'I don't see myself retiring at all': 'Soft saving' is Gen Z's firm but gentle r...

Tay Ladd might not have a retirement plan, but her mini goldendoodle, Gus, gets pampered with professional groomers and market bowls and thousands of dollars in silk scarves and sweaters.

“I don't see myself retiring at all,” she admits.

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However, that doesn’t mean she’s not intentional with her money.

Ladd, a young millennial corporate lawyer, goes by @thecorporatedogmom on TikTok, where she’s amassed over 60,000 followers. She posts videos about managing your work-life balance and how she’s living her best “soft life” in notoriously expensive New York City.

Ladd is applying this mindset toward her money as well, and is “soft saving” — a trend that’s been gaining popularity among young Americans — instead of subscribing to hustle culture.

A recent report from fintech company Intuit, found that Gen Z is taking a gentler approach to their finances — with a very different definition of what it means to prosper.

“I’m working just as hard, but … I'm being more mindful about setting aside time for things that are important to me,” Ladd says.

What is a soft life?

From boujie bubble baths to cozy candlelit dinners, the soft living trend has taken over social media — with over 10.5 billion views on TikTok. Younger millennials like Ladd and Gen Z have moved on from FIRE mania and the older millennial girl boss era. They’re choosing not to save their money as aggressively and to focus on the present.

“This is more about comfort, less stress, less pressure to save for the future and really balancing it out,” explains Brittney Castro, certified financial planner and consumer finance advocate at Intuit. “Gen Z is interested in living for now and having that better quality of life.”