According to the latest Consumer Pulse Study by TransUnion, released on October 14, 2026, Generation Z consumers are experiencing significant financial pressures across various everyday expense categories.
At the top of the list, gasoline stands out as the single most unaffordable expense, with 46% of Gen Z respondents identifying it as a strain on their finances.
High costs continue to impact leisure and healthcare as well, with travel-related purchases (e.g., airfare, hotels) following closely at 43%, and medical care (copays, out-of-pocket costs, monthly premiums) ranking third at 41%.
Essential living costs also feature heavily in the findings. Both housing (rent or mortgage) and dining out were named unaffordable by 40% of respondents, while basic groceries were cited by 39%.
Meanwhile, entertainment or activities (e.g., movies, theme parks, experiences) impacted 35%.
Other expenditures causing financial burden include home and auto insurance (30%), utilities (heating, electricity, water) (30%), household items (e.g., paper towels, hand soap, laundry detergent) (29%), apparel/footwear (27%), in-home entertainment (e.g., cable TV, streaming services) (26%), and mobile phone plans/devices (25%)
