Nearly half of American consumers agree that a salary alone is no longer sufficient to make ends meet, necessitating side hustles to generate income, according to the TruStage 2026 What Matters Now study. The survey, conducted in partnership with Ipsos, reveals that 46% of Americans hold this view, an increase from 39% in 2022. This sentiment is particularly pronounced among Black consumers (58%), women (50%), Millennials (52%), and BIPOC consumers overall (50%). The findings indicate a significant shift in the American Dream, which is now fractured along lines of generation, race, and identity, with financial stability becoming the primary priority.

The study highlights that the definition of the American Dream varies significantly across demographics. For many, the focus has shifted toward financial security, with the top three dreams being having enough money to retire comfortably (35%), being debt-free (34%), and providing for a family (34%). Younger Americans prioritize homeownership, cited by 30% of Millennials and 28% of Gen Z. Meanwhile, Hispanic consumers are most likely to prioritize providing for family (40%), while Asian consumers focus on retirement (39%), and White non-Hispanic consumers emphasize retirement (38%) and being debt-free (36%).

Neurodivergent Americans, representing 21% of respondents, are carrying a heavier financial worry load despite having similar income levels and higher employment rates than their neurotypical peers. The study found that 34% of neurodivergent consumers feel anxious about their financial situation compared to 22% of neurotypical peers. Additionally, 46% are worried about job loss compared to 34% of neurotypical peers. This group also exhibits higher entrepreneurial tendencies, with 30% owning a business, nearly double the rate of neurotypical peers. However, they report lower satisfaction and trust in financial institutions.

The financial services landscape is undergoing an inflection point as alternative platforms gain traction. While credit unions continue to lead in satisfaction and trust at 77%, fintech and money movement platforms are growing in popularity. Money and payment services have increased their share of primary financial institution relationships from 2% to 12%, and fintech usage has grown from 13% to 17%. There is a widening satisfaction gap, with neurodivergent satisfaction at 56% compared to 68% overall, LGBTQIA+ satisfaction at 54%, and non-binary satisfaction at just 32%.

Key Findings by Demographic

The research indicates that consumers are increasingly seeking a consolidated, digital path for financial services, with social media and AI playing a growing role in product research and selection. TruStage emphasizes the need for financial service providers to understand these diverse realities with empathy and design simple, affordable solutions to help people protect what matters most.

Accounting undergraduate enrollment in US colleges and universities rose 8.9% to 205,180 in spring 2026, significantly outpacing the 1.3% growth rate for all majors and business-related fields. The increase marks the third consecutive year of growth for 4-year accounting programs, according to an analysis by the American Institute of CPAs (AICPA) of data from the National Student Clearinghouse Research Center. The surge reflects strong momentum for the profession, driven by rising interest in the new CPA Exam and increasing entry-level pay.

Overall undergraduate accounting enrollment, including community colleges and hybrid institutions, grew 5.7% year over year to 281,992 students in spring 2026. This compares to 266,868 students in the prior year. However, enrollment in 2-year and related undergraduate programs fell 3.2% to 64,900, highlighting a divergence in growth between different institution types.

The growth in accounting enrollment contrasts with the broader business, management, and marketing majors, which saw a 1.3% increase in undergraduate enrollment for the semester. The 1.3% growth rate for all majors aligns with the overall business sector, underscoring accounting's relative outperformance. The spring 2026 increase follows a 12.7% rise in spring 2025 and a 4.8% increase in spring 2024.

"This is the third straight year we've seen increases, so accounting is really showing momentum right now among students," said Susan Coffey, CPA, CGMA, the AICPA's CEO of public accounting. "But it's more than just enrollment data. We're seeing strong interest in the new CPA Exam, rising entry-level pay within firms and finance teams, and more buzz in general about accounting as a great career choice for students and young professionals."

Positive trends for the profession extend beyond enrollment. In 2025, first-time CPA Exam candidates reached their highest level since 2018, excluding the 2023 spike preceding the exam format change. Exam passers and unique candidates also hit their highest levels since 2017, with the same exception. The AICPA continues to collaborate with educators and employers to promote workforce development through initiatives like the Professional Ready Initiative.

Enrollment Growth Comparison