2018 Love and Responsibility Survey

In the summer of 2018, Lincoln Financial surveyed consumers on themes of responsibility, love and the current issues faced in their daily lives. The findings address how Americans are taking personal and financial responsibility for their loved ones, as well as how they are managing key personal and financial responsibilities. Below are just a few topics explored:

  • Importance of financial conversations
  • Financial product ownership
  • Top sources of financial information
  • Personal and financial outlook


Infographic: Responsibilities and Loved Ones
Bridging the Gap Between Women’s Financial Planning Attitudes and Behaviors
Give Your Sweetheart a Strong Financial Plan to Say “I Love You”
Say “I Do” to Financial Planning
Source Data


The 2018 Lincoln Love & Responsibility Survey are based on an online survey among 2,393 Americans ages 18+ that was conducted by Whitman Insight Strategies on behalf of Lincoln Financial Group. Field dates were from June 28 to July 3, 2018. The survey included a sample of the General Population as well as over-samples to ensure data cuts by Generational sub-groups as well as Hispanic/Latino Americans (N=432), African Americans (N=417), Asian Americans (N=413), and LGBTQ Americans (N=426).The overall sample was weighted to reflect the proportion of these audiences by gender, age, region, race and Hispanic/Latino ethnicity based on data from the U.S. Census Bureau. The margin of error at the 95% level of confidence for the total sample is ±1.9%.