Financier №2 (42) 2026

Stock market trading has long become an integral part of the overall financial system. Zoomers (Gen Z), born from the late 1990s to the early 2010s, enter the stock market at a younger age and shape a new type of behaviour that differs from previous generations in terms of decision‑making speed, risk perception, and long‑term goals.

Life of Others

Zoomers don’t feel that one needs to be an expert to trade on the stock market. According to a study conducted by the CFA Institute (a professional investors association) and FINRA (a brokerage regulator), about 56% of Gen Z representatives are already investing, and many of them entered the market before the age of 18.

This was facilitated by the democratisation of the financial sector. To start trading on the exchange, one now only needs a basic interest in the subject, a small amount of money, and a smartphone. User‑friendly trading apps and fractional shares make market operations as accessible as any other digital services.

Today’s investment decisions rely not only on analytics, corporate report data, and opinions of professional market participants. The digital environment and a person’s ability to filter the endless flow of new information play a significant role. In such conditions, the influence of psychological factors — particularly the fear of missing out (FOMO) — intensifies.

Almost half of Zoomer investors admit to having made at least one decision under the influence of this effect, and for some, it was the very reason they entered the market. In other words, for Gen Z, investing is both a reaction to general trends and a strategy for growing income.

Here and Now

The job market has become more competitive and less predictable, geopolitical turbulence has intensified, economic cycles have shortened, and crises occur more frequently than in previous decades.

In these conditions, investing is no longer about seeking easy and quick money — it’s primarily an attempt to regain control over the future. The model where a person works for decades at the same company for deferred stability is no longer seen as the only option. Gen Z is not willing to postpone financial freedom to a later stage of life, especially in a world where stability itself is becoming rare.

In this context, investing begins to be perceived as one of the tools that allows earning money now, rather than sometime in the future. The choice of assets directly reflects this new generation’s behaviour. A focus on cryptocurrencies and individual stocks sets Zoomers apart from older “colleagues”, who more often prefer diversification and more conservative strategies. But behind this lies a desire for higher potential returns in an environment where traditional instruments don’t allow for rapid capital growth.

With an Eye on the Future

Another factor characteristic of Gen Z is sensitivity to socially significant issues. The generation of the digital era is equally interested in financial performance, environmental and social agendas of companies, and in some cases, political factors. This is largely due to their long planning horizon, where the consequences of decisions are felt more acutely.

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