Reaching Emerging Adults

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FEATURE

What is an emerging adult?

Emerging adulthood is more than just an age group — it’s a life stage full of change, growth, and discovery. Usually spanning the ages 18 to 24 (and sometimes up to the late 20s), this stage marks the move from being a teenager to becoming a full adult. During this time, people are figuring out who they are, what they believe, and what they want out of life. They may be starting college or jobs, entering serious relationships, and making decisions that shape their future. For many, it’s also the first-time managing money, credit cards, or student loan refunds — often without much financial guidance. This freedom can open the door to growth, but it can also lead to mistakes and risky choices.

Digital and Social Influences

Unlike previous generations, today’s emerging adults are growing up in a world that is constantly connected. Social media, online influencers, and digital communities shape how people see themselves and what they think success looks like. Risky behaviors such as heavy drinking, drug use, gambling, or speculative investing are often glamorized online, making them seem exciting or even normal. At the same time, traditional milestones like marriage, buying a home, or finding a stable career often come later than they used to. This mix of freedom, uncertainty, and nonstop digital influence means that decision-making can be swayed by peer pressure, family expectations, or targeted marketing.

Mental Health and Vulnerabilities

This life stage can also be tough emotionally. Many emerging adults struggle with anxiety, depression, ADHD, or stress, made worse by financial worries, family conflict, academic or work pressures, and social comparisons on the internet. Some cope by turning to risky behaviors like gambling, substance use, or compulsive online activities. With gambling apps and websites always available, it’s easy for a casual game to turn into a harmful habit. For college students, the campus environment can make this worse, since gambling, drinking, and partying may feel like part of “normal” student life. With stress high and impulse control still developing, emerging adults are especially vulnerable to choices that can create long-term problems.

Family Systems

Family dynamics play a big role during these years. In some families, overprotective parenting can backfire by stopping young people from learning how to solve problems on their own. Emerging adults may have a harder time becoming independent and confident — sometimes called “failure to launch.” On the other hand, in families where there is conflict, instability, or stress, some emerging adults may turn to gambling or substance use as a way to escape. Both patterns show how family relationships can either support resilience or increase vulnerability during this stage of life.

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RESEARCH

Risk factors

The risk factors for gambling among emerging adults are multi-layered, spanning biological, psychological, social, cultural, and economic domains. These intersect with digital platforms and aggressive marketing to create a uniquely high-risk environment.

Individual-Level

At the biological and psychological levels, emerging adults face vulnerabilities that heighten the appeal and risk of gambling.

Environmental and Social

The environments where emerging adults study, socialize, and interact online play a powerful role in shaping gambling behaviors.

Cultural and Economic

Economic stress and cultural context further increase vulnerability.

High-Risk Gambling Products and Platforms

Certain gambling activities carry heightened risks for emerging adults.

Campus and Community Environments

Colleges and youth-focused communities often underestimate gambling’s prevalence, leaving gaps in prevention and support.

Individual-Level Risk Factors

Neurological development

The frontal lobe, responsible for judgment and impulse control, continues to mature through the mid-twenties. Immature self regulation, coupled with a natural

Mental health challenges

Anxiety, depression, ADHD, and high stress are common in this population. Gambling may be used as a coping mechanism, providing temporary relief while worsening both financial and emotional struggles.

Early exposure

As digital natives, many young people encounter gambling-like features through video games, loot boxes, and microtransactions before reaching legal gambling age. These exposures normalize betting behaviors and lower barriers to real-money gambling later on.

Environmental and Social Risk Factors

Online integration

Gambling opportunities are embedded into everyday digital life through apps, games, and social media.

Peer influence

Fraternities, sports teams, and online communities often reinforce gambling as a socially acceptable activity.

Marketing and advertising

Aggressive campaigns – especially on digital platforms – target young people, framing gambling as fun, safe, and rewarding.

Cultural and Economic Risk Factors

Financial stressors

Student debt, unstable income, and underemployment push many young adults to view gambling as a possible solution to financial strain. Others, who have newfound financial independence (e.g., from paychecks or loan overpayments), may overspend without healthy limits.

Cultural disparities

Research shows higher rates of gambling-related harms among Black, Hispanic, and Indigenous youth. These disparities highlight the importance of culturally informed prevention and intervention approaches that reflect diverse lived experiences.

Campus and Community Environments

Limited institutional awareness

Many campuses lack gambling-specific education, prevention, or treatment resources.

Loneliness and social isolation

Heightened post-pandemic, these factors increase reliance on online platforms – including gambling sites –for connection or stress relief.
Read more about the research
RESOURCES

Explore more resources

Find out what support is available for the emerging adult population in relation to gambling, and what the regulated lotteries and sports betting operators are doing worldwide to assist this group.

Help us understand gambling in young people

Emerging adults and college students face increased risk of gambling, especially online. Social, emotional, and financial factors raise their vulnerability. Help us understand this issue by sharing the survey.

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