A new national study from the Madison, Wis.-based TruStage suggests the traditional American Dream is evolving as consumers grapple with rising costs, retirement concerns and growing financial uncertainty.
The 2026 What Matters Now Study, conducted by TruStage and Ipsos, surveyed more than 8,800 Americans and found that financial stability has overtaken many traditional markers of success. The most commonly cited elements of the American Dream were having enough money to retire comfortably (35%), being debt-free (34%), and being able to provide for a family (34%).
The findings also revealed significant differences across generations. While Baby Boomers prioritized debt freedom and emergency savings, younger consumers placed greater emphasis on homeownership, with 30% of Millennials and 28% of Gen Z respondents including it as part of their vision of success.
The study highlights mounting financial strain among middle-income households. Nearly half of respondents (46%), up from 39% in 2022, agreed that "salary isn't enough" and that additional income streams are necessary to make ends meet. The sentiment was particularly strong among Millennials, women, Black consumers and other diverse populations.
For credit unions, the report offers both encouragement and warning signs.
Credit unions continue to lead the financial services industry in consumer satisfaction and trust, earning a 77% satisfaction rating among respondents. However, alternative financial providers are gaining ground. Fintech firms now account for 17% of primary financial institution relationships, up from 13% in 2022, while money movement and payment platforms have grown from 2% to 12%.
The report also found underserved groups, including neurodivergent consumers, LGBTQIA+ individuals and non-binary respondents, report lower satisfaction with their primary financial institutions and higher levels of financial anxiety.
"Behind these findings are real people doing everything they can to build a good life for themselves, their families and their future," said TruStage President/CEO Terrance Williams. "And for many, it still doesn't feel like enough."
The findings suggest credit unions may have an opportunity to deepen relationships with members seeking trusted financial guidance while facing growing competition from digital-first financial providers.
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