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Rogelio Gonzalez, CRPC®, CSRIC™
Financial Planner
Prudential Advisors
Pacific Northwest Financial Group
1700 SE Mile Hill Drive, Suite 264
Port Orchard, WA 98366
Phone: 360-919-4271
Email: rogelio.gonzalez@prudential.com
Website: www.prudential.com/advisor/rogelio-gonzalez
July/August 2026
How Gen Z Invests
Gen Z investors (ages 17-29) adopt a more experimental, socially connected approach to investing compared to their Gen X parents (ages 46-51) and Baby Boomer grandparents (ages 62-80). They often prefer fastpaced investments like cryptocurrency and focus more on expenses and trends than on traditional long-term stability. Technology and social media are main sources of investment information, frequently engaging with platforms such as TikTok and Reddit.
Stock Ownership
The investment environments and goals of each generation influence the stocks they choose. Gen Z's investing experiences are shaped by meme stocks—stocks that gain popularity on social media and quickly surge in price—and by a tough housing market. Their parents likely received more traditional guidance, focusing on dividend-paying and large-cap stocks. According to a 2025 study,* growth stocks are most popular among Gen Z (45% ownership), followed by US stocks (42%). Their parents and grandparents favor the opposite: US stocks (56%) and growth stocks, 45% and 43% respectively.Gen Z also:
- Finds small-and mid-cap stocks and dividend stocks less attractive than their parent and grandparents.
- Is nearly three times more likely to hold speculative (13%) than Boomers (4%) and 50% more likely than Gen X (9%).
- Is more bullish on value stocks (39%) and REITs (23%) than their parents (9%/15%) and grandparents (4%/9%).
Sixty-four percent of Gen Z considers dividend investing a side hustle, compared to 28% of Gen X and 15% of Boomers. And Gen Z is learning how to do it on YouTube and TikTok, rather than consulting a professional advisor.
Investing preferences align with broader generational trends, such as younger investors being more likely to own cryptocurrency and use AI. Survey results also suggest that older investors, with an eye toward retirement, are more likely to invest in defensive sectors and industries, such as energy and utilities and consumer staples to protect their portfolios.
Not All That Different
Younger investments aren't all that different than their elders. Gen Z most values long-term gains and strong company management, and views tech as highly likely to deliver strong returns. Most of all, they see friends and family as trusted sources of investment advice.Now, mid-year, may be a good time to talk investing with them, while respecting their views, which may differ from yours. You'll gain insight into their investment philosophies that could help if you're contemplating stock gifts to family as part of your estate and gift strategy. It's also a good time to introduce younger family members to your trusted advisor, who can counsel them on investing in line with their personal style to help them reach their goals.
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Rogelio Gonzalez is a Financial Planner with and offers securities and investment advisory services offered through LPL Enterprise (LPLE), a Registered Investment Advisor, Member FINRA/SIPC, and an affiliate of LPL Financial.
"Prudential Advisors" is a brand name for the propriety retail sales channgel of The Prudential Insurance Company of America ("PICA") and its insurance company and other affiliates (collectively "Prudential"). Prudential Advisors financial professionals are licensed insurance agents of Prudential.
Pursuant to a strategic relationship among Prudential, LPLE, and LPL Financial, Prudential Advisors financial professionals provide securities brokerage services and/or investment advice on securities solely as registered persons of LPLE, an affiliate of LPL Financial. These financial professionals are permitted to brand under "Prudential Advisors".
LPLE and LPL Financial are not affiliated with Prudential or Pacific Northwest Financial Group.
Prudential, Prudential Advisors, and the Pacific Northwest Financial Group are not registered as a broker-dealer or investment advisor.
Pacific Northwest Financial Group and LTM Marketing Solutions, LLC are unrelated companies. This publication was prepared for the publication’s provider by LTM Marketing Solutions, LLC, an unrelated third party. Articles are not written or produced by the named representative.
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