A new study from U.S. Bank, conducted in partnership with Morning Consult, shows a major generational shift in how families approach conversations about money, reshaping financial education at home. While many Americans grew up in households where money was rarely discussed, today’s parents are rewriting the playbook, starting earlier and talking more openly with their children.A new survey from U.S. Bank and Morning Consult reveals how parents are approaching money conversations at home.The survey of more than 3,000 U.S. adults found that about half said money was rarely or never discussed growing up. Older generations were less likely to have had those conversations. However, today’s parents report more comfort talking about money with their kids and a growing focus on helping them build financial skills early.“Today’s parents are the first generation where a majority are choosing to have open conversations with their kids about money – and at an early age,” said Arijit Roy, head of consumer and business banking products at U.S. Bank. “These findings underscore our continued focus on empowering families with tools to start money conversations and offer real-world experience with money, so the next generation can make smarter financial decisions sooner.”Key findings:Less than half (49%) of Baby Boomers said money was discussed growing up, compared with 62% of Gen Z who report having those conversations.Nearly 9 in 10 parents said they feel comfortable talking to their children about money, signaling a significant shift toward transparency and early financial education.About two-thirds of parents said they have already started, or plan to start, teaching basic money management concepts before their children turn 12.More than 9 in 10 said it’s important that children learn how to save, budget and set financial goals.Nearly 9 in 10 said how they model spending and saving habits is one of the most influential factors shaping their children’s financial understanding — ranking higher than schools, peers, or social media.At the same time, the research shows a gap between intent and action. While parents increasingly recognize the importance of early financial education, only about half have opened a youth bank account for their child. Among parents who haven’t opened an account, the biggest barrier isn’t cost or complexity – it’s uncertainty. Almost a quarter of parents said their child isn’t ready yet, while more than 1 in 10 said they don’t know where to start or which option to choose.U.S. Bank + Greenlight: Turning Talk into ActionTo help address the gap, U.S. Bank partners with family tech company Greenlight to provide tools that support hands-on financial learning for families.The Greenlight app and debit card help kids and teens learn concepts like saving, spending, and budgeting in a structured, real-world way, while giving parents visibility and control. U.S. Bank clients with eligible checking accounts receive complimentary access through the U.S. Bank Mobile App, a $69 annual value.NoYesPersonal Finance01 Jul, 2026