Reaching Emerging Adults

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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Take the surveyRisk 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
Environmental and Social
Cultural and Economic
High-Risk Gambling Products and Platforms
Campus and Community Environments
Individual-Level Risk Factors
Neurological development
Mental health challenges
Early exposure
Environmental and Social Risk Factors
Online integration
Peer influence
Marketing and advertising
Cultural and Economic Risk Factors
Financial stressors
Cultural disparities
Campus and Community Environments
Limited institutional awareness
Loneliness and social isolation
Suggestions on prevention
Emerging adults face unique pressures, from financial uncertainty and digital influence to mental health challenges, that can make gambling risks harder to spot and easier to normalize. Prevention starts with awareness, education, and environments that promote healthy decision-making. By addressing the social, emotional, and digital contexts of gambling, we can help young people build resilience and reduce harm before it starts.

Strengthen digital awareness
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Build financial literacy early
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Support mental health
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Foster supportive communities
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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.
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.

