Article Summary

A May 2025 Bankrate survey found that 77% of U.S. adults don’t feel financially secure, and more than one-quarter say they’d need to earn $150,000 or more annually to feel comfortable. That’s nearly double the average full-time salary of $81,515 in 2023. Inflation has played a major role—$100,000 in 2020 now has the purchasing power of $124,353.

Generational and gender gaps persist: Gen X and women are most likely to report financial insecurity, with 35% of women saying they’ll never feel secure, compared to 29% of men. Only 29% of respondents believe their version of the “American Dream” is attainable, signaling a shift from aspirations of wealth to simply achieving stability.

Additionally, 3 in 5 workers live paycheck to paycheck, and nearly a third want early access to their pay. Employers are being urged to rethink compensation strategies, as base pay alone may not address workers’ financial stress.

Full article from HR Dive

Local Business Types for Broadcasters to Consider Contacting

• Credit Unions and Community Banks – These institutions can offer financial literacy programs, flexible loan options, and budgeting tools to help residents manage rising costs.

• Budgeting and Tax Prep Services – Local firms that assist with tax planning, debt reduction, and financial goal-setting can align with the growing demand for financial clarity and support.

• Payroll Advance and Earned Wage Access Providers – Businesses offering early pay access or financial wellness platforms can benefit from campaigns focused on reducing paycheck-to-paycheck stress.

Three Creative Campaign Ideas for Broadcasters to Consider

• Radio Station Commercial Idea: “Secure Your Future” – A series featuring financial experts and local residents sharing tips on budgeting, saving, and navigating inflation, paired with promotions from credit unions and tax services.

• TV Station Commercial Idea: “The New American Dream” – A campaign spotlighting real families and individuals redefining financial success, with stories of resilience and practical advice from local support services.

• Digital Advertising Campaign Idea: “What’s Your Number?” – Invite users to share the income they believe would make them feel financially secure. Use interactive polls, budgeting tools, and local business spotlights to drive engagement.

Source Acknowledgment

This LBS Ad Intel summary is based on information from HR Dive.