The news: More than half of Gen Zers spend no money on dating, because financial instability has reshaped how they approach relationships altogether, according to Bank of America’s “Gen Z and the Cost of Adulting” report.

Zoom in: Many aren’t actively dating. And nearly a quarter are delaying milestones like moving in together, marriage, or having children because of money. 

Yet despite pulling back on spending on dating, Gen Z places extraordinary importance on financial compatibility in a partner. They consider financial responsibility, security, shared money values, and good credit essential relationship traits, while irresponsible spending is one of their biggest romantic dealbreakers. 

In other words, Gen Z may not be spending on dates, but they are treating financial wellness as a priority in a potential partnership.

Why this matters for banks: Gen Z’s dating habits reflect a generation prioritizing financial stability and survival in an uncertain economy. Many aren’t dating at all, as financial pressure has forced them to focus on essentials first. Younger Gen Zers in particular are the least likely to spend on dating, suggesting that limited income, rising living costs, and economic anxiety are shaping social behavior early. For many, settling down feels financially out of reach.

Gen Z views financial stability as a prerequisite for adulthood, independence, and long-term commitment. They increasingly filter romance through an economic lens: Before pursuing relationships, many Gen Zers want to feel secure enough to support themselves.

Recommendations for banks: Banks should position themselves as sources of stability, independence, and life readiness and pause marketing around aspirational spending and long-term savings. 

Products that help Gen Z feel in control of their everyday finances will likely resonate more than luxury perks. Banks should lean heavily into financial wellness features in their apps—like budgeting tools, savings trackers, subscription management, debt payoff plans, credit score monitoring, and AI-driven spending insights that help users manage essentials and build confidence. Messaging should focus on empowerment and preparedness: helping Gen Z afford rent, build emergency savings, improve credit, or save for future milestones like moving in with a partner or eventually buying a home.

This content is part of EMARKETER’s subscription Briefings, where we pair daily updates with data and analysis from forecasts and research reports. Our Briefings prepare you to start your day informed, to provide critical insights in an important meeting, and to understand the context of what’s happening in your industry. Non-clients can click here to get a demo of our full platform and coverage.