Treat Yo Self

‘Treat culture’ (sometimes referred to as '#littletreatculture) is making tiny emotionally-led purchases, often followed by sharing it via social. While the notion of treating yourself isn’t entirely new, the way that it is being used is different. And it’s really resonating with a lot of Gen Zs and Millennials around the world.

Anywhere But Here

Whether it’s a donut or a new dress, these moments represent a “daily dose of escapism”. What are we ‘escaping’ from? Perhaps the overarching financial systems that we have lost trust in. Or perhaps we are all just adult babies that need to grow up. Take your pick.

Self Care

This is connected to a recent TikTok trend which talks about the importance of self-care, regardless of one’s financial status. This tweet sums it up well, “I try to get myself something that's under $10 from the slowest delivery place and by the time it arrives, I've forgotten about it, so it's like a surprise. Then I order the next item.”

Focus on Here and Now

Gen Z and young Millennials are burnt out. They aren’t planning for the future like previous generations, so they are just enjoying what is right in front of them. As this video explains, it just hits differently when you buy a coffee versus making one.

In conclusion?

This is one of those few generational generalisms that is actually true for most people and cuts across geographies. Brands can either tap into treat culture by literally talking about their products as treats or simply show that they understand the journey their customers are on by mimicking the language.