Attitudes & Sentiment
Strategies to Engage Investors in the Pandemic-Inspired Financial Awakening
Order Report - Attitudes & Sentiment: Strategies to Engage Investors in the Pandemic-Inspired Financial Awakening
Report Overview
This report pulls from the new 2021 data on consumer attitudes towards saving, investing and advice. Investor sentiment is now at the highest level in a decade! Overall, people feel more positive about their finances despite concerns over inflation, the U.S. deficit and taxes. There is a renewed focus on investment goals, an increased interest in paying for professional financial advice and knowing which asset managers are managing their money.
Key Findings
- Three consumer sentiment metrics are now at the highest level of the past decade, reflecting an overall positive mood about finances and investing, with notable increases among Millennials.
- Emergency fund and vacation are still the top goals nationally, with more consumers citing investment and major purchase goals than in the past.
- More than 1 in 3 households is highly concerned about inflation and possible tax increases.
- Growing confidence parallels increases in enjoyment thinking about money, seeing value in paying for advice, and having interest in fund managers, especially in Millennials and Gen Z.
- The pandemic inspired a financial awakening of Millennials and Gen Z, markedly changing their attitudes to saving and investing, increasing awareness of trade-offs and the risk of missing opportunities.
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Sample Report Pages
Table of Contents
Methodology
1-2
Key Findings & Implications
3
Favorite Statistics
4
Related Research
5
Key Findings
6-50
1: Three consumer sentiment metrics are now at the highest level of the past decade, reflecting an overall positive mood about finances and investing, with notable increases among Millennials.
1.1: Exhibit 1.1 — Feelings about Financial Future, All Anxiety Levels: National, by Year
6
1.2: Exhibit 1.2 — Feelings about Financial Future, All Anxiety Levels: by Investable Assets, by Year
7
1.3: Exhibit 1.3 — Feelings about Financial Future, All Anxiety Levels: by Generation, by Year
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1.4: Exhibit 1.4 — Top Concerns of High Anxiety Gen X Households, 2021
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1.5: Exhibit 1.5 — Perception of Experience With Investing, All Experience Levels: National, by Year
10
1.6: Exhibit 1.6 — Perception of Experience With Investing, “Very” or “Somewhat Experienced”: by Investable Assets, by Year
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1.7: Exhibit 1.7 — Perception of Experience with Investing, “Very” or “Somewhat Experienced”: by Generation, by Year
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1.8: Exhibit 1.8 — Perception of Experience With Investing, “Very” or “Somewhat Experienced”: by Marital Status, by Year
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1.9: Exhibit 1.9 — Perception of Experience With Investing, All Levels of Experience: by Gender*, by Year
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1.10: Exhibit 1.10 — Perception of Experience With Investing, “Very” or “Somewhat Experienced”: by Gender*, by Marital Status, 2021
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1.11: Exhibit 1.11 — Risk Tolerance, All Comfort Levels: National, by Year
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1.12: Exhibit 1.12 — Risk Tolerance, “Very” or “Somewhat Comfortable”: by Investable Assets, by Year
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1.13: Exhibit 1.13 — Risk Tolerance, “Very” or “Somewhat Comfortable”: by Generation, by Year
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1.14: Exhibit 1.14 — Risk Tolerance, “Very Comfortable” by Store: All Customer Types, 2016-2021
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1.15: Exhibit 1.15 — Risk Tolerance, All Comfort Levels by Store: All Customer Types, 2021
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2: Emergency fund and vacation are still the top goals nationally, with more consumers citing investment and major purchase goals than in the past.
2.1: Exhibit 2.1 — Saving & Investing Goals, All Goals: National, 2021 vs. 2020
21
2.2: Exhibit 2.2 — Number of Saving & Investing Goals: by Investable Assets, by Year
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2.3: Exhibit 2.3 — Number of Saving & Investing Goals: by Investable Assets, 2021
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2.4: Exhibit 2.4 — Saving & Investing Goals, All Goals: National, 2013-2021*
24
2.5: Exhibit 2.5 — Retirement & Emergency Fund Goals: by Portrait of U.S. Household Wealth Asset Ranges, 2021
25
2.6: Exhibit 2.6 — Major Purchase Goals: by Portrait of U.S Household Wealth Asset Ranges, 2021
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2.7: Exhibit 2.7 — Investment Goals: by Portrait of U.S Household Wealth Asset Ranges, 2021
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2.8: Exhibit 2.8 — Investment Goals: by Generation, by Year
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3: More than 1 in 3 households is highly concerned about inflation and possible tax increases.
3.1: Exhibit 3.1 — Concerns: National, 2021
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3.2: Exhibit 3.2 — Concerns: National, by Year*
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3.3: Exhibit 3.3 — Concern About “U.S. deficit and future tax increases”: by Year
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3.4: Exhibit 3.4 — Concern About “Inflation”: by Year
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4: Growing confidence parallels increases in enjoyment thinking about money, seeing value in paying for advice, and having interest in fund managers, especially in Millennials and Gen Z
4.1: Exhibit 4.1 — All Attitudes, by Levels of Agreement on 10-Point Scale: National, 2021
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4.2: Exhibit 4.2 — All Attitudes, Top 3 Box (8-10) Levels of Agreement on 10-Point Scale: National, 2021
34
4.3: Exhibit 4.3 — All Engagement & Service Model Attitudes, Top 3 Box (8-10) Levels of Agreement on 10-Point Scale: National, by Year*
35
4.4: Exhibit 4.4 — All Employment & Retirement Attitudes, Top 3 Box (8-10) Levels of Agreement on 10-Point Scale: National, by Year*
36
4.5: Exhibit 4.5 — Macroeconomic & Political and Product, Banking & Insurance Attitudes, Top 3 Box (8-10) Levels of Agreement on 10-Point Scale: National, by Year*
37
4.6: Exhibit 4.6 — Attitude “It is important to me which investment companies manage my mutual funds regardless of whether I or a financial professional has chosen the funds,” Top 3 Box (8-10) Levels of Agreement on 10-Point Scale: by Generation, by Year*
38
4.7: Exhibit 4.7 — All Saving & Spending Attitudes, Top 3 Box (8-10) Levels of Agreement on 10-Point Scale: National, by Year*
39
4.8: Exhibit 4.8 — Top 5 Attitudes by Generation: 2021
40
5: The pandemic inspired a financial awakening of Millennials and Gen Z, markedly changing their attitudes to saving and investing, increasing awareness of trade-offs and the risk of missing opportunities
5.1: Exhibit 5.1 — Attitude “COVID-19 has changed my attitudes towards saving & investing”: by Generation and Millennials by Investable Assets
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5.2: Exhibit 5.2 — Attitude “COVID-19 has changed my attitudes towards saving & investing” by Store: All Customer Types, 2021
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5.3: Exhibit 5.3 — Summary of Open-End Verbatims by Consumers Who Agree (8-10) With Attitude “COVID-19 has changed my attitudes towards saving & investing”
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5.4: Exhibit 5.4 — Qualitative Verbatim: COVID-19 Awakened Interest in Saving & Investing
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5.5: Exhibit 5.5 — Qualitative Verbatim: COVID-19 Underscored the Importance of Being Financially Prepared
45
5.6: Exhibit 5. — Qualitative Verbatim: COVID-19 Changed Saving & Investing Habits
46
5.7: Exhibit 5.7 — Qualitative Verbatim: COVID-19 Shook Confidence in External Environment
47
5.8: Exhibit 5.8 — Qualitative Verbatim: COVID-19 as a Reminder to Enjoy Life Now
48
5.9: Exhibit 5.9 — Market Size In Millennial Households (M) and Investable Assets ($T) For Agreement With Attitude “COVID-19 has changed my attitudes towards saving & investing”: 2021
49
5.10: Exhibit 5.10 — Attitudes, National vs. All Millennials and Millennials Changed by COVID-19: 2021
50
Data Dictionary
51-61
Appendix
62
Glossary
63
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