The financially anxious generation: Half of children worried about money and their future 

 

 

 

A new study by KidsKnowBest, the global leader in understanding and reaching kids, has revealed that financial anxiety is not a distant adult concern, but a present reality for UK children aged 7-14.

 

 

Nearly half (46%) children are worried about money and their future and one in four children (24%) are explicitly anxious about basic needs.

 

Based on a two-phased investigation using a quantitative survey of 1,000 children and in-depth qualitative interviews, the research paints a picture of a generation grappling with a complex financial landscape.

More than half (55%) of respondents revealed their happiness is impacted by money. 38% say money causes them stress with 50% feeling pressure to save.

 

Despite this early stress, the research uncovers a strong desire for genuine, real-world financial literacy. 60% believe they understand money, a candid one in three (33%) admit they don’t know what to do with it.

Money advice gap with current sources lacking

 

Parents remain the main source of money advice, according to 88% of respondents. Only 42% think their parents are great with money, highlighting the need for better financial literacy across all ages.

 

Despite the desire for better information, only 45% agree it is easy to find good advice on money. Just 11% strongly agree. 

 

Meanwhile 47% of 7-14 year olds have turned to the internet for money advice but only 41% trust money advice online. 26% have bought something online without informing their parents.

 

Crucially, formal education sources are failing to bridge the knowledge gap. 55% feel schools don’t teach enough. 20% say they don’t learn about money at all. Only 19% feel they’ve learned ‘a lot’ in school.

Preference for real life money lessons over influencers

 

When asked about where they would like to learn more about money, 87% express a clear preference for ‘real-life’ money lessons over digital sources. 63% would like to learn more from parents, 47% from schools. Despite the prevalence of screens and digital influence, just 20% want to learn more from social media apps and only 14% want to learn more from influencers.

 

The research also reveals that financial activity is beginning at an early age. Children are engaging in financial activities, earning pocket money though doing chores, but also selling goods, and navigating digital economies, but often without the foundational knowledge. While 44% still use a Piggy Bank, 36% now use online banking apps.

In response to the findings, KidsKnowBest is urging financial brands, educators, and policymakers to urgently develop practical financial education initiatives tailored to the needs and anxieties of the UK’s youth.

According to Joel Silverman, CEO of KidsKnowBest: “The care-free childhood many adults will have enjoyed is now a distant memory. Our comprehensive research shows that children can’t be divorced from the anxieties their parents may be feeling in a world of financial insecurity, and continuing cost of living pressures. Yet, critically, this anxiety isn’t shutting them down. Instead, it’s sparking a deep curiosity and a hunger for practical, human-led learning about money.”

 

He continued: “This is a critical opportunity for the UK’s financial sector to step forward. By providing accessible, relevant, and practical financial education, we can empower this generation, transforming their anxiety into informed agency and building a more financially resilient future.”

 

To view the report titled ‘Money Talks: Kids, cash, and the new financial mindset research release’ visit here:

 

 

 

About KidsKnowBest
Founded by Joel Silverman, KidsKnowBest is an audience-specialist research and marketing agency and a global leader in understanding and reaching kids. Believing the best brands last a lifetime, KKB is on a mission to facilitate lasting connections between brands, families and youth. By listening to thousands of kids worldwide, KKB delivers insights that drive real impact. At its core, KKB champions the idea that kids aren’t just the future – they should have a voice in shaping it.

 

KKB’s services include Research & Insights, Strategy, Creative, Influencer & Paid Media with clients including Mattel, Netflix, LEGO, Disney and BBC to name a few. The business was named a UK Technology Fast 50 2023 Winner.

 

 

About the research

 

To better understand kids’ financial mindset, KidsKnowBest conducted a two-phase research study in April 2025. Phase one included a 10-minute quantitative online survey with kids aged 7–14 from across the UK. Phase two involved twelve in-depth, 40 minute qualitative interviews with kids in the same age group.

 

Expert Perspectives

Sarah Wiggins, Former Vice Chair at HSBC, said: “This research highlights how vital it is to develop strong financial habits early. We need more education and support for both children and parents, and we must start young. Without building that muscle early on, it becomes much harder to catch up later.”

 

Ann Pettifor, British economist at Prime Economics, added: “Financial institutions have a key role to play in educating future generations. They must be more transparent about how money works, and the education system should be doing more too. A better understanding of money can empower young people to take control of their futures.”

 

Quotes from children in the qualitative interviews

 

“I know how to save for LEGO but not what a budget is.”

“I ask my mum because she’s good with money.”

“I learned about Bitcoin from Roblox.”

“I saw a TikTok video that was saying how to invest your money to make more of it. But I know you can make money just as much as you can lose it.”

“My parents save for me, I don’t really know how much I have.”

“I save so I don’t feel stressed later.”

“My cousin got scammed and lost all her Roblox stuff.”

 

“I sell sweets at school to make money.”

 

“I saw a TikTok video that told me how to budget.”