Top stressors include:
- Living paycheck to paycheck (41%)
- Unexpected expenses (23%)
- High-interest debt (13%)
- Lack of any financial safety net (12%)
For many, a single emergency—a car repair, medical bill, or job loss—can trigger a financial crisis. And the toll isn’t just monetary: **72% say financial support would significantly improve their mental health**, rising to **77% among millennials** and **75% among Gen Xers**.
Banks Are Falling Short
Despite their central role in people’s financial lives, **48% of Americans feel misunderstood by their banks**—and **81% believe financial institutions should offer more support**.
Why the disconnect?
- 40% say banks ignore their financial stress
- 30% feel reduced to a credit score
- 26% believe they’re judged only by their account balance
Many describe their banks as **“unhelpful” (30%)** or **“out of touch” (26%)** with real-life financial challenges.
Two-thirds of respondents say they’d make **better financial decisions with more institutional support**—not just products, but genuine understanding and guidance.
Chantal Rapport, Chief Marketing Officer at Upstart, puts it plainly: *“Getting the right financial support is a major unlock. When people feel seen and supported by trustworthy partners, they can focus on what truly matters—and thrive in their lives and communities.”*
A New Expectation for Support
The message is clear: younger generations are rejecting the myth that struggling alone is noble. They’re embracing interdependence, mental health awareness, and institutional accountability. For banks and financial services to stay relevant, they must evolve from transactional entities into empathetic allies.
For millions of Americans, the issue isn’t whether they need help—it’s whether anyone is truly listening.
*Methodology:*
Talker Research surveyed 2,000 U.S. adults online between September 30 and October 6, 2025. The sample was evenly distributed across Gen Z, millennials, Gen X, and baby boomers. Participants were recruited via opt-in panels and programmatic sources, with small incentives provided. Quality controls removed bots, speeders, duplicates, and low-quality responses. Cells with fewer than 80 respondents were excluded. Statistical significance was assessed at the 95% confidence level. Data was not weighted, but quotas were used to ensure balanced representation. The survey was conducted in English and reflects the views of Americans with internet access.