RADNOR, Pa.–(BUSINESS WIRE)–New research from Lincoln Financial (NYSE: LNC) shows that while more than half of Americans surveyed identify finances as a leading or major stressor, 84% are motivated or have begun to take action to improve their wellbeing, suggesting an encouraging reality that individuals are looking to regain control of their financial future.

Finances remain the leading source of stress for Americans surveyed, outpacing work, health, relationships and current events, and Lincoln’s research suggests that many people want practical support to help them turn financial intention into meaningful progress.

That insight is central to Lincoln’s The Action Plan, a campaign designed to help people think beyond traditional retirement planning and take practical steps toward the future they want. Rather than be guided by one singular amount to save in retirement, the campaign encourages taking a more holistic view, gauging what experiences – such as hobbies, passions and pastimes – or priorities matter most and crafting a retirement plan to meet those objectives.

“Financial stress has a way of pulling people into the immediacy of today and making it difficult to focus on tomorrow,” said John Kennedy, EVP, Chief Distribution and Brand Officer at Lincoln Financial. “This research is encouraging because it shows Americans haven’t given up on their future; they are ready to take action. The challenge is turning that motivation into momentum, and that starts with giving people practical guidance, simple tools and the confidence to take the first step.”

From financial stress to financial action

Lincoln’s research reveals a nuanced picture of how Americans are experiencing and responding to stress today. According to Lincoln’s Consumer Sentiment Tracker, other notable takeaways include:

• 65% of those experiencing stress say it negatively affects their ability to manage their finances, creating a “financial stress loop” in which financial concerns and stress can reinforce one another.
• Americans’ top financial concerns are inflation, keeping pace with rising costs of living and having enough income in retirement.
• 67% of Americans surveyed report experiencing physical symptoms of stress, highlighting the impact stress can have on overall wellbeing.
• While financial stress is a nearly universal experience, clients of financial professionals are less likely to see finances as a primary or top stressor (44%) compared to all US adults (54%).

Amid these challenges, the fact that the majority of respondents are seeking to take action demonstrates a strong desire to improve one’s financial outlook and take greater control of their future.

“Too often, people think financial planning is only about dollars and cents,” said Kennedy. “In reality, people don’t dream about account balances. They dream about travel, time with loved ones, new adventures and the passions they hope to pursue for years to come. When people can connect their finances to the experiences that matter most to them, they become more motivated to plan.”

Through The Action Plan advertising campaign, Lincoln is focused on helping individuals connect their financial goals with the life they want to live in retirement. Today’s pre-retirees are among the most active adults, and many are not looking to slow down as they age. They want to keep spending time with family, traveling, enjoying outdoor activities and trying new experiences. By encouraging people to think first about the passions, pastime and priorities they want to carry into retirement, the campaign offers a more personal and practical way to plan for the future. Lincoln supports that mindset through educational resources, planning tools and insights that can help people build confidence and take action toward the retirement they envision.

Ultimately, the findings suggest the conversation around financial wellbeing is shifting, and while Americans continue to face financial pressure or feel stress, they are seeking ways to move forward.

Methodology: Lincoln Financial’s Consumer Sentiment Tracker surveys more than 1,000 US adults each quarter to understand attitudes toward financial wellbeing, stress, and decision-making. Data is collected using the Qualtrics survey platform. The sample includes quotas to be representative of the total US adult population. This analysis is based on data collected in January and April 2026.

FAQ

Why is financial stress such a significant issue today?

Lincoln Financial’s research shows that finances remain the leading source of stress for Americans, surpassing work, health, relationships and current events. Financial stress can affect more than just a person’s bank account. It can influence wellbeing, physical health, productivity and the ability to make progress toward their goals.

What is the most significant takeaway from the research?

Financial stress is affecting how Americans feel, how they make decisions and whether they are able to take action toward their goals. The research reveals the opportunity for Americans who want to improve their situation and are looking for guidance on where to begin.

What is Lincoln’s The Action Plan?

Retirement is about more than what you have saved, it’s about having the confidence and financial security to keep doing the things you love. Lincoln’s “The Action Plan” is a campaign designed to help Americans prepare for the future with educational resources, planning tools and insights that support a more secure retirement, so they can continue pursuing their passions and pastimes for years to come.

About Lincoln Financial

Lincoln Financial helps people confidently plan for their vision of a successful financial future. As of December 31, 2025, approximately 17 million customers trust our guidance and solutions across four core businesses – annuities, life insurance, group protection, and retirement plan services. As of June 30, 2026, the company had $366 billion in end-of-period account balances, net of reinsurance. Headquartered in Radnor, PA., Lincoln Financial is the marketing name for Lincoln National Corporation (NYSE: LNC) and its affiliates. Learn more at LincolnFinancial.com.

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