Millennials And Gen Z Lead Cultural Shift In Asking For Help

Asking for help is no longer seen as a weakness among younger generations — in fact, many now view it as a sign of strength.

According to a new survey of 2,000 U.S. adults, evenly split by generation, millennials and Gen Z are far more comfortable seeking support than their older counterparts, signaling a cultural shift toward openness and community. Commissioned by Upstart and conducted by Talker Research, the survey revealed that 71% of millennials and 66% of Gen Zers see asking for help as a positive thing, compared to just 54% of Gen Xers and 45% of baby boomers.

A majority of younger respondents — 60% of millennials and 57% of Gen Zers — also said they believe theyre better at asking for help than previous generations, reflecting changing attitudes about vulnerability and self-sufficiency. One in four Americans (26%) said they would rather ask for help than struggle through a difficult situation alone. Across all ages, 67% believe society should work to destigmatize asking for help, whether emotional or financial.

“It’s OK to need something to lean on,” one respondent said. “It doesn’t emasculate a man and it doesn’t make a woman look like a damsel in distress.”

Another respondent suggested that “society is very individualist as of now, but there are ways to improve community.”

“Its natural for people to feel this internal struggle when it comes to asking for help, but this survey shows that the stigma is slowly fading away,” said Erin Opperman, Vice President of Creative at Upstart. “No one should feel like theyre being judged simply because they could use a little extra support. Having systems in place to help people progress is how we grow together as a society.”

Even as perceptions improve, many Americans still hesitate to reach out for fear of judgment. More than half (53%) said they dislike asking for help because of what others might think. Paradoxically, while Gen Zers are the most willing to ask for support, they are also the most likely to feel judged for doing so — 64% admitted they fear others opinions.

When they do seek help, people tend to turn to those closest to them: 39% reach out to friends, 36% to their partners, 24% to their mothers, and 23% to extended family.

The study also found that financial stress plays a major role in Americans need for support. Nearly nine in ten respondents (87%) said they feel some level of financial stress, with 40% describing it as “extreme” or “significant.” The top contributors include living paycheck-to-paycheck (41%), unexpected costs (23%), high-interest debt (13%), and a lack of financial support (12%).

Overall, 72% believe if they had financial support, it would have a major positive impact on their mental wellbeing, especially millennials (77%) and Gen Xers (75%). 

More than four in five (81%) believe their financial institutions should offer more financial support, but 48% feel misunderstood by their banks, who they say dont consider the financial stress they feel (40%), only see them for their credit score (30%), arent helpful (30%) or only see them for their account balance (26%).

“Getting the right financial support is a major unlock for most Americans,” said Chantal Rapport, Chief Marketing Officer at Upstart. “So much of our lives are tied to our financial situations, so when people are understood and supported by trustworthy financial partners, they can focus on what matters and go on to do great things in their lives and their communities.”