Nearly Half of Gen Z and Millennial women fear being judged on earning levels and money habits, according to Principal® Foundation survey

The third annual Money Chronicles contest is using storytelling to break down stigmas and encourage more conversations about money and personal finances

DES MOINES, Iowa, Sept. 8, 2025 /PRNewswire/ -- According to a new survey from Principal® Foundation, a global nonprofit organization committed to helping people and communities build financially secure futures, Gen Z and Millennial women report significantly higher levels of anxiety (44%) and lower confidence (38%) when it comes to talking about money compared to men. Women are also less likely to be aware of financial products and services. The survey results come at a time when women are leaving the workforce in significant numbers. According to a July report* from the U.S. Bureau of Labor Statistics, more than 100,000 women aged 20 and over left the workforce from May to June 2025, while 160,000 men entered it—likely leaving many women without vital financial planning support.

"The insights reinforce the need for more open conversations about money and access to opportunities that help us feel more comfortable having these discussions," said Jo Christine Miles, director, Principal Foundation and Community Relations, Principal Financial Group®. "People develop narratives around money based on lived and family experiences and we need to create spaces where people, especially women, can reflect on those experiences as a part of shaping their financial future."

To creatively encourage these discussions, Principal Foundation is launching the third annual short story contest, Money Chronicles: A Story Initiative, alongside a new collaboration with the Times Square Alliance to provide access to these stories in some of the world's most iconic spaces. The Alliance will feature Principal Foundation's Short Story Dispenser at its annual Taste of Times Square food festival on September 8 and at other events throughout the year.

"Times Square has always been a stage for storytelling — a place where millions of people bring their hopes and dreams, and where so many voices have been heard," said Tom Harris, President of the Times Square Alliance. "We're proud to team with Principal Foundation for this year's Money Chronicles: A Story Initiative to share authentic stories about the challenges and triumphs people face with money. By inviting these honest, human conversations into one of the world's most iconic public spaces, we're sparking a dialogue that's truly worth celebrating."

Since launching the Money Chronicles short story contest in 2023 in collaboration with national literary nonprofit The Center for Fiction, and global publishing house Short Édition, more than 440 stories have been shared. This year, submissions will be accepted from September 8 until October 12, 2025. One winner will receive $1,000 and up to 20 finalists will each receive $150. The winning and finalist stories will be distributed through Principal Foundation's Short Story Dispensers placed in communities around the U.S.

A Need for More Money Talk

Principal Foundation surveyed 3,000 Gen Z and Millennial Americans in August 2025 about their personal experiences with money. The results showed:

• Women feel less confident and more anxious talking about money: Only 38% of Gen Z and Millennial women feel confident talking about money compared to 56% of men; 44% of women report feeling anxious when doing so vs. 37% of men; and 45% of women say fear of being judged on their money habits or earning levels prevents them from talking about money, compared to only one-third (33%) of men.
• Women are less likely to be aware of financial products: Nearly 20% of Gen Z and Millennial women do not know what a private investment account is, compared to only 10% of men.
• Romantic partners are safe spaces: 70% of Gen Z and Millennials feel most comfortable talking about money with their partner or significant other.
• Income remains a barrier to saving for men and women: 39% of Gen Z and Millennials do not have a 401(k) or IRA because they think they do not make enough money.
• Childhood impacts financial habits in adulthood: 53% of Gen Z and Millennial men report being good at budgeting due to habits learned in childhood, compared to 44% of woman.

A Call for Money Stories

As a step toward having important conversations about money, Principal Foundation is encouraging individuals to share stories about their money experiences as part of its nationwide short story contest. Stories can be submitted online now through October 12, 2025, 11:59 pm PDT at https://bit.ly/3JHBJ1g

Entering the contest is free. The winner and up to 20 finalists will be selected by an esteemed panel of literary authors and experts, including David Drury, Mateo Askaripour, Paco de Leon, Bourree Lam, and Daniel Lefferts, along with Principal Foundation, Short Édition, and The Center for Fiction. Stories will be distributed across Principal Foundation's Short Story Dispensers in Times Square in New York, N.Y.; Charlotte Mecklenburg Library in Charlotte, N.C.; Elliott Bay Book Company in Seattle, Wash.; Prairie Lights in Iowa City, Iowa; Politics & Prose in Washington, D.C.; and Principal Financial Group in Des Moines, Iowa.

Terms and conditions apply. Adults ages 18 and older are encouraged to submit original fiction or creative nonfiction stories through the contest website. The winner and the finalists will be announced in January 2026.

*Source: U.S. Bureau of Labor Statistics, July 2025 Employment Situation Report, Table A-1. Employment status of the civilian population by sex and age [Numbers in thousands]

About Principal® Foundation
Principal Financial Group Foundation, Inc. ("Principal Foundation") is a duly recognized Section 501(c)(3) entity focused on providing philanthropic support to programs that build financial security in the communities where Principal Financial Group, Inc. ("Principal") operates. While Principal Foundation receives funding from Principal, Principal Foundation is a distinct, independent, charitable entity. Principal Foundation does not practice any form of investment advisory services and is not authorized to do so. Established in 1987, Principal Foundation works with organizations that are helping to shape and support the journey to financial security by ensuring access to essential needs, fostering social and cultural connections, and promoting financial inclusion. Principal Foundation supports a diverse community of 85 charitable organizations across the globe. – 4773517-082025

Media Contact

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SOURCE Principal Foundation