2022 Rising Gen Research

Insights to help navigate family wealth

Download the report (PDF)

2022 Rising Gen Research

Insights to help navigate family wealth

Download the report (PDF)

If you will inherit generational wealth, our research offers valuable findings to help you rise and thrive while stewarding your family legacy.

Key takeaways from the Rising Gen

A drawing of a hand cupping a dollar sign in a circle, showing financial support
They appreciate support, but are eager for responsibility
A drawing of a question mark in a circle, showing a desire for answers
They want to understand their family's money values
A drawing of three leaves laid out in a circle, showing the growth that money can provide
They want to use their money to improve the world
A stylized drawing of a tree bearing round fruit, showing that learning more bears fruit
They are savvy about finances and want to learn more

What does your future look like?

To help understand what Rising Gen members with significant wealth want, we conducted an in-depth research study. The findings are fascinating.

“I don’t want to just take my parents’ money. I want to be able to contribute my part to it.” — Quote from one-on-one interview

An overhead photo of a family of three discussing their future while sitting on contemporary furniture in the sunlight.

Rising Gen would like a word…

Understanding what’s going on in real life and real time is a necessary part of planning your future. Conversations around values, goals, and estate planning are key elements of successfully transitioning family wealth.

“Just having those conversations and getting started early, I feel like we're set up much better for success.” — Quote from one-on-one interview

A young man in thought leans on his desk in front of his laptop while looking out of the window in his study.

Talking family values

Nearly half of respondents report their parents rarely or never have conversations with them about money values — Rising Gen wants to open up these conversations.

Graph reading "86%"

Say the most important thing they will inherit from their parents is their values, not their money

An image shows three generations smiling together on the beach next to a graphic showing 86%, which is the percentage of Rising Gen respondents to our survey who say the most important thing they will inherit from their parents is their values, not their money.

Making an impact

Younger generations are more inclined to invest in alignment with their values related to the broader world.

Graph reading "2 out of 3"

Are interested in values-based or impact investing

An image shows two hands planting a leafy green plan outside next to the words Making an impact: Younger generations are more inclined to invest in alignment with their values related to the broader world. Underneath the words, a graphic shows that two out of three members of the rising generation are interested in values-based or impact investing.

Lifelong learning

Rising Gen has a solid grasp on financial literacy, but want to learn more about family finances, new investment types, and future opportunities.

Graph reading "90%"

Would find it valuable to meet with their parents' financial advisor

An image shows a young couple discussing their financial planning process with a young woman in a business suit next to the words: Lifelong learning: Rising Gen has a solid grasp on financial literacy, but want to learn more about family finances, new investment types, and future opportunities. Underneath the words is a graphic showing that 90% of the rising gen would find it valuable to meeting with their parents’ financial advisor.

Talking family values

Talking family values

Nearly half of respondents report their parents rarely or never have conversations with them about money values — Rising Gen wants to open up these conversations.

Graph reading "86%"

Say the most important thing they will inherit from their parents is their values, not their money

An image shows three generations smiling together on the beach next to a graphic showing 86%, which is the percentage of Rising Gen respondents to our survey who say the most important thing they will inherit from their parents is their values, not their money.

Making an impact

Making an impact

Younger generations are more inclined to invest in alignment with their values related to the broader world.

Graph reading "2 out of 3"

Are interested in values-based or impact investing

An image shows two hands planting a leafy green plan outside next to the words Making an impact: Younger generations are more inclined to invest in alignment with their values related to the broader world. Underneath the words, a graphic shows that two out of three members of the rising generation are interested in values-based or impact investing.

Lifelong learning

Lifelong learning

Rising Gen has a solid grasp on financial literacy, but want to learn more about family finances, new investment types, and future opportunities.

Graph reading "90%"

Would find it valuable to meet with their parents' financial advisor

An image shows a young couple discussing their financial planning process with a young woman in a business suit next to the words: Lifelong learning: Rising Gen has a solid grasp on financial literacy, but want to learn more about family finances, new investment types, and future opportunities. Underneath the words is a graphic showing that 90% of the rising gen would find it valuable to meeting with their parents’ financial advisor.

A young couple in business suits stand on steps in a brightly lit building and talk to a man who is holding a cup of coffee.

We’re here for you

It’s never too early to start sharing about family values and finances. Discover more insights in our report (PDF) and ask for our help in getting the conversation started.

Connect with us

Additional resources:

Wells Fargo About Money Podcast. Short, fascinating conversations with insight into how to make better money decisions. >
Download the report (PDF)