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Latte Factor – Giving Up Lattes Won’t Make You Rich But Here’s What Will

Whenever I have a couple of free hours, I like to stroll down to the nearest Starbucks and treat myself to a cafe mocha. And I’m not alone. Helaine Olen, writing for Slate, says Americans consume about 4 million gourmet coffees each year from Starbucks alone — and that doesn’t count the millions consumed at other coffee establishments.

However, according to financial guru David Bach, by treating ourselves to this little luxury, I and my fellow coffee lovers are actually sabotaging our financial futures. Bach argues that the key to wealth is to give up small luxuries, like a daily latte, and channel that money into investments instead. He even coined the term “the latte factor” to refer to all the small, hidden budget busters that are stealthily siphoning away our cash.

Bach has gained great wealth from this claim. He’s used it in nearly a dozen bestselling personal finance books, as well as numerous seminars, speeches, and TV appearances. But other financial experts argue there’s a big problem with the latte factor: It doesn’t really work. According to these experts, cutting small expenses can’t make you rich — and by fixating on the small stuff, you’re more likely to overlook the big changes needed to make a real difference.

The Case for the Latte Factor

Bach’s argument for the latte factor goes something like this: The key to success is to make investing automatic. If you have a small sum deducted from each paycheck and put it into investments, and those investments continue to bring in money year after year, then after 40 years, you’ll have enough to be financially independent.

However, finding a small amount to set aside for investing is hard when you’re living paycheck to paycheck. Bach argues that the easiest way to do it is to stop squandering money on small, unnecessary expenses, like your morning latte. In an interview with CNBC, Bach crunches the numbers and calculates that if you stop spending $5 on your daily dose of caffeine and funnel that money into investments earning a 10% return, in 40 years, you’ll have close to $950,000.

Bach stresses that this principle isn’t only about lattes —it applies equally to any small, unnoticed expense in your budget. For instance, maybe you don’t drink coffee, but you spend $50 a week going out to lunch. Or maybe you spend $6 a day on cigarettes or $50 a month on cable TV. Bach has added a latte factor calculator to his website to help you figure out how much your own particular indulgence is costing you.

Other financial gurus have eagerly embraced the idea of the latte factor. Speaking with CNBC, Suze Orman refers to a daily Starbucks habit as “peeing $1 million down the drain.” Jean Chatzky argues in “The Difference: How Anyone Can Prosper in Even The Toughest Times” that “Overspending is the key reason that people slip from a position of financial security into a paycheck-to-paycheck existence.” And Australian real estate mogul Tim Gurner told 60 Minutes that millennials can’t afford to buy homes because they’re frittering away all their money on “smashed avocado for $19 and four coffees at $4 each.”

In short, the latte factor has provided financial experts with an easy, sound-bite-friendly way to explain why so many people today are struggling financially. Conveniently, it points the finger at individuals for their own money woes, letting big business and government off the hook. It makes the solution sound so simple: All you have to do is cut a few little unnecessary expenses, and all your financial problems will be solved — with no need to tackle any bigger, systemic problems like falling wages, rising home prices, or skyrocketing student loan debt.

The Problems With the Latte Factor

In principle, Bach’s insight is a sound one. After all, small regular expenses do add up over time, and small regular investments can do the same. In theory, diverting money from one to the other should be a good way to build wealth.

But other financial experts, such as Olen and Ramit Sethi of I Will Teach You to be Rich, say this idea just doesn’t work in practice. In the first place, Bach’s math is more than a little fuzzy. It’s also based on an unrealistic picture of how struggling Americans spend their money.

The Mathematical Problem

In her Slate article, Olen breaks down the problems with Bach’s math. She says that in his eagerness to come up with an impressive-sounding total for how much your daily latte is costing you, he fudged several details:

  • Cost per Latte. When Bach first laid out the latte factor argument in his 1999 book, “Smart Women Finish Rich,” he estimated a typical woman’s Starbucks expenditures would come to around $5 a day. The problem is that even in 2019, a latte doesn’t cost that much in most parts of the U.S., and in 1999, a typical price was at most $2.50. So to get to that nice, round $5 figure, Bach padded his estimate. He assumed the typical Starbucks patron would also add on a chocolate biscotti for $1.50 and spend an extra dollar a day, on average, for the occasional soda or protein bar.
  • Cost per Year. Starting with that inflated $5-per-day figure, Bach calculated that his subject’s expenses for coffee and snacks would come to “almost $2,000 a year.” But $5 a day times 365 days doesn’t come to $2,000 — it’s only $1,825. Once again, Bach rounded his number up to make it look more impressive and exaggerate its impact.
  • Investment Choice. Bach then assumed that if his subject wasn’t spending that (inflated) $2,000 per year on lattes, she would instead invest it all in stocks. In reality, a portfolio of nothing but stocks would be an incredibly risky asset allocation. According to the “rule of 110” used by most experts today, the percentage of your assets you have in stocks should be roughly equal to 110 minus your age, adjusted up or down based on your risk tolerance. Even a 22-year-old wouldn’t start out with 100% in stocks, and no one would remain 100% invested in the stock market over the course of 40 years.
  • Return on Investment. Having assumed the subject would put her hypothetical $2,000 entirely into stocks, Bach went on to assume this portfolio would grow at a steady 11% a year, which he claimed was the average growth rate “over the past 50 years.” However, that period — 1949 to 1999 — happened to be a particularly strong one for the stock market, with a lot of growth and only one major downturn. According to Investopedia, the average annual return over a more recent period — 1957 to 2018 — was only 8%. That may not sound like a huge difference, but it’s enough to knock down the amount accumulated over a 40-year period by more than $680,000.
  • Inflation and Taxes. Bach also failed to factor in two big costs that can eat into your investment return: inflation and taxes. According to the AARP’s retirement calculator, adjusting for inflation knocks down the 40-year return on an annual $2,000 investment by more than 67%. And while it’s possible to put off paying taxes by putting money into a tax-deferred plan like a 401(k) or an IRA, you can’t avoid them forever.

If you correct all these errors, the total return on the latte factor looks a lot less impressive. Let’s start out by assuming your daily latte costs $3, not $5. You divert this money into a balanced portfolio of stocks and bonds, which has an average annual return of around 7%.

Take out 15% for taxes, and after 40 years of diligent saving, you’ll have about $80,000. Adjust for inflation of 3% per year, and the actual buying power of your investment shrinks to around $24,500. That’s nowhere near the $950,000 promised by Bach — and not much to show for 40 years of caffeine deprivation.

Hands Holding Piggy Bank Blue Wooden Table

The Economic Problem

Trying to save your way to financial independence by cutting out a $3 daily latte isn’t likely to work. But there’s an even more fundamental problem with the latte factor: it assumes you actually have that $3 a day to save. Bach’s whole premise is that it’s the small, unnecessary expenses in the average person’s budget that hold them back from working toward their financial goals. But according to many economists, that simply isn’t the case.

In 2007, law professor Elizabeth Warren (now a U.S. senator) and her daughter, economist Amelia Warren Tyagi, published “The Two-Income Trap: Why Middle-Class Parents Are Going Broke.” When they first began researching this book, Warren told The Harvard Gazette, she expected it to be “a story about too many trips to the mall, too many $200 sneakers, too many Gameboys.” But instead, the authors discovered families are spending much less on these luxuries than they did decades ago. Clothing, packaged foods, furniture, and appliances all account for a significantly smaller share of the average family’s budget than they did in the 1970s.

But while the cost of these “unnecessary” items has dropped, large fixed costs — the things a family can’t easily cut back on — have gone up exponentially. In the early 2000s, the average family devoted 75% of its discretionary income to just three large expenses: housing, health care, and education. For the average family in 1973, these three items accounted for only half of their discretionary income. As Warren put it in her interview, “People aren’t going broke over sneakers. People are going broke over mortgages.”

That doesn’t come as news to struggling Americans. Tim Gurner’s finger-wagging remarks about avocado toast elicited tart responses from millennials on Twitter about how they’d blown all their money on rent and transportation. And other research confirms that the millennial generation, on the whole, is quite responsible with its money. Gen Yers devote more of their income to savings than previous generations, have less credit card debt, and spend less on clothing, entertainment, and alcoholic beverages.

In short, it’s not wasteful spending that’s holding millennials back from buying homes. Their problem is that they’re working with lower incomes and higher housing prices than previous generations. According to an analysis by CNBC, even if millennials cut their spending on dining out to the level of baby boomers, they’d still need a jaw-dropping 113 years to save enough for a down payment on the average American home.

What Really Works

Across the board, it seems, the furor over “frivolous” spending is misplaced. Yes, for a family that’s on a tight budget, every dollar counts, and cutting out small expenses can help a little. But the simple fact is that for the average American, it won’t make the difference between going bankrupt and retiring rich.

So, if giving up a daily latte won’t make you rich, what will?

Focusing on the bigger picture.

That means looking not just at “unnecessary” expenses, but at the necessary ones too. It means looking at your income as well as your expenditures so you have as much money as possible to save and invest. And it means choosing the right investments to help your money grow at a strong and steady rate.

Minimize Your Fixed Expenses

In most cases, it’s the big fixed expenses, not the little ones, that derail your budget. So if you want to save more, it makes sense to focus on these large expenses. For most people, these include:


First, think carefully about whether renting or buying a home makes more sense for you. If you’re not sure, you’re probably better off renting. Buying a home before you’re ready ties you down to a fixed payment you can’t easily get out of.

If you choose to rent, aim to keep your rent payment down to one-third of your take-home pay, tops. Nationwide, the average renter paid $1,442 in May 2019, according to real estate research company Yardi Matrix. If that’s more than you can afford, consider looking for a place in a more affordable neighborhood or a home you can share with a roommate.

If you decide to buy a home, make sure it’s a house you can afford. Consider buying a smaller house to keep your mortgage payment low, and get the lowest interest rate you can on that mortgage. Or look into house hacking strategies, such as renting out part of your space, that will cover your entire mortgage cost.

Health Care

A 2017 report by the JPMorgan Chase Institute found that the average family paid just 1.6% of its income on out-of-pocket health care costs. However, that percentage wasn’t the same across the entire population. It varied by age, income, area of the country — and most of all, by health status.

The report found that just 10% of the population were responsible for about half of all out-of-pocket spending. These unlucky families spent 9% of their take-home income on health care. Moreover, the highest spenders were often the same families from year ot year. Nearly half of all families in the top 10% of spenders for 2015 were also in the top 10% for 2016.

The most important way to keep your health care costs down is to have health insurance. Without it, just one health emergency could cost you thousands of dollars. The premiums can be expensive, but not as expensive as a major health emergency would be without insurance. And if your income is low, you can probably get a subsidy under the Affordable Care Act (aka Obamacare) to help cover the cost.

The second most important way to reduce your medical bills is through preventive care. Schedule regular checkups with your doctor and dentist and have small problems checked out before they turn into big problems. It will save you a lot of pain, stress, and hassle in addition to money.


Along with housing and health care, education costs account for the bulk of the average family’s budget. The best time to save on this expense is before you’ve actually started college. At this point, you have several options for keeping your costs down and avoiding overwhelming student loan debt. They include:

If you’ve already finished school and are now struggling to pay off student loans, there are still a few things you can do to reduce the burden. If interest rates have fallen since you were a student, see if refinancing your student loan could lower your payments. Also, look into student loan repayment and forgiveness programs that have the potential to cancel all or part of your debt.

Pro tip: If you’re being held back by student loan debt, looking into refinancing with where you can get multiple loan offers in two minutes. Plus, is offering MoneyCrashers readers up to a $750 bonus when you refinance your student loans. Learn more about refinancing with


According to the Consumer Expenditure Survey conducted by the Bureau of Labor Statistics, the average American household spent a total of $9,761 — about 12% of its income — on transportation in 2018. By far the biggest chunk of this was for car-related costs. Families spent an average of $3,975 on car purchases, $2,109 on gas and other fuels, and $2,859 on other vehicle costs, such as maintenance.

One way to reduce these expenses is not to own a car. However, depending on where you live, a car-free life might not actually save you money. If you regularly have to go places you can only reach by road, the cost of auto rentals, cabs, or ridesharing could easily outweigh the savings.

If you can’t reasonably live without a car, you can still lower the amount you spend on it. If you can, buy a car for cash to avoid loan payments. Also, crunch the numbers to see if buying a used car will cost you less in the long run. And hold on to your old car as long as you reasonably can before trading it in.

Woman Excited About Cash In Hand Made Money

Maximize Your Income

When it comes to saving money, your spending is only half the picture. The other half — and, according to some experts, the more important half — is how much you make. As Sethi points out in an interview with CNBC, “There’s a limit to how much you can cut, but there is no limit to how much you can earn.”

To increase your income, Sethi and other financial experts offer the following ideas:

Find the Right Job

It’s certainly helpful to choose a career that pays well. Tom Corley, who spent five years interviewing and researching multi-millionaires for his Rich Habits study, tells CNBC the easiest way to get rich is what he calls the “Saver-Investors path.” To invest your way to wealth, you need to save a good chunk of your earnings, which is much easier to do on a good income. Corley says most Saver-Investors earned six-figure salaries by the time they reached their late 30s.

However, according to Corley, choosing a job you love can be just as important as choosing one that pays well. The wealthiest people in Corley’s study made their money by following the “Dreamers” path: pursuing a dream, such as being a musician or owning a business. They loved what they did for a living so much they were willing to put in long hours, go without vacations, and spend years struggling before they finally made it.

While you may not care to be this extreme, you’re much more likely to succeed at your job if you’re doing something you love. So if you’re just getting started in your career or thinking about changing careers, be sure to consider not just what a job could give you, but how much of yourself you’re willing to give to it.

Get a Raise

Sethi says the first place to look for extra money is at the job you have now. Since you’re already earning a salary, your first move should be to renegotiate it.

However, simply asking for a raise doesn’t guarantee you’ll get it. Here are some tips that can help:

  • Time Your Request. The best time to ask for a raise is when your employer has money to spare. Keep tabs on how the company is doing, and choose a point when its finances are strong to make your request. Also, choose a time when your boss isn’t swamped with other work. Try to get an appointment after lunch, not before, so your boss won’t be cranky from hunger.
  • Do Your Homework. Research how much people in your position make at other companies using a site like Educate To Career or Glassdoor. You can also ask colleagues on LinkedIn. Figure out how much you’re worth, and take that information to your boss.
  • Cite Your Accomplishments. Make a list of important jobs you’ve done for your employer. If possible, include information about how much money your work has made or saved for the business. Point to these accomplishments as you negotiate with your boss.
  • Negotiate Effectively. Many of the same negotiation skills that help you haggle over the price of a TV set can also help you if you’re seeking a raise. Be specific about what you want. Show confidence, but keep your emotions under control. Practice your pitch ahead of time so you can present it clearly and smoothly, without stumbling or hesitating.

Earn a Promotion

Instead of just asking for more money to do the same job, you could increase your salary by earning a promotion. This strategy works for a lot of millionaires. Corley found that 31% of the millionaires he interviewed had followed the “Company Climbers” path: climbing up the corporate ladder until they were at or near the top. These folks made most of their wealth from stock options or a partnership share in their company’s profits.

Here are some strategies that can help you land a big promotion:

  • Know Your Boss’s Needs. Anticipate what your boss needs, and deliver it without being asked. Instead of waiting for your annual review, ask your boss what you could be doing better, and act on it.
  • Be Easy to Work With. Be friendly and agreeable to all your coworkers, not just the ones who control your salary. Steer clear of company gossip and avoid getting involved in workplace disputes as much as you can.
  • Continue Learning. Spend time learning new skills and honing the ones you have. Focus on skills specific to your job and also on general ones that can help you in any field, such as communication and problem-solving.
  • Go the Extra Mile. Go beyond the requirements of your job to provide extra services that help the company. Be the person who’s willing to stay late, take on an extra project, or help out a coworker.

Start a Side Business

Your main job is the first place to look for more money, but it shouldn’t be the last. Both Sethi and Grant Cardone, a self-made millionaire writing for Yahoo Finance, say one key to wealth is to have multiple income streams. Instead of cutting out frivolous expenses, Sethi recommends cutting out frivolous uses of your time, such as watching TV, and devoting that time to starting a side business.

Don’t pick a side business idea at random and try to make it work. Cardone says it’s important to make your various income streams “symbiotic.” In other words, your side business should use the same knowledge and skills you already use at work so you don’t have to learn new skills from scratch.

Here are a few examples:

  • If you’re a teacher, teach an adult education class, offer tutoring during the summer months, teach English through VIPKid or write a textbook.
  • If you work in a field like publishing, advertising, or Web development, do some online freelance work on the side.
  • If you’re in an artistic or creative field, sell your own designs through a site like CafePress, Zazzle, or Etsy.
  • If you’re a chef, do some outside work in catering, sell your homemade goodies at farmers markets, or write a cookbook.
  • If you have a car that you don’t use all the time, you can share it through platforms like Getaround and Turo.

Build Passive Income Streams

Along with your regular job and your side business, you can bring in extra money from passive income. Passive income isn’t the same as getting paid for nothing. Rather, it means that you put in the hard work upfront, then continue to reap the rewards for years to come.

Sources of passive income include:

Invest Wisely

Even if you’re saving tens of thousands each year, it won’t be enough to make you rich if all the money does is sit in a savings account. With the pitiful interest rates those accounts earn today, your money won’t even be able to hold its value against inflation. To grow your wealth, you need to invest.

Choosing the right investments is a huge topic, one that’s far too complicated to cover here. However, there are a few strategies that will help you make the most of your investments, no matter what they are.

  • Find a Good Advisor. If you don’t feel confident about choosing the right investments on your own, find a trustworthy financial advisor to help you. If you don’t know any advisors, you can use a tool from SmartAsset to find one in your area. Alternatively, you can choose a robo-advisor like Betterment with lower fees.
  • Make Investing Automatic. Although Bach got many of his facts wrong, he was right about one thing: Your investments are much more likely to prosper if you make them automatic. At most brokerages, you can set up an automatic investment plan that takes a fixed sum out of your bank account every month and puts it into your portfolio. That way, you can never forget to invest or put off doing it. As a bonus, you automatically buy more shares when their prices are low. You can also use automatic saving apps like Acorns to automatically boost your investments.
  • Diversify. In general, riskier investments offer bigger returns. But if you put 100% of your portfolio into them, there’s a chance you could lose it all. That’s why most investing experts recommend diversification. Put your money into a variety of investments so a loss in one area can’t completely bankrupt you.
  • Minimize Fees. The more of your money you pay in investment fees, the less you have left to grow. You can keep more of your own money by choosing index funds and exchange-traded funds (ETFs), which have much lower fees than managed funds.
  • Minimize Taxes. Taxes also eat into your investment return. Tax-advantaged retirement funds, such as a 401(k), can’t eliminate taxes completely, but they allow your money to grow tax-free for many years. And some investments, such as municipal bonds, are mostly nontaxable.

Pro tip: If you have a 401(k) or an IRA, sign up to receive a free analysis from Blooom. After connecting your accounts, they’ll check your asset allocation to make sure it fits with your risk tolerance. They’ll also make sure your account is properly diversified and that you’re not paying too much in fees.

Final Word

Getting rich isn’t as simple as giving up lattes. It requires you to focus on all the different aspects of your financial life: your biggest expenses, your income, and your investments. That’s a lot more work than just going without your morning coffee, but it’s a lot more likely to get you where you want to go.

The good news is that while you’re doing all this hard work, you can continue to enjoy your daily caffeine fix — or whatever other small treats help keep you going. In fact, by allowing yourself these small luxuries, you can fight off frugal fatigue and give yourself the stamina to stick to your financial plan for the long haul.

What financial goals are you working toward in your life? What steps — that don’t involve giving up lattes — are you taking to achieve them?

Amy Livingston
Amy Livingston is a freelance writer who can actually answer yes to the question, "And from that you make a living?" She has written about personal finance and shopping strategies for a variety of publications, including,, and the Dollar Stretcher newsletter. She also maintains a personal blog, Ecofrugal Living, on ways to save money and live green at the same time.

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