A recent survey by Tawkify has revealed a striking trend among Generation Z: nearly half (46%) would choose long-term financial security over romantic love in 2025. Conducted among 1,000 Americans, the study highlights how economic pressures are reshaping the priorities of young adults, particularly in the context of modern dating. With rising living costs and financial uncertainty looming large, Gen Z is showing a pragmatic approach to relationships, prioritizing fiscal stability over emotional connections.
The survey, reported by Global Dating Insights, found that 46% of Gen Z respondents would not date someone unemployed, even if there was physical attraction. Additionally, the average ideal partner salary for Gen Z is pegged at $80,000 annually, with 10% of Gen Z women expecting a match to earn $200,000 or more. In a surprising twist, one-third of respondents admitted they would consider rekindling a relationship with an ex if that person had become wealthy. These findings underscore a generational shift influenced by economic realities, with many young Kenyans likely to resonate given similar financial pressures in the region.
In Kenya, where the cost of living has surged—think skyrocketing prices for unga and rent—Gen Z’s focus on financial stability mirrors global trends. The Bank of America 2025 Better Money Habits Study noted that 53% of Gen Z men and 54% of women in the U.S. spend nothing on dating monthly, a trend that could apply to Kenyan youth navigating tight budgets. With 72% of Gen Z taking steps to improve their financial health, such as cutting expenses and increasing savings, it’s clear that financial independence is a top priority.
This shift isn’t just about being frugal; it’s about survival. As one expert put it, “Gen Z isn’t choosing money over love; they’re choosing stability.” In Nairobi’s hustle culture, where side gigs and digital hustles dominate, this mindset feels all too familiar. From matatu fare hikes to the pressure of keeping up with Instagram-worthy lifestyles, young Kenyans are likely weighing similar trade-offs.
The Tawkify survey also revealed that while Gen Z prioritizes money, 54% of Americans overall still choose love over financial security, suggesting a generational divide. Older generations, like baby boomers, are less likely to prioritize finances, with only 46% favoring money over love. For Gen Z, however, the economic chaos of recent years—think global pandemics and inflation—has shaped a worldview where financial peace of mind is non-negotiable.
What does this mean for relationships in 2025? Expect more conversations about credit scores and financial goals early in dating, both in the U.S. and here in Kenya. As one financial expert noted, “Gen Z understands that love doesn’t pay rent.” With 65% of Gen Z Canadians citing a partner’s net worth as crucial (TD Survey), it’s likely Kenyan youth are also eyeing financial compatibility alongside chemistry.
For young Kenyans, this survey sparks a question: is love worth pursuing if it comes with financial strain? Share your thoughts with us at Street.co.ke as we explore how money and love shape the future of relationships.