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Gen Z’s Treat Culture: What Brands Need to Know

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YPulse explains what brands should know about Gen Z’s treat culture—their habit of indulging in small, mood-boosting purchases from food to plushies… 

TL;DR

  • Gen Z has embraced “treat culture,” finding joy in small, intentional purchases that make each day feel special
  • Whether an afternoon coffee or a sweet snack, Gen Z is literally treating themselves when the impulse hits
  • Gen Z is obsessed with trinkets, from plush keychains to mini glosses, as they embrace their inner child
“Treat. Yo. Self.” Fans of Parks and Recreation know the ritual well: Donna Meagle and Tom Haverford dedicate a day each year to indulging in all the finer things—the ultimate self-care celebration. Now, Gen Z has built a full-blown “treat culture” around giving  themselves small indulgences all year long. From a $12 latte (yes, $12)...

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