In an era where prices are soaring and every dollar counts, Americans are rebranding what it means to be cautious with money. Once considered “cheap,” being frugal is now seen as smart—and even admirable.
According to the latest discussion on the Roggin Report, 61% of Americans say frugal is no longer a tacky label. Instead, it's viewed as knowing how to manage money in tough economic times. That might mean opting for off-brand cereal like toasted oats over Cheerios, or RC Cola instead of Coke. And there’s nothing wrong with RC.
It’s more than a buzzword—it’s a generational shift. While younger generations are embracing money talks, older ones often still find them uncomfortable. A recent survey shows 13% of Gen Zers feel awkward asking basic financial questions. That jumps to 44% for Gen X and a notable 64% for Baby Boomers.
Roggin Report contributor Chauncey Thompson, who works in the financial sector, made the distinction clear: “Frugal people analyze their expenses and make smart decisions. Cheap people pick and choose—they might dine at a fancy restaurant but then skimp on essential services, like hiring a CPA.”
Sue Abramowitz chimed in with a personal anecdote, recalling how she used financial lessons to teach her kids about budgeting and education. “We didn’t go out to Tito’s Tacos every time they asked. I’d tell them, we’re saving so you can go to college—and one day pay my Social Security.” Turns out, it worked. Her children are educated, financially savvy, and grateful.
So whether you're holding off on splurging or proudly buying store brands, just know—today, it’s hip to be frugal.
Explore: NBCPalmSprings.com, where we are connecting the Valley.
By: Fred Roggin
April 22, 2025
