August 16, 2025
The New York Times recently published an article featuring Greg Stoller, Master Lecturer of Strategy and Innovation, discussing how Gen Z has embraced “treat culture.”
Small indulgences, from cookies and coffee to trendy collectibles, have become routine, blending self-care with instant gratification and amplified through platforms like TikTok. Gen Z has turned these small purchases into a way to cope with stress, celebrate milestones, and protect mental health in uncertain economic times. More than half of Gen Z adults buy a treat at least once a week, though 59% admit it can lead to overspending. As Stoller explains:
“If I finished my own schooling and wasn’t getting anywhere in the work force, I would bring myself out for a treat as well.”
This mindset fuels spending at bakeries and coffee shops, but experts caution that it can escalate into larger, impulsive purchases. To manage the habit, many young adults are now creating “treat funds” to balance indulgence with financial responsibility.
