- Whilst financial security matters to most generations, younger generations are shaping their bucket lists differently from the older generations, with Gen X focusing on early retirement, Gen Z prioritising marriage, and Millennials choosing to travel.
- Lee Davies, a life insurance expert at Confused.com, explains how a life insurance policy ensures peace of mind for individuals and their loved ones, helping them achieve their bucket list dreams while being protected.
The majority (91%) of UK adults have already given thought to their 2026 bucket list. But new research from Confused.com life insurance shows that what tops the list of their priorities varies by generation, with some focusing on financial stability, while others consider travelling to be their biggest goal.
Overall, the research found that UK adults prioritise financial stability (58%), followed by travelling abroad (54%) and owning a home (35%).
Generational divides reveal changing priorities
While financial stability remains important across all age groups, each generation has distinct priorities and aspirations. Gen Z blends traditional milestones with modern ambitions, with over half (51%) aspiring to own a home, two-fifths (42%) aiming for their dream career, and more than two-fifths (43%) planning to start a family. Notably, 4 in 10 (42%) also plan to get married, highlighting that conventional life goals still matter alongside newer pursuits.
Millennials, by contrast, are more focused on travel and increasing their income, while Gen X places greater emphasis on long-term financial security and early retirement. Family goals also differ by generation: starting a family is a key priority for Gen Z, compared with fewer than a quarter (22%) of Millennials and just 3 in 50 (6%) of Gen X, reflecting either completed family planning or a decision not to have children.
What’s people’s bucket lists?
| Bucket list goals and experiences | 18 to 28 (Gen Z) | 29 to 44 (Millennials) | 45 to 60 (Gen X) |
|---|---|---|---|
|
Travel abroad
|
56%
|
58%
|
47%
|
|
To be financially stable
|
61%
|
62%
|
49%
|
|
To go on a specific holiday abroad
|
38%
|
44%
|
37%
|
|
To own a home
|
51%
|
35%
|
19%
|
|
To travel around the world for a long period of time
|
38%
|
35%
|
24%
|
|
To go on a unique experience (e.e., seeing a solar eclipse, swimming with dolphins)
|
30%
|
32%
|
23%
|
|
To try a creative activity (e.g., write a book, speak fluently in another language, learn an instrument, etc.)
|
30%
|
35%
|
18%
|
|
To try an activity outside of a comfort zone (e.g., bungee jump, hot air balloon ride, skydiving, etc.)
|
28%
|
29%
|
15%
|
|
To have a dream career
|
42%
|
22%
|
9%
|
|
To start a family (e.g., have children)
|
43%
|
22%
|
6%
|
|
To get married
|
42%
|
21%
|
8%
|
Travel is a favourite amongst Millennials, Gen Z, and Gen X
Travel remains one of the most popular bucket list aspirations amongst all generations, with almost 3 in 5 (58%) Millennials, almost 5 in 10 (56%) Gen Zs, and almost half (46%) of Gen Xs stating they want to travel abroad in their lifetime. Over two-thirds (71%) of Gen Xs prefer iconic destinations, and almost half (48%) prioritise luxury experiences when planning a trip, while fewer seek adventurous or long-term travel compared to the younger generations.
Gen Z expressed a desire to meet new people, with almost two-fifths (38%) stating they are drawn to long-term travel and 1 in 3 (31%) revealing a desire to work and live abroad. 1 in 5 (20%) also stated they aim to go backpacking and embark on a solo trip. Almost 3 in 10 (28%) want to go outside their comfort zone and have adventurous experiences such as a bungee jump, hot air balloon ride, or a skydive.
Financial aspirations are a huge focus for many
More than half (51%) of Gen Zs expressed home ownership as a top bucket list goal, followed by over a third (35%) of Millennials and almost one in 5 (19%) Gen Xs.
Early retirement was an important factor for almost two-fifths (39%) of Gen Xs, whereas it is much less of a focus for Gen Zs, with only 1 in 10 (10%) and 1 in 6 Millennials stating it as a priority. Over two-thirds (67%) of Millennials and almost two-thirds (64%) of Gen Xs said achieving financial independence is hugely important to them. In contrast, only 5 in 10 (49%) Gen Zs consider it a top goal.
Tom Vaughan, life insurance expert at Confused.com, shares, “Home ownership is a big priority across all generations, and it’s one of the biggest financial commitments people make. A life insurance policy can be a safeguard that guarantees your mortgage will be covered and you and your loved ones can stay in your home if the unexpected occurs. With financial stability ranking highly among their priorities, taking out a life insurance policy is a sensible step to help protect themselves while working toward their long-term goals.”
“Gen Zs showed the most interest in their dream careers, with over two-fifths (42%) stating it’s an important goal of theirs. This compares to less than a quarter (22%) of Millennials and fewer than 1 in 10 (9%) Gen Xs, suggesting they are already settled professionally.
What is influencing people’s bucket list choices?
| Type of influence | 18 to 28 (Gen Z) | 29 to 44 (Millennials) | 45 to 60 (Gen X) |
|---|---|---|---|
|
Family upbringing and values
|
45%
|
543%
|
27%
|
|
Economic conditions (e.g., cost of living)
|
36%
|
39%
|
45%
|
|
Desire to experience more after the pandemic
|
23%
|
24%
|
22%
|
|
Social media and influencers
|
22%
|
14%
|
6%
|
|
Climate and sustainability concerns
|
11%
|
15%
|
7%
|
|
Pop culture and media
|
18%
|
11%
|
4%
|
The study found 4 in 10 (45%) Gen Zs are heavily influenced by family, 1 in 5 (22%) by social media, and almost 1 in 5 (18%) by pop culture. But nearly two-fifths (39%) said economic factors, such as the cost of living, have a bigger impact.
Over 4 in 10 (45%) Gen Xs are mostly influenced by economic conditions, indicating the cost of living has shifted people’s choices. They are also less influenced by social media or pop culture, which reflects the older generation's lean towards more practical choices.
The pandemic has had a big influence on how Brits approach life, with 1 in 4 people across all age groups (22–24%) saying they want to pursue new experiences more since the pandemic. This reveals a mutual perspective of “life is too short” when it comes to shaping their life goals.
Lee Davies, life insurance expert at Confused.com, comments,
“No matter what age you are, planning forward and ensuring security for your family and loved ones is important. Life insurance ensures that the goals you are working toward don’t become someone else’s financial stress. It’s about securing your dreams and your family’s future, not just planning for the unexpected. Taking out a life insurance policy ensures peace of mind, no matter what your bucket list goals are. While only 1 in 10 (10%) of Gen Zs are focusing on retiring early and almost half (49%) want to reach financial independence, life insurance offers a realistic way to protect your personal finances and provide a safety net for you and your loved ones.”
To find out more about a life insurance policy, visit: https://www.confused.com/life-insurance
-ENDS-
cookie usage