Gen Z women take money tips from Kendall and Kylie Jenner, new study reveals

Published

2 years ago

September 28, 2023

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20-somethings are all about keeping up with the Kardashians especially when it comes to stacking cash.

Rather than heeding the counsel of avowed financial experts, money-making women between the ages of 18 and 24 are taking their economic cues from Kim Ks stinking rich little sisters, according to a buzzy new study.

“Financially-aware Gen Zers are 62% more influenced by people they follow on social media than the national average, with their highest affinities being gamers, reality show stars, and fictional characters,” reads an August 2023 report on the demographics financial behaviors and attitudes via marketing consultancy Sooth.“Yet, they are 61% less likely to be influenced by a financial expert on social media.

Gen Z tends not to engage with people who purport to be leaders in financial services, choosing instead to look to people they see as successful, self-made female role models,” the study continues.

The analysis applied AI-driven psychographic models to data across consumer surveys, social conversations, financial habits and media usage of more than 625,000 financially aware Gen Z adults.

Researchers found that young breadwinners prefer mimicking the financial opinions and behaviors of A-listers whove forked in a fortune.

They have the highest affinity for Kylie and Kendall Jenner above all other social influencers, noted the study, adding that their million- and billion-dollar older siblings, as well as Ariana Grande, Zendaya and Selena Gomez, also ranked among the top tycoons whom ladies in their teens and 20s revere.

And when it comes to well-to-do heroines, the Kardashians arent a bad choice.

In June, both the buxom Kylie and Kim earned enviable positions on Forbes Americas Richest Self-Made Women top 50 list.

Jenner, 25, who helms the ever-trending Kylie Cosmetics brand,snagged the 38th spot on the coveted countdown with a net worth of approximately $680 million. However, Kardashian, 42, the name in front of leisure apparel line Skims, scored the 21st slot on the chart with an impressive $1.2 billion.

And 7 Rings singer Ariana Grande, 30 who recently filed for divorce from husband Dalton Gomez is said to boast a bountiful bundle of around $240 million, making her a prime paragon for the working woman. Hollywood hotshots Selena Gomez, 31, and Zendaya, 27, are reportedly mega-millionaires worthy of praise, too.

Gen Z males, however, named Nintendo of America president Reggie Fils-Aim, 62, a native New Yorker with a reported net worth of $40 million, as their favorite investment influencer, per the poll.

Young guys valued Fils-Aim’s acumen six times more than that of multibillionaire business magnate Warren Buffet, 93, or any mainstream financial thought leader.

The study went on to note that 89% of the most financially aware Gen Z adults who prioritize savings and wealth creation are women.

Gen Z women are 15 times more likely to engage with online content about saving money than the national average, researchers determined. Social media is the predominant learning channel for this generation.

Politics

Starmer ‘playing whack-a-mole’ to keep US on side – but will it be enough?

Published

7 mins ago

November 22, 2025

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Starmer 'playing whack-a-mole' to keep US on side - but will it be enough?

Keir Starmer flies out of South Africa this evening with two massive issues on his agenda – a potentially manifesto-busting budget and, as it stands, an unacceptable Ukrainian peace deal.

As he prepared to depart for London, the prime minister confirmed he was dispatching national security adviser Jonathan Powell to Geneva for talks with US officials, other European security advisers and Ukrainian representatives – as Europe and Ukraine scramble to reinsert themselves into a plan drawn up between Washington and Moscow.

The prime minister said on Saturday there was “more to do on the plan” in the coming days and the focus now was to try to make progress in Geneva.

Follow the latest: European leaders raise concerns over plan for Ukraine

After speaking on the phone to Donald Trump, Downing Street said the pair agreed their teams would work together on the US leader’s proposal in the Swiss city on Sunday.

Starmer also reiterated Britain’s “steadfast support for Ukraine” in a call with President Zelenskyy – as allies try to swing this deal more in Ukraine‘s favour, with the UK and other international leaders clear on their concerns to limit the size of the Ukrainian army and give up territory to Russia.

But in his remarks on camera, the prime minister was at pains to neither criticise the current deal nor President Trump.

One figure told me that the PM wants to act as a bridge between the Europeans and the US and has been playing a “game of whack-a-mole” over the past couple of days in an effort to keep others from publicly saying the deal is unacceptable for fear it would only serve to irritate President Trump and hurt Ukraine.

Earlier, the prime minister said he would talk to his US counterpart in the coming days.

“I’m absolutely clear in my mind that President Trump wants a just and lasting peace, not just from the actions he’s taken towards that end, but also from the private discussions that I’ve had with him,” Mr Starmer said.

“So I know what he’s trying to achieve. We all want to achieve that.”

But there will be a question about what the alternative options are if allies cannot improve this deal by President Trump’s Thursday deadline.

The first option is to try to improve it and also slow down the process and buy more time, but if that fails, are allies looking at scenarios where they try to shore up Ukraine’s war efforts without the US support?

The prime minister responded by talking about point five in the 28-point plan, in which Ukraine is offered security guarantees from the US.

“That fortifies in me the belief that what we’re all trying to achieve here is a just and lasting peace will only be just as lasting if there are security guarantees,” Mr Starmer said.

“And if we bear in mind that matters for Ukraine are always to be determined by Ukraine.”

The next 24 hours will be critical as the Europeans, Ukraine and other allies try to improve this deal.

Sports

UAB: Player arrested after stabbing 2 teammates

Published

1 hour ago

November 22, 2025

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UAB: Player arrested after stabbing 2 teammates

Jake TrotterNov 22, 2025, 02:36 PM ET
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A UAB football player stabbed two of his teammates Saturday morning at the football facility ahead of the Blazers’ home game against USF, a university spokesperson told ESPN.

The suspect has been arrested, and both injured players are in stable condition after being taken to UAB hospital. The school has not released the names of any of the players involved.

UAB’s game against USF began as scheduled at 3 p.m. ET.

A UAB official said an investigation is ongoing.

“UAB’s top priority remains the safety and well-being of all of our students,” the school said in a statement.

Sports

Sources: ASU’s top WR Tyson expected back

Published

1 hour ago

November 22, 2025

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Sources: ASU's top WR Tyson expected back

Nov 22, 2025, 02:48 PM ET

Jordyn Tyson, Arizona State‘s leading receiver, is expected to return from a hamstring injury and play Saturday when the Sun Devils visit the Colorado Buffaloes, sources tell ESPN’s Pete Thamel.

Tyson is expected to participate in pregame warmups, and barring any setbacks, he’ll be cleared to play against his former team.

Tyson suffered the injury Oct. 18 in Arizona State’s upset win over then-undefeated Texas Tech. He finished that game with 10 catches for 105 yards and a touchdown but has not played since.

Despite missing the past three games, Tyson leads the Sun Devils in catches (57) and yards receiving (628), and he is the team leader with eight touchdowns.