Talking about money is no longer taboo—it's trending. According to a new survey* conducted by Talker Research on behalf of Chime®, 45% of Americans are more open to discussing their finances today than they were just five years ago. In recognition of Financial Progress Month®, this shift marks a cultural moment where financial transparency is on the rise, with 61% of people agreeing that being frugal is less "tacky" than it was a decade ago. Far from being "cheap," 46% of respondents define frugality as being smart with money, while 43% associate it with avoiding unnecessary spending. Plus, 72% of people say that talking about budgeting is more socially acceptable than ever.
"At Chime, we believe taking control of your financial future isn't just about having the right tools—it's about feeling confident, building good habits, and having a strong support system," said Janelle Sallenave, Chief Spending Officer at Chime. "That includes being open about money, because the more we talk about it, the more we can learn, grow, and make informed financial decisions."
So what does "financial progress" really mean? For Gen Z, it's having the freedom to buy whatever they want at the grocery store (32%), while millennials are more focused on growing their money (31%). Older generations view financial progress as having money left over after bills or being able to put savings away. For 43% of Americans, financial progress simply means being in a better spot than they were a year ago. And for Chime members, that progress is real—97% say Chime's products have helped them with at least one aspect of financial progress1.
Looking at the bigger picture, 43% of Americans feel their financial situation has improved over the past five years. Gen Z is the most optimistic, with 55% saying they're doing better, while baby boomers are the most likely to report a decline (38%).
Talking about money is becoming easier, with more people willing to discuss finances than other controversial topics. In fact, 26% of Americans would rather chat about politics, 19% about medical issues, and 18% about personal hygiene than reveal their bank balance. When it comes to debt – 20% of Americans would prefer to talk to coworkers about dieting, religion, or politics. Oddly,, just over 1 in 10 Gen Z (14%) and millennials (13%) would rather discuss digestive issues than their financial struggles.
Respondents said open money talks lead to better financial advice (42%), less shame about struggles (25%), and healthier money habits (32%). And the good news? Only 13% of Gen Z would feel uncomfortable asking family or friends questions like "How much should I have saved?" compared to 44% of Gen X and 64% of baby boomers.
Chime's survey highlights how important it is to break the silence around money. By making financial conversations normal, we can all improve our financial well-being. In celebration of this shift, Chime has also teamed up with former NFL player and football coach Deion Sanders for a new TV spot called "You're Making It". Sanders steps into the role of Coach Chime to remind us that when you're intentional about making progress, you're already on the path to success.
*Survey Methodology:
Talker Research surveyed 4,000 Americans, evenly split by gender and generation, through an online survey commissioned by Chime from March 13–21, 2025. Respondents were sourced from traditional online panels and programmatic sampling, with dynamic adjustments to meet quotas. The survey was conducted in English, with participants receiving a small cash-equivalent incentive.
Only responses meeting quality standards were included, excluding speeders, bots, duplicates, and irrelevant open-ended answers. Analysis required a minimum of 80 respondents per cell, with statistical significance at the 95% level. Data was not weighted but followed predefined sampling parameters. As the survey was online-only, results may not generalize to those without internet access.
