Millennials and Gen Z reveal an unexpected sign of attractiveness

Tengrinews.kz – For younger generations, being smart with money has become a new kind of green flag in dating.

Financial awareness is turning into one of the most desirable traits for millennials and Gen Z, according to a new study by research group Hilly.

What the survey showed

Hilly surveyed 1,700 Americans from both generations, exploring how discount season and holiday spending influence relationships, gift-giving and financial behaviour within couples.

Key findings include:

• More than half of respondents believe their attitude toward money directly affects their romantic relationships.
• 52 percent of millennials and 47 percent of Gen Z describe themselves as frugal.
• Many expect the same level of financial awareness from a partner.

Researchers note that for today’s daters, sensible spending signals confidence, safety and responsibility — qualities increasingly viewed as attractive.

Analysts add that younger people closely observe financial habits early in a relationship. For many, this becomes a test of reliability.

“According to the survey, 69 percent of Gen Z and 66 percent of millennials believe that how a person spends money now reflects their behaviour in long-term relationships,” the report states.

Irresponsible financial behaviour, on the other hand, is widely considered a red flag: over 60 percent of respondents said they would end a relationship with someone who cannot manage their finances.

What is a “frugmance”?

The trend has even earned its own term. According to Vice, a frugmance refers to a relationship where both partners prioritize financial responsibility, value mindful spending and plan ahead to build a stable future together.