How Americans Make Major Life Decisions: Intuition, Prayer, and Vibes Lead the Way
In a revealing new study, Americans across generations are embracing non-traditional decision-making approaches for life’s most significant choices. A poll of 2,000 U.S. adults found that 70% rely on factors beyond pure logic, with 36% following their intuition, 29% turning to prayer, and 19% simply going with “the vibes.” The research, conducted by Talker Research for Life Happens during Life Insurance Awareness Month, shows fascinating generational differences in how people approach major decisions. Perhaps most surprisingly, 71% of respondents report having “zero regrets” about choices made this way, suggesting these unconventional methods might be more effective than skeptics assume.
Different generations gravitate toward different decision-making influences. Gen Z stands out with 22% basing major decisions on social media posts, while millennials (17%) report following “cosmic signs from the universe.” These intuitive approaches have guided people through major life transitions, including choosing new jobs (32%), deciding where to move (26%), ending relationships (26%), quitting jobs (24%), getting pets (21%), and making investments (20%). The generational differences extend to specific areas as well, with 31% of baby boomers purchasing homes based on gut feelings, 23% of Gen Z choosing educational paths, and 17% of millennials starting businesses based on intuitive signals rather than purely rational analysis.
The study reveals an interesting tension between heart and head, particularly among younger Americans. Gen Z reports the strongest battles between logic and passion, with 42% saying their heart rules their head in general decisions about relationships, jobs, and everyday choices—compared to just 28% of baby boomers who feel the same way. However, when it comes specifically to financial decisions, the pattern reverses dramatically: 67% of Gen Z, 69% of millennials and Gen X, and 83% of baby boomers say their head takes charge. This suggests Americans compartmentalize their decision-making, allowing emotion to guide some areas while applying stricter rational thinking to money matters—though the research reveals exceptions to this rule as well.
Americans also show generational differences in how they seek input before making major purchases over $500. Gen Z typically consults six people, millennials seek advice from seven, Gen X talks to five, and baby boomers limit themselves to just three trusted advisors. Partners (40%), parents (27%), best friends (25%), and siblings (18%) top the list of consulted parties. Interestingly, only 7% report consulting financial professionals—fewer than those who turn to Google (15%) or social media (9%). Nearly half of all respondents (47%) believe that if a major expense “feels right,” that’s sufficient justification to move forward and figure out payment details later, with millennials most strongly embracing this approach (61%). Kevin Mayeux, CEO of the National Association of Insurance and Financial Advisors, suggests a balanced approach: “Leading with your head, but informed by your heart, is a great way to make solid financial choices. But if you’re already consulting up to seven people when making a big decision, why not make sure one of them is a financial professional?”
The research also reveals insights into Americans’ attitudes toward long-term financial planning. More than half (56%) subscribe to the philosophy of “spending money while they’re alive” rather than saving for future generations (34%). This present-focused mindset extends to end-of-life planning, with 46% reporting they don’t feel prepared for this inevitability, and 48% feeling financially unprepared for their later years. Despite these concerns, many have taken some concrete steps: 34% have life insurance, 29% have created wills, and 16% have established trusts. Respondents indicated they would prioritize end-of-life planning following a personal health scare (28%), a poor health diagnosis (26%), or after experiencing the health crisis or death of someone close to them (20%).
Brian Steiner, Executive Director of Life Happens, emphasizes the importance of being proactive about financial planning rather than reactive: “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.” For those who respond to intuitive nudges, Steiner adds, “And if a ‘cosmic nudge’ is helpful, then consider this your sign from the universe to get the life insurance coverage you need.” The survey highlights how Americans’ decision-making processes blend practical considerations with emotional, spiritual, and intuitive factors—creating a rich tapestry of approaches to life’s most important choices that varies significantly across generational lines.
