2/7/2025–|Last update: 11:51 (Mecca time)
The United States is witnessing a new and interesting phenomenon in the world of money known as “savings of revenge”, a state of intense emotional demand for savings after a period of financial anxiety or loss of control, such as those that prevailed during the Kofid-19s.
The phenomenon that first appeared in the Chinese media, and spread in the forums and communication platforms, today has become an essential part of the American consumer behavior, especially between the Millennium (Milinals) and the generation “Z”.
In the wake of the pandemic, and with the end of the closure, the wave of “revenge spending” that witnessed excessive spending on travel, shopping and entertainment spread. But that consumer tendency quickly eager, to be replaced by a more deep and more emotional need; It is the desire to regain control of financial fate through intense savings.
From emotional spending to conscious savings
According to Forbes magazine, which published the report, “savings of revenge” does not start from long -term planning or pension aspirations, but rather an emotional motive resulting from a sense of losing financial safety.
Many suddenly lost their jobs or saw their savings eroded or witnessed harsh fluctuations in the market. On the other hand, these people, especially from young generations, resorted to reducing their spending significantly, heading towards what is known as “months without purchase”, where unnecessary contributions are canceled, meals are considered at home, and all non -essential purchases are postponed.
The report confirms that the American youth who entered the labor market during or then became more aware of the need to build an “emergency box”, despite the stereotype that describes them as excessive consumption.
On the other hand, those who kept a fixed income during the crisis, such as managers and professionals with high income, found themselves inadvertently saved, as a result of the lack of entertainment opportunities, before they later turned those savings into investments or real estate installments.
A new category of consumers also emerged called Bezomors, that is, half of consumers and half entrepreneurs, who are working in the temporary economy and independent jobs. They face continuous financial challenges related to money flow, taxes, and health insurance, which leads them to savings as a way to stay in the safety zone.
Among those with low incomes and highly affected societies from the pandemic, a similar trend was monitored towards saving whenever the capabilities are available, motivated by caution and fear of future income or job disturbances.
An opportunity for banks .. and warnings of excessive
Writer Ron Shafine explains in Forbes that understanding the psychological motives behind this trend is necessary for financial institutions, as saving among these is not only a financial means, but an emotional reaction to experiences of loss of economic security and security that they lived closely. Here the economy intersects with human behaviors: fear of loss, the desire to control, and the need for future financial flexibility.
Banks and financial technology companies stand in front of an important opportunity; With a wide segment looking for smart savings solutions that highlight the need for more flexible products, such as high -returns savings accounts, automatic savings related to banking applications, or digital awareness content that enhances the financial culture of users. Wealth managers can also attract the highest income slices that have accumulated great savings and now need an investment guidance.
However, the report warns of underlying risks, as it may lead to “insignificant revenge” to unprecedented decisions, or accumulation of liquidity in low returns accounts, or stop the savings incentive if the process is not integrated into a comprehensive financial plan.
Although some analysts see in the phenomenon a temporary reaction, Shafine indicates the possibility of its continuation due to the ongoing economic ambiguity, the transformation of values in new generations, and the high importance of financial solidity as a social and professional value.
At the conclusion of the report, its writer stresses that “saving revenge” is not just a transient slogan or phenomenon, but rather a reflection of a profound change in the priorities of individuals. It is a balance between the psychological wound left by the crisis and the desire not to repeat. Those who understand this balance well, whether they are banks, financial companies or decision makers, will be at an advanced location to understand the new consumer.