25% of Consumers Say Their Cost-Cutting Plans Still Work

The clearest sign of consumer strain may not be what households are cutting, but how many different ways they are trying to keep up.

That is the central takeaway from “Generations Under Pressure: How Younger Consumers Are Coping With Higher Living Costs,” the latest PYMNTS Intelligence Generational Pulse Report. Based on a survey of 2,747 U.S. adult consumers, the report finds higher living costs are a growing burden: 51% of consumers say daily expenses are difficult to manage.

But the more telling split is generational. Younger consumers are using more tools to manage cash flow, while older consumers tend to rely on fewer levers. The result: households adapting in real time, even as confidence in those strategies weakens.

The coping story starts with a shared baseline. Between 60% and 75% of consumers in every age group have cut daily spending. That’s expected, given that grocery stress is nearly universal and housing, healthcare and savings pressures remain elevated.

The divergence is determined by age. Older consumers lean on restraint, cutting expenses, delaying big purchases and absorbing the pressure where they can. Baby boomers and seniors are also the most likely to report taking no action at all: 25% say they have no coping strategy.

Younger consumers are building something broader. Bridge millennials, millennials and Gen Z consumers are more likely to combine spending cuts with gig work, borrowing from family or friends, bill negotiation, buy now, pay later options and shifts in savings behavior — a layered financial patchwork that signals resourcefulness, but also a thinner margin for error.

Key Findings:

50% of consumers use two or three coping strategies to manage rising living costs, while 16% use four or more.

23% of bridge millennials, 22% of millennials and 21% of Gen Z consumers use four or more strategies, compared with 8% of baby boomers and seniors.

The share of consumers who say their coping strategies are extremely or very effective fell to 25% in January from 34% in October.

That last point is the warning sign. Consumers are not standing still. Many are taking action, and younger adults in particular are showing flexibility.

They are cutting spending, seeking extra income and using payment tools to match expenses with available cash. But effort is no longer translating into control at the same rate.

For banks, payment providers and FinTechs, the opportunity is practical. Consumers may not need another reminder to budget harder.

They may need clearer visibility into bills, better timing around recurring expenses, safer short-term liquidity options and payment plans that are easy to understand. Healthcare, groceries and housing are not occasional expenses. They are monthly cash-flow tests.

The positive reading is that households are engaged. They are watching expenses, changing behavior and looking for ways to adapt.

The challenge for financial services firms is to meet that effort with tools that reduce complexity, not add to it. As higher costs linger, the next stage of consumer finance may be less about encouraging people to do more and more about helping them make the moves they are already making work better.