Gen Z is fully embracing a “little treat” lifestyle, finding joy in small splurges when saving up for big-ticket purchases feels out of reach. (Or maybe at the same time, for those fueling the joy economy!) Because of inflation and rising costs, it’s becoming harder for them to justify dropping a large amount of money on singular purchases. YPulse’s Finance / Spending Monitor shows 77% of 13-39-year-olds agree, “Inflation has impacted my spending over the last year.” So instead, these young consumers are elevating their everyday lives through accessible “premium” products. Whether it’s a fancy coffee or luxury snacks, even the smallest splurge can spark joy. YPulse’s Luxury report shows 70% of 13-39-year-olds agree that “Luxury is a feeling, not a thing,” meaning the young gens aren’t just spending for status, they’re spending for happiness. Brands need to keep up with this shift—and not just high-end luxury brands. Knowing which “little luxuries” matter most to them is also the key to winning them over. In YPulse’s Finance /...
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