[2026 Survey on Z世代's Views on Marriage and Money] Over Half of Z世代 Wanting to Marry Have Changed Their Views Due to Rising Prices; Over 70% of Both Men and Women Want to Discuss Household Budget Rules Before Marriage

Key facts

  • [2026 Survey on Z世代's Views on Marriage and Money] Over Half of Z世代 Wanting to Marry Have Changed Their Views Due to Rising Prices; Over 70% of Both Men and Women Want to Discuss Household Budget Rules Before Marriage
  • The PR office of the AI household account book app 'Onebank' conducted the '2026 Survey on Z世代's Views on Marriage and Money' targeting 1,322 men and women of Generation Z (ages 23-31) who wish to marry. Due to rising prices, 57.8% reported a change in their views on marriage. For men, 'stable income' is valued more than 'high income'. 98.3% of Generation Z assume a dual-income household, and a new standard of '3 Co's (Co-working, Co-sharing, Co-managing)' has emerged, highlighting a strong desire to share household budget rules and jointly build assets before marriage.
  • Source: PR Times
  • Date: June 2, 2026

Direct answer

The PR office of the AI household account book app 'Onebank' conducted the '2026 Survey on Z世代's Views on Marriage and Money' targeting 1,322 men and women of Generation Z (ages 23-31) who wish to marry. Due to rising prices, 57.8% reported a change in their views on marriage. For men, 'stable income' is valued more than 'high income'. 98.3% of Generation Z assume a dual-income household, and a new standard of '3 Co's (Co-working, Co-sharing, Co-managing)' has emerged, highlighting a strong desire to share household budget rules and jointly build assets before marriage.

Citation
[2026 Survey on Z世代's Views on Marriage and Money] Over Half of Z世代 Wanting to Marry Have Changed Their Views Due to Rising Prices; Over 70% of Both Men and Women Want to Discuss Household Budget Rules Before Marriage (June 2, 2026), PR Times
Source
PR Times
Date
June 2, 2026
The PR office of the AI household account book app 'Onebank' conducted the '2026 Survey on Z世代's Views on Marriage and Money' targeting 1,322 men and women of Generation Z (ages 23-31) who wish to marry. Due to rising prices, 57.8% reported a change in their views on marriage. For men, 'stable income' is valued more than 'high income'. 98.3% of Generation Z assume a dual-income household, and a new standard of '3 Co's (Co-working, Co-sharing, Co-managing)' has emerged, highlighting a strong desire to share household budget rules and jointly build assets before marriage.
調査NQ 0/100出典：PR Times

📋 Article Processing Timeline

  • 📰 Published: June 2, 2026 at 10:00
  • 🔍 Collected: June 2, 2026 at 10:29 (29 min after Published)
  • 🤖 AI Analyzed: June 7, 2026 at 00:19 (109h 49m after Collected)
The PR office of the AI household account book app 'Onebank' conducted the '2026 Survey on Z世代's Views on Marriage and Money' targeting 1,322 men and women of Generation Z (ages 23-31) who wish to marry. [Survey Results Summary] ● Among Generation Z who want to get married in the future, 57.8% said their views on marriage have 'changed' due to the recent rise in prices. Ideal for men: 'Stable income' is valued more than 'high income' ● Women value 'the ability to earn a stable income in any environment' (77.3%) more than 'a high annual income' (72.7%) in a marriage partner. There is a trend towards seeking 'a stable income resilient to recessions and environmental changes' rather than just 'high income'. New standard of married life that Generation Z realistically envisions: '3 Co's (Co-working, Co-sharing, Co-managing)' ● [Co-working] Regarding future working styles for couples, 72.0% of men and 68.5% of women hope for 'both spouses working full-time'. Including reduced hours and part-time work, 98.3% of Generation Z assume a dual-income household. ● [Co-sharing] A high percentage of both men and women value 'matching financial sense' (men 66.8%, women 78.7%) and want 'prior discussion of household budget management rules' (men 70.1%, women 79.2%), showing a tendency to emphasize 'sharing' values and rules about money before marriage. ● [Co-managing] Over 70% of both men and women want to work together with their partner on asset building (e.g., new NISA). Regarding the ideal form of a couple's finances, the 'joint wallet' type, where both contribute to living expenses, was the most common at 66.2% (integrated type 27.4%, contribution type 38.8%). When Generation Z with a desire to marry were asked if their views on marriage had changed due to the recent price hikes, 57.8% answered that they had, with 15.4% saying 'changed significantly' and 42.4% saying 'changed somewhat'. Ideal for men: 'Stable income' is valued more than 'high income' ● Women value 'the ability to earn a stable income in any environment' (77.3%) more than 'a high annual income' (72.7%) in a marriage partner. During the bubble era of the 1980s, the term '3 Kō' (high education, high income, high height) was popular as the ideal conditions women sought in a male marriage partner. To see changes from these values, women who want to marry and reported a change in their views were asked if they seek 'high annual income' in a future spouse. 72.7% answered that it applies, with 14.4% saying 'strongly applies' and 58.3% saying 'somewhat applies'. On the other hand, when asked if they value 'the ability to earn a stable income in any environment', 77.3% answered that it applies, with 20.4% saying 'strongly applies' and 56.9% saying 'somewhat applies'. These results show that the ideal for men is shifting from mere 'high annual income' towards a stronger demand for 'a stable income resilient to recessions and environmental changes'. New standard of married life that Generation Z realistically envisions: '3 Co's (Co-working, Co-sharing, Co-managing)' ● [Co-working] Regarding future working styles for couples, 72.0% of men and 68.5% of women hope for 'both spouses working full-time'. When those who want to marry and reported a change in their views were asked about their desired working style in future married life, 72.0% of men and 68.5% of women answered 'both spouses work full-time'. Overall, 98.3% of Generation Z assume a dual-income household, with 70.2% choosing 'both spouses work full-time' and 28.1% choosing 'one works full-time, the other works reduced hours or part-time'. ● [Co-sharing] A high percentage of both men and women value 'matching financial sense' (men 66.8%, women 78.7%) and want 'prior discussion of household budget management rules' (men 70.1%, women 79.2%). When asked if they have come to value whether their partner's values and sense of money match their own before marriage, 66.8% of men (23.8% strongly applies, 43.0% somewhat applies) and 78.7% of women (25.9% strongly applies, 52.8% somewhat applies) answered that it applies. Also, when asked if they want to specifically discuss rules and division of household budget management before marriage, 70.1% of men (18.7% strongly applies, 51.4% somewhat applies) and 79.2% of women (21.3% strongly applies, 57.9% somewhat applies) answered that it applies. Furthermore, when asked if they want to accurately know their partner's 'savings amount' and 'presence of debt' before marriage, 73.5% of all Generation Z (men 66.9%, women 80.1%) answered that it applies. This indicates a growing awareness among both men and women of the need to 'share' and clarify realistic values and rules about money before starting married life, against the backdrop of rising prices. ● [Co-managing] Over 70% of both men and women want to work together with their partner on asset building (e.g., new NISA). Regarding the ideal form of a couple's finances, the 'joint wallet' type was the most common at 66.2%. When asked if they want to work with their partner on asset building (e.g., new NISA) after marriage, 74.8% of men (24.8% strongly applies, 50.0% somewhat applies) and 76.9% of women (25.5% strongly applies, 51.4% somewhat applies) answered that it applies. When asked about the ideal 'form of a couple's wallet' in future married life, 66.2% preferred the 'joint wallet' type, where both contribute to living expenses. This includes the 'integrated type' (27.4%), where all income is pooled, and the 'contribution type' (38.8%), where each contributes a set amount. ◾️Comment by Haroka Takimoto, Researcher at AI Household Account Book App 'Onebank' Due to the impact of rising prices, the views on marriage among Generation Z are changing significantly. Replacing the traditional '3 Kō', the concept of '3 Co's', which emphasizes economic stability and partnership, is spreading. In particular, the heightened awareness of sharing financial sense and household rules before marriage, and the desire for joint asset building, can be seen as a realistic choice reflecting the current economic situation.

FAQ

Who was the target of this survey?

1,322 men and women of Generation Z (ages 23-31) who wish to marry.

What exactly are the '3 Co's'?

They are Co-working, Co-sharing (of financial sense and rules), and Co-managing (of assets and household budget).

What are the main points of the survey results?

Over half changed views due to rising prices. Stable income for men, dual-income assumption, and pre-marriage budget rule sharing are emphasized.

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