Segment | Percentage | Characteristics | Demographic composition |
---|---|---|---|
Income in jeopardy | 24% | Major impact due to job or income loss. |
40% Gen X |
Making ends meet | 20% | Struggling financially pre-COVID-19 and continue to struggle. |
56% Baby Boomers |
Optimistic but cautious | 30% | Worry about health and the economy but are more secure financially. |
60% Baby Boomers |
Stable and consistent | 26% | Experienced a small amount of financial impact but remained relatively stable in mindset and behaviour. |
39% Gen X |