For One in Three U.S. Consumers, the New American Dream is About Escaping Debt

Introduction

In a new survey we conducted with 1,000 U.S. consumers, a more nuanced portrait of financial success is emerging — one shaped less by status and more by freedom, peace of mind, and control over time.

Our research shows that traditional markers of wealth like high incomes, investments, or luxury lifestyles are no longer the gold standard for many. Instead, data we gathered suggests that U.S. consumers are placing greater value on financial freedom, emotional security, and practical stability.

According to our assessment, this shift may reflect more than changing financial conditions. It could point to a broader rethinking of what it means to feel secure and successful in today’s economy.

Key Findings:

• 33% of U.S. consumers say “financial success” to them means being debt-free.

• 31% of Gen Zers say “financial success” to them means flexible work and time freedom.

• 38% of women say money makes them feel anxious most days, compared to 24% of men.

• 22% of those making under $50,000 say an emergency fund of $1,000 would make them feel more secure.

• 34% of U.S. consumers picture “the American Dream” in 2026 as being debt-free first and building wealth later.

• 21% of those making under $50,000 say their debt keeps them up at night.

• 65% of Gen Zers would support rent caps in their city, even if experts said it could slow new housing.

One in Three U.S. Consumers Say Financial Success Means Living Debt-Free

In a time when wealth is often equated with net worth or lifestyle upgrades, our findings point to a different mindset taking hold. According to our recent survey, 33% of U.S. consumers define financial success as being debt-free, regardless of income or assets.

For many, the goal is no longer accumulation. It’s simply relief from debt. With rising interest rates, student loans, and credit card balances, freedom from debt has become its own measure of prosperity.

For Gen Z, Time Is the New Currency

This shift becomes clearer among younger U.S. consumers. According to our analysis, 31% of Gen Z respondents (roughly aged 18 to 27) say financial success means having flexible work and control over their time.

Rather than chasing traditional milestones like homeownership or six-figure salaries, many are focusing on autonomy. For Gen Z, the ability to choose how and when they work seems to carry as much weight as income itself, signaling a shift from earlier definitions of success.

Women Report Higher Daily Financial Anxiety

Our findings also reveal a clear emotional divide tied to money. Based on data we gathered, 38% of women said money makes them feel anxious most days, compared to 24% of men.

This gap highlights ongoing pressures that may disproportionately affect women. While many consumers in general are focused on reaching financial milestones, a significant share of female consumers may be navigating persistent financial stress at the same time.

For Lower-Income U.S. Consumers, a $1,000 Cushion Brings Security

For U.S. consumers earning less, financial security often comes down to basic protection. Our report found that 22% of respondents making under $50,000 a year said a $1,000 emergency fund would make them feel more secure.

This finding shows how impactful even a small buffer can be. While higher earners may focus on flexibility or long-term growth, some lower-income U.S. consumers are working toward basic protection from short-term disruptions like car repairs, medical expenses, or missed paychecks.

The American Dream Is Being Rewritten

Debt freedom is shaping how people imagine their future. When asked to picture their ideal financial situation in 2026, 34% of U.S. consumers said they want to be debt-free first, with wealth-building coming later.

This response reflects a growing belief that progress starts with clearing what is owed. For many, success is no longer tied to rapid upward mobility but to stability and peace of mind.

Debt Is Costing Sleep for Lower-Income U.S. Consumers

Our research also captured the personal toll of debt. According to our findings, 21% of U.S. consumers earning under $50,000 said their debt keeps them up at night. This stress extends beyond monthly bills. It affects rest, focus, and overall well-being. While debt-free living remains a long-term goal for many, debt is a daily presence with immediate consequences for some in this group.

Gen Z Supports Rent Caps Despite Housing Tradeoffs

Housing costs are another major concern for younger U.S. consumers. Insights from our survey show that 65% of Gen Z respondents support rent caps in their city, even after being warned that such policies could slow new housing development.

This stance reflects a focus on immediate affordability. With rents rising faster than wages nationwide, many Gen Zers favor protections that help them stay housed now rather than waiting for future supply increases.

Summary

Taken together, our findings paint a hopeful picture of U.S. consumers reshaping their relationship with money through intention and clarity. Across income levels, generations, and gender lines, people are defining success less by accumulation and more by freedom, stability, and fulfillment.

Whether it’s the peace that comes with a small emergency fund, the relief of becoming debt-free, or the flexibility to shape one’s own schedule, U.S. consumers are choosing financial goals that align with their lives.

Find the full survey and responses here.

Methodology

This report is based on an original survey conducted by the authors in December 2025 among 1,000 adults across the United States, via Pollfish. The survey was designed to capture how U.S. consumers define financial success, experience financial stress, and think about money, work, and stability in the near future.

Respondents represented a broad mix of ages, income levels, and genders. All questions and analyses were developed internally, and the findings reflect firsthand insights gathered exclusively for this study. As a result, the data and conclusions presented here are unique to this research and offer an original snapshot of American financial attitudes at this moment in time.

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