‘Soft saving’ trend imperils Gen Z retirement | Chattanooga Times Free Press

From the folks that brought you quiet quitting comes a new and troubling TikTok trend: soft saving. The term refers to a growing attitude shift among younger adults that prioritizes personal experiences and living in the moment over foregoing current consumption to save for retirement, and it spells trouble, especially for members of Generation Z.

The term soft saving derives from a broader social media theme known as “soft life,” the pursuit of comfort and relaxation with minimal stress and responsibilities. The moniker gained currency in the aftermath of the pandemic, especially among younger millennials and members of Gen Z (born 1997 through 2012), many of whom are rejecting the “hustle culture” of working hard and sacrificing today to save and invest for an unknown future.