New research from Lincoln Financial shows that while more than half of Americans surveyed identify finances as a leading or major stressor, 84% are motivated or have already begun taking action to improve their wellbeing — suggesting an encouraging reality in which 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 mix of pressure and readiness helps explain why employers, advisors and financial education efforts increasingly focus not just on long-term goals, but on giving people simple, actionable steps they can use now.

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 being guided by one singular amount to save for retirement, the campaign encourages taking a more holistic view: gauging which 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 — and how many are moving from intention to action. 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 with 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 the future. For financial professionals and institutions, that contrast between stress and action is meaningful: it points to an audience that is not disengaged, but looking for clearer guidance and a more tangible path forward.

“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, pastimes 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, and the sample includes quotas designed to be representative of the total US adult population. This analysis is based on data collected in January and April 2026.