Did you watch Bad Bunny's historic Super Bowl halftime show? Or did you tune into Kid Rock's "All-American" alternative instead?
Your answer might reveal more about your spending habits than you think.
Here’s what’s inside:
P.S. If you want to talk through your own finances, you can book a free 1-hour coaching call here ☎️
What your halftime choice might say about your wallet
Caught up on the Super Bowl halftime buzz yet? (And its "All-American" counterpart?)
If you missed it: Bad Bunny made history as the first Latino artist to headline the Super Bowl, and the first to perform primarily in Spanish to over 120 million viewers. At the exact same time, Kid Rock hosted an alternative "All-American Halftime Show" that pulled 6.1 million concurrent viewers on YouTube.
Having two shows just highlights the divide between conservative and liberal America further, and it's showing up everywhere: in the news we consume, the brands we buy, even which halftime show we chose to watch.
But here's what really caught our attention: This wasn't just about entertainment preferences. It reveals fundamentally different worldviews about money, success, and how we spend.
Research backs this up. Studies show that political and cultural identity genuinely shapes spending habits:
60% of consumers either "buycott" (intentionally buy products aligned with their values) or boycott brands based on political identity.
Liberals tend to go for products that show that they are ‘unique’ from others (choosing products with unconventional designs), while conservatives gravitate toward items that signals that they are ‘better’ than others (choosing products from high-status luxury brands).
The people who watched Bad Bunny and those who watched Kid Rock likely…
See different ads targeting different products
Get different financial advice from different influencers in their feeds
Define "success" and "making it" differently
Support different brands and businesses
Have different investing philosophies
How does this apply to you:
✅ Audit your information diet. Who are you following for money advice? Are you only hearing from people in your cultural bubble? Intentionally seek out perspectives from different backgrounds. Not to change your values, but to avoid blind spots.
✅ Question your "must-have" purchases. When you feel pressure to buy something (whether it's certain brands, experiences, or products), ask: “Is this actually important to me, or am I spending to signal belonging to my group?”
✅ Recognize values-based spending vs. identity spending. There's a difference between supporting businesses that align with your genuine values and overpaying just to show which "team" you're on. One is intentional, the other is expensive.
Want to talk through your spending patterns? Book a free call and we'll help you get clarity.
Your daily $20 habit is costing you more than you think
It's easy to justify small daily expenses. $20 here, $15 there. It doesn't feel like much in the moment. But when you zoom out and do the math, those little daily purchases add up fast.
The occasional splurge to reward yourself or pay for comfort isn’t the problem. It's the habitual spending that flies under the radar.
@startdoingwell Retirement doesn’t get funded by leftovers. It gets funded when one everyday expense gets reassigned. Do a quick audit of your daily spend... See more
What Gen Z trends say about money
Financial stability is in fashion. Whether it's wearing a quarter-zip sweater or sporting a "401(k) haircut”, Gen Z men are embracing styles that signal financial responsibility.
This is made obvious by the trending "401(k) mullet". It’s a more polished, grown-up version of the shaggy mullet, but shorter, more contained, more professional. And it's catching on because, according to experts, Gen Z is trying to project financial security in a job market that feels increasingly uncertain.
Why the shift? What used to be boring (like the 401(k)) is highlighted now as unattainable… and therefore sexy.
With fewer job prospects (partly due to AI), young people feel like the traditional path to a stable job with a 401(k) and financial growth "is not guaranteed." So they're dressing and grooming like they've already made it and trying to attract the success they want.
What this means for you:
✅ Don't just look the part. Build the foundation. If you're inspired by these trends, channel that energy into actual financial moves: open a retirement account, start contributing, automate your savings.
✅ Start early, even if it's small. Gen Z is proving that starting young (even with small contributions) makes a huge difference over time. You don't need to max out your 401(k) today. Just start.
✅ Be careful with "finfluencers." Social media is great for motivation, but not all financial influencers are licensed professionals. Get tips from TikTok, but verify advice with trusted sources or a vetted financial advisor.
We offer personalized financial coaching to help you build a plan that goes beyond what's trending on social media. Book a free call here.
More retirees are going back to work
A growing number of retirees are "unretiring". And while money is part of it, it's not the whole story.
Some are struggling financially. Inflation, rising healthcare costs, and longer lifespans mean retirement savings aren't stretching as far as expected.
But many are going back for other reasons:
Boredom and lack of purpose
Missing social connections from work
Wanting to stay mentally sharp
Realizing retirement wasn't what they imagined
What this means for you:
If you're decades away from retirement, this is a reminder: Retirement isn't just a financial plan. It's a life plan.
Saving enough money is critical, but so is thinking about what you'll actually do when you stop working.
What you can do:
✅ Start thinking about purpose now, not later. What hobbies, volunteer work, or community involvement could give you meaning outside of a paycheck? Build those habits before you retire.
✅ Don't rely on work to be your only social network. Invest in friendships and connections outside your job so you're not starting from scratch in retirement.
✅ Plan for a longer retirement than you think. People are living longer. Your savings need to last 20–30 years, not just 10–15.
Worth the Click This Week
📚 High schoolers are finally getting financial education (but is it enough?). More states now require personal finance courses before graduation, but the quality varies wildly. See what's working (and what's not) »
💰 Should you take the standard deduction or itemize on your 2025 taxes? With tax season underway, here's a quick breakdown to help you decide which option saves you the most money. Read the guide »
👶 The real cost of IVF and fertility treatments in your 40s. One woman's story of navigating the financial and emotional toll of trying to have a baby later in life. A must-read if you're considering this path or know someone who is. Read her story »
💐 Valentine's Day spending to hit record $29 billion. Americans are expected to spend more than ever this year. Here's how to celebrate without going deeper into debt. Get the tips »