Research Director

U.S. Bank survey: 67% of parents Talk money before age 12, but still need tools to take action. * Personal Finance * 01.07.2026 11:52 am A new study from U.S. Bank, conducted in partnership with Morning Consult, shows a major generational shift in how families approach conversations about money, reshaping financial education at home. While many Americans grew up in households where money was rarely discussed, today's parents are rewriting the playbook, starting earlier and talking more openly with their children. A new survey from U.S. Bank and Morning Consult reveals how parents are approaching money conversations at home. The survey of more than 3,000 U.S. adults found that about half said money was rarely or never discussed growing up. Older generations were less likely to have had those conversations. However, today's parents report more comfort talking about money with their kids and a growing focus on helping them build financial skills early. "Today's parents are the first generation where a majority are choosing to have open conversations with their kids about money - and at an early age," said Arijit Roy, head of consumer and business banking products at U.S. Bank. "These findings underscore our continued focus on empowering families with tools to start money conversations and offer real-world experience with money, so the next generation can make smarter financial decisions sooner." Key findings: * Less than half (49%) of Baby Boomers said money was discussed growing up, compared with 62% of Gen Z who report having those conversations. * Nearly 9 in 10 parents said they feel comfortable talking to their children about money, signaling a significant shift toward transparency and early financial education. * About two-thirds of parents said they have already started, or plan to start, teaching basic money management concepts before their children turn 12. * More than 9 in 10 said it's important that children learn how to save, budget and set financial goals. * Nearly 9 in 10 said how they model spending and saving habits is one of the most influential factors shaping their children's financial understanding - ranking higher than schools, peers, or social media. At the same time, the research shows a gap between intent and action. While parents increasingly recognize the importance of early financial education, only about half have opened a youth bank account for their child. Among parents who haven't opened an account, the biggest barrier isn't cost or complexity - it's uncertainty. Almost a quarter of parents said their child isn't ready yet, while more than 1 in 10 said they don't know where to start or which option to choose. U.S. Bank + Greenlight: Turning Talk into Action To help address the gap, U.S. Bank partners with family tech company Greenlight to provide tools that support hands-on financial learning for families. The Greenlight app and debit card help kids and teens learn concepts like saving, spending, and budgeting in a structured, real-world way, while giving parents visibility and control. U.S. Bank clients with eligible checking accounts receive complimentary access through the U.S. Bank Mobile App, a $69 annual value.

Morning Consult names Matthew Hammon Chief Growth Officer to scale ai-native future. Jun 1, 2026 10:36:02 AM NEW YORK - June 1, 2026 - Morning Consult, a global leader in decision intelligence, has appointed Matthew Hammon as Chief Growth Officer. In this role, he will lead the development of an AI-native marketing, communications, and growth function, helping scale the company's global platform, AI-powered capabilities, and go-to-market strategy. An AI-native growth leader, Hammon brings more than 15 years of experience scaling marketing and go-to-market organizations at leading technology companies. Prior to joining Morning Consult, he led marketing for Yelp's AI and API products and was a Global Growth Lead for B2B Marketing at Google. "Matthew's AI-native experience and perspective will be an invaluable addition to our leadership team," said Michael Ramlet, CEO of Morning Consult. "As we continue advancing our AI-native vision, his leadership will help us build the marketing, communications, and growth capabilities needed to scale our capabilities, strengthen customer engagement, and drive global growth." Morning Consult is the AI-native leader in the market research industry, delivering decision intelligence to global business, financial, and government leaders. Powered by an always-on consumer signal built from more than 100 million interviews and 30,000 new surveys conducted daily across 45 global markets, the company continues to expand its suite of AI-Deep Research Agents and MCP connectors on Claude, ChatGPT, and Gemini to improve real-time decisions. Click here to learn more. +++ About Morning Consult Morning Consult is the global decision intelligence company changing how modern leaders make smarter, faster, better decisions. With its proprietary technology, high-frequency global survey research, and AI-native products, Morning Consult delivers decision-ready insights to executives, marketers, investors, and policymakers across 45 global markets. Contact: Anna Rose Pardue, [email protected]

Ellyn Briggs joins Front Office Sports as culture and lifestyle reporter. Briggs, a longtime freelance contributor, joins the staff full-time. NEW YORK - Front Office Sports, the leading multiplatform media and news organization covering the business of sports, today announced the hiring of Ellyn Briggs as the outlet's first culture and lifestyle reporter. In this role, Briggs will help expand coverage of the intersection of sports, culture, and entertainment. Briggs joins Front Office Sports after nearly four years at Morning Consult, most recently as a senior brand analyst. While at Morning Consult, Briggs covered consumption and public opinion and authored two of the firm's email newsletters, reaching an audience of more than 11,000 professionals on a weekly basis. Her work was regularly featured in dozens of prominent outlets and programs, including NBC News, Fox News, The Wall Street Journal, The Washington Post, The New York Times, CNBC, Business Insider, Rolling Stone, and NPR. Since 2023, Briggs has bylined more than 30 original stories for print and digital outlets, including Front Office Sports and Awful Announcing. Her previous contributions to FOS have generated substantial conversation online, including her reporting on athletes moonlighting as photographers, college athletic departments becoming media companies, and women's sports bars. "Sports continues to drive mainstream culture, extending into entertainment, social media, and tech, and Ellyn consistently has her finger on the pulse of that," said Dan Roberts, editor-in-chief of Front Office Sports. "Her stories have fascinated our readers, and we are all excited to have her join us full-time." Briggs, who first contributed to FOS in March 2025, has also been a frequent guest on broadcast television and radio to discuss her reporting. She is a graduate of American University and began her career in corporate strategy. "Entertainment and culture keep converging with sports at rapid speed," said Briggs. "I've been immensely grateful for the opportunity to contribute on these topics to FOS, and look forward to expanding this coverage as a member of staff." She is based in Columbus, Ohio, and will begin her position on June 1. About Front Office Sports Front Office Sports is the leading multiplatform media and news organization covering the business of sports, boasting an audience that every month delivers more than 200 million social impressions, 35 million newsletter opens, 50 million video views, and 2.5 million page views. In addition, with more than 15 distribution partners, FOS content appears on screens in more than 50,000 buildings and venues across North America. Front Office Sports was named one of Fast Company's Most Innovative Companies in 2021, AdWeek's Hottest in Sports in 2022 and 2024, and listed on Inc. 5000 in 2023 and 2025, recognizing the fastest-growing private companies in America.