In the early days of this stubborn recession, a favorite filler article in magazines and newspapers was the return of frugality. People were saving more, the articles cheered. We were cutting back, finding a new contentment in “less is more.” Pronouncements followed that we had collectively turned over a new leaf and were never, ever returning to our debt-ridden, profligate ways.
I had my doubts. A rule of thumb is that only 10% of those who try to change a habit or way of life (think dieting) actually make it stick. I figured we’d be back on our way ringing up another unneeded sweater or tank top (shoes are an entirely different matter) before the year was out. But then I started reading the transcripts of interviews we’re doing with 22-year-olds.
Of the 60 or so interviews I’ve read, not a one has credit card debt. Most have shunned credit cards in favor of debit cards, and if they do have a credit card, they pay it off every month. I’d wager that some are glossing over the truth on this question. It’s well-documented that people don’t tell the truth to interviewers about sensitive topics like sex or money. Debt is still a bit shameful, so I would suspect that some of those who claim they have no debt actually do.
The Survey of Consumer Finances reports that in 2009, 42.8% of households whose head is under age 35 had credit card debt. Our 22-year-olds are on the young end of that age scale and so have had less time or “adult” demands to use the credit card (like those trips to Home Depot). Therefore, a smaller share might have credit card debt. On the other hand, they’re young and still reckless, and are more likely to have racked up debt on pizza and beer and a trip to see a friend across the country. But my guess is that a smaller share–30% maybe?– of 22-year-olds has credit card debt than the overall number.
The more interesting trend in the SCF data is the sharp decline in credit card debt since 2007. And those under age 35 saw the sharpest declines among all age groups. In 2007, 50.6% of those under age 35 had credit card debt. By 2008, 42.8% did. That’s a sizable change.
The young people we interviewed are terrified of senseless debt, and especially of the damage too much debt can do to one’s credit report. As this young women said, “I’m terrified of bad credit, so I try not to have any debt at all. If I can’t afford it, I know where to cut off things. I know which things are luxuries. I know which things aren’t necessary. And most things in life aren’t necessary. We just think they are.”
They’re more cost-conscious for a reason, of course: college debt meets no job. A new study by the Heldrich Center for Workforce Development at Rutgers compares the employment prospects for 2010 college graduates with those graduating in 2006. One striking finding, as my husband pointed out, is the starting salaries. The median starting wage for a young person with a BA is $27,000, down from $30,000 among those graduating in 2006. Not only is that a 10% penalty for starting work in a recession, but as Rex said, “$27,000 isn’t all that much more than I was making as a pharmacy technician in the 1980s!”
And Rex didn’t have college debt to contend with, which is on the rise, and he had health insurance. The average amount of college debt is now up to $23,000. (Of course, the payoff is still strong, even if weakened by the recession). One-fourth of 2010 grads took a job without health insurance just to have a job, compared with 14% in 2006.
So the most recent batch of college grads is fighting for a place in the job escalator, while worried about the looming $400-500 college debt payment that will kick in soon, not to mention the rising cost of gas and food and health insurance. No wonder they’re rethinking that night out on the town or the new trench coat for spring.
But regardless of the recession, this is also a generation that is shunning the role of passive consumers and is concerned about leaving a smaller footprint. Perhaps it is this larger shift in attitudes that is also showing up in their shopping habits. When we ask them “are you a big shopper?” the majority say no. And they often contrast their habits with their parents’, who they frequently claim love nothing more than to shop and spend. It sounds like the makings of a generational divide, except the scolds this time around will be the kids, tsk-tsking their parents’ latest purchase.
Time will tell if the youngest generation just hitting the path to adulthood will be frugal adults or if they’ll fall into the 90% group of reformers who fall off the wagon. Perhaps they’ll become, like this young woman, simply resigned to the debt. ”I think that everyone’s in debt and that’s just how it is….I guess I’m more understanding of money issues that I would have been four years ago, that you can only do so much about it at this point.”
My sense, though, is that there is a sea-change underfoot in how we look at consumption, although in the end, it’s all relative. This generation came of age during a run of affluence and are accustomed to a higher standard of living to begin with. What they consider “cutting back” makes my mother, who grew up in the Depression, kick into lecture mode. I doubt this generation will start washing out and saving their generic-brand “ziploc” bags anytime soon or consider Cool-Whip containers tupperware. And don’t get me started on my mother’s penchant for cheap toilet paper. But they might step back from the ledge of consumer insanity at least a little.

