T. Rowe Price’s 12th annual Parents, Kids & Money Survey, which sampled more than 2,000 parents of 8- to 14-year-olds and their kids, revealed that families who try to “keep up with the Joneses” are more reluctant (62% vs. 30%) to have money conversations with their kids and more likely to have risky financial behaviors and habits. Overall, many parents reported having some reluctance discussing financial topics with their kids (41%).