Americans are seriously concerned about their finances. Between high costs of living, rates and work instability, partly driven by AI, the added fear means that the spending habits of consumers will shift. And although they strive to spend less in general, the stress also seems to be driving purchases that make them feel safer in an economy (and the world?) That feels insecure.
According to a newly released LIFE360 research among 1,000 American adults, heavy financial burdens are felt by the majority of Americans. The study showed that a stunning 71% of Americans now feel economically vulnerable with 64% who admit their fear has increased since the beginning of 2025. Likewise, the top three words that respondents chose to describe their emotions in 2025, those with negative connotations: stressful, nervous and crazy.
Americans cut back – but not when it comes to peace of mind
It is not surprising that Americans will deal with less. 56% say they cut back or pick up, 47% have cut their online retail habits and 45% are on vacation less often. However, the expenses are not across the board. In fact, it goes up in one category: safety and security (such as emergency alarm tools, home security and digital protection). The category was the only thing that respondents invested more than they were cutting. 21% of the respondents said they invest more in these tools, with only 20% withdrawn.
“In moments of increased economic uncertainty, the premium in the field of safety increases: investors are looking for safe assets, companies give priority to safe investments and families double in mind,” said Life360 -economist Aaron Terrazas In a blog post about the report. But interesting is that it is the younger generations that in modern times relate most to safety and security. While Gen X and Baby Boomers rank health and well -being as their biggest priorities in terms of spending, said millennials and gene Zers that safety and security were the most important.
Fear, uncertainty and financial tension
Terrazas says that these habits are probably formed by the ‘formative economic experiences’ of the groups, and pointed to ‘uncertainty from the Pandemic era’ as the getting hard of younger generations. Terrazas told Fast Company: “Just like their grandparents and great -grandparents who grew up during the great depression and the Second World War, Z and Millennials grew up in a fractious moment in world history. For young Americans who are priorities in the course of the priorities of the priorities of the priorities of the priorities in the course of the years of 9/11 Priorities, and those priorities are probably best on their priorities and the priorities of the priorities that are priorities, and those priorities are the highest of the best of the COVID-19 Pandemic. ”
That is why it is logical that although there are enough things that Americans scrap, tools that people feel safer are not one of them. In fact, 40% of parents said that safety and emergency alarm apps were ‘non-negotiable’, which was the highest of all categories. 55% of parents and 43% of respondents in general said they would fight to maintain safety and security subscriptions. Terrazas noted that the survey included “a mix of security and security aids, including Life360, Citizen, Ring, ADT+apps that offer everything, from real-time location parts to emergency warnings and home security” urgently that this kind of tools “people in a safer, more in control and more in control and more.”
That means that, for many, even when shopping, dinner, vacations and even streaming services, take a back seat, the sense of safety and security of greater care than ever. “Because people are increasingly anxious, whether it is about their finances or physical safety, there are aids that ‘peace of mind’ offer something that people find indispensable,” Terrazas said.
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