The news: Among recent college graduates, 49% moved back in with their parents after graduation, and almost half of those are still living there. Indeed, 52% of Gen Zers are more likely to move back home over the next five years than buy a house, according to Clever Real Estate's survey. 

Zooming in: The housing affordability crisis is reshaping far more than where young adults live. Several data points point to a broader shift, per the Clever Real Estate survey:

• Half of Gen Zers say housing—not tuition—is their biggest financial challenge, and many say housing costs are affecting academics, even causing them to consider dropping out. 
• Nearly 60% of Gen Zers rely on financial support from parents, and almost half of recent graduates couldn't maintain their current lifestyle without it. 
• More than half doubt they'll be able to buy a home at the same age their parents did, and 58% are hoping for a housing market correction to improve affordability. 
• To buy a home sooner, some Gen Zers would delay marriage and children or even choose a partner based on income. 

Why it matters: Living with parents typically changes how young consumers spend on travel, entertainment, and major life purchases. It also extends parental influence over Gen Zers’ financial decisions. 

Recommendations for bank marketers: Housing affordability is reshaping the consumer lifecycle. As Gen Z relies longer on parental support, brands should rethink how they segment audiences, define adulthood, and forecast demand. Rather than assuming traditional milestones occur at predictable ages, marketers need to adapt to a generation whose purchasing power and household formation increasingly follow economic conditions.

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