More Americans are turning to the world’s leading crowdfunding platform, GoFundMe, to help offset the cost of groceries and other living expenses, according to an article published by Fortune on Monday.

The head of GoFundMe, Tim Cadogan, says that campaigns for everyday essentials like groceries have surged marking a noticeable shift from GoFundMe’s traditional focus on medical bills and emergencies.

Some Americans suggest that the trend reflects how persistent inflation and higher borrowing costs are pushing families to the brink. Even as headline inflation cools, cumulative price increases for staples like food and rent remain embedded in household expenses.

Many families, especially younger and lower-income ones, have exhausted coping tactics like switching brands or relying on credit cards, the report said.

Cadogan also pointed to a potential turning point where a massive generational wealth transfer could be underway, especially if values-driven donors channel resources toward essentials like food security.