RBC, Craft PR, & Environics Research – The Cost of Keeping Up

We teamed up with Craft PR, on behalf of the Royal Bank of Canada to survey young adults in Canada to understand how social media influences their financial and overall well-being.

How Social Media is Shaping Gen Z’s Money Mindset – Nov 27th 2025

Environics Research, in partnership with Craft PR and on behalf of the Royal Bank of Canada, conducted a national survey examining how young adults in Canada aged 18-24 engage with social media while managing their financial and overall well-being. The results are based on an online survey conducted between September 6-16, 2025, among 1,018 Canadian residents aged 18-24. The sample is drawn from an online panel, and quotas were used to ensure the sample was representative by age, gender, region and student status. The final results are weighted to ensure the final sample reflects the actual distribution of the 18–24-year-old population per Census data. As the survey uses a non-probability sample, no margin of sampling error can be calculated, per market research industry standards

Gen Z have fresh expectations and some bold financial goals. As they redefine what financial confidence looks like, financial institutions have a big opportunity to meet them with tools and experiences that match their energy. It was great working with Craft Public Relations to produce the research findings for this report.

Heidi Wilson

Vice-President, Financial Services at Environics Research

of young adults believe their financial situation will get better over the next 5 years.

of respondents sometimes feel financially behind because of what they see on social media.

The findings in this report highlight how Gen Z’s are thinking about their financial wellbeing for the future and how these feelings may be amplified through their use of social media. Social media has become an inescapable part of daily life for young Canadians and as a result, can lead to feelings of inferiority or worry surrounding their financial standing. Despite these challenges, financial expert Melissa Leong provides Gen Z with small steps to feel more secure and confident about their financial wellness, shifting their overall money mindset.

Read more about RBC’s findings and what factors are shaping Gen Z’s Money Mindset.

RBC Report

Craft PR Website