A new survey by Talker Research, conducted for Life Happens during Life Insurance Awareness Month, reveals that many Americans lean on intuition, prayer, and even “vibes” when making life’s biggest decisions.
The survey of 2,000 adults found that 70% turn to nontraditional guidance, with 36% depending on intuition, 29% on prayer, and 19% on general vibes.
Generational differences stand out. Nearly 23% of Gen Z respondents said social media influences their decisions, while 17% of millennials reported looking for cosmic signs.
These cues have influenced choices such as taking new jobs (32%), moving (26%), and ending relationships (26%). Baby boomers were the most likely to buy homes this way, with 31% saying they followed similar signals. Younger groups reported other outcomes, including Gen Z choosing college majors (23%) and millennials starting businesses (17%).
Confidence in these methods is high, with 71% of respondents saying they do not regret decisions made through intuition or signs.
The survey also examined how people balance emotion and reason. Gen Z is most likely to follow their heart, with 42% saying emotions outweigh logic in relationships and careers, compared to 28% of baby boomers.
Financial decisions show the opposite trend: 67% of Gen Z, 69% of millennials and Gen X, and 83% of baby boomers said they rely on logic over emotion.
Before spending more than $500, Americans often consult others. Millennials seek the most input, averaging seven people, while Gen Z consults six, Gen X five, and baby boomers three.
Trusted advisors include partners, parents, and friends. Professional guidance ranks low, with only 7% turning to financial advisors, compared to 15% using Google and 9% using social media. Nearly half of respondents said that if a purchase feels right, they make it and figure out payment later, a view strongest among millennials at 61%.
The study also found gaps in long-term planning. Fifty-six percent said they prefer to spend money while alive rather than save for future generations. At the same time, 46% said they are not prepared for end-of-life planning, and 48% said they are not financially ready for later life. Still, some steps are in place, with 34% carrying life insurance, 29% having a will, and 16% establishing a trust.
Personal experiences often drive planning decisions. Health scares, medical diagnoses, or the death of a loved one were among the most common triggers.
Brian Steiner, Executive Director of Life Happens, emphasized the value of acting early. “People may not know that life insurance is an easy and affordable way to get this planning started. But don’t wait, because the best time to get it is when you are young and healthy. It can be more complicated if you have a health scare or diagnosis. And if a ‘cosmic nudge’ is helpful, then consider this your sign from the universe to get the life insurance coverage you need.”
The results highlight how Americans are blending intuition, faith, and logic in their choices, while also showing that long-term financial planning often lags behind.
