They are described as both reckless and financially wise, anxious and optimistic, as materialistic as they are generous, attracted by sustainable investments as much as by bitcoin. It's surprising to see these "digital natives" withdrawing cash and storing it in envelopes. The financial behaviors of 18 to 30 year olds and their contradictions leave older generations puzzled.

What do we really know about Generation Z's relationship with money? The variety of sometimes contradictory ideas circulating reflects a complex reality. It's important not to regard this generation as a monolith, said sociologist Hélène Ducourant, a teacher-researcher at Gustave Eiffel University: "Financial practices are strongly influenced by social background." And as always when discussing an age group, it's difficult to distinguish what stems from youth itself and what is shaped by the era.

TikTok, their financial guru

For 18 to 30-year-olds, social media is often the main source of financial advice. "We're all on Insta, attracted by guys who seem to have an incredible life, who tell us 'You're sick of being broke too?' and sell us fake money courses," said 23-year-old Honoré (those interviewed wished to remain anonymous). "I know people who fell for it," deplored the young man from the Paris region. Caution is the watchword, but there's no need to oversimplify: "When it comes to money, social media isn't just about scams and consumer advice – there are some interesting initiatives," noted Ducourant.

Content focused on economic, budgetary and financial education (known collectively as Educfi in France) has spread across TikTok, YouTube, Instagram and other platforms. The phenomenon is widespread, with advice on budgeting (a predominantly female space) and investing more broadly (a more masculine space). Through influencers, young French people have adopted American practices: cash stuffing (dividing cash into envelopes to manage spending); dollar cost averaging (regularly investing the same amount in a specific asset, such as stocks); the 50/30/20 rule (allocating 50% of income to essential expenses, 30% to leisure and 20% to savings); and the no-spend challenge (a challenge aimed at eliminating superfluous spending).

"There are so many methods on YouTube and Insta, I've tried some of them, I'm saving up to go on vacation with friends," explained Camille, a 19-year-old student. "Without YouTube, I'd have put everything into a traditional savings account," confided Maël, a 22-year-old student on a work-study program, who explained that he now "invests every month in ETFs, stock baskets."

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