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BirthChildhoodEducationFirstBankAccountFirstPart-timeJobFirstDebitCardFirstCreditCardStudentLoansGraduatefromHighSchoolStartCollegeGraduatefromCollegeFirstApartmentFirstVehicleFirstProfessionalJobLongRelation5ThingsAdvisorsNeedtoKnowabouttheEvolvingInvestorInsightsFromMorningstar’s2023VoiceoftheInvestorStudy
Toholisticallyconsiderthebestinvestmentdecisionsfortheirclients,advisorsmustaskthemselves,“DoIrecognizethefaceoftoday’sinvestor?”Morningstar’s2023VoiceoftheInvestorstudyprovidesapulseonthewide-rangingattitudes,behaviors,andpreferencesofinvestorsacrosstheUnitedStates.Itisbasedon2,003totalresponsescollectedthroughanonlinesurvey.ThesampleusedwasrepresentativeofdatafromtheU.S.CensusBureau.Respondentsqualifiedforthesurveybybeing18orolder,livingintheU.S.,andbeingnotcurrentlyemployedasafinancialadvisor.Participantswererecruitedfromanationwidepanelthatprovidesstrongrepresentationacrossgender,geography,age,typesofemployment,ethnicity,householdincome,andinvestableassets.ThissurveyintentionallycastawidenettocapturenontraditionalinvestorsandreflectthefaceofEvolvingInvestorsastheytrulyare,notaswe’vetraditionallyseenthem.Additionally,thelargeanddiversesampleallowedustoEveryinvestorevolves,andeverygenerationofinvestorevolves.g Moreinformation,moreproblems.PAGE03g Financialadvisorspromotepeaceofmind...buttheyhaveaPRproblem.PAGE07g Addressingriskmanagementaddsimportantvalue.PAGE10gHelpinginvestorstakeactionamidmarketchangesisanotherwaytoaddvalue.PAGE12gEmergingassetclassesareanewfrontier,andinvestorsarelookingforamap.PAGE14divedeepinto,andextractinsightsfrom,manydifferentsubgroups—forexample,thosewithlowerorhigherinvestableassetlevels,differingcomfortlevelswithmakinginvestmentdecisions,andthosewithaparticul
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