YPulse has told you before that Gen Z is fully embracing a “little treat” lifestyle. With inflation and rising costs making big purchases harder to justify—or impossible—this gen is rethinking what it means to treat themselves, and it’s showing up in smaller, more accessible ways. They’re finding joy in small splurges like a new lip gloss, a sweet snack, or a small collectible that feels special in the moment. Sure, these little indulgences add up, but in Gen Z’s eyes, skipping a coffee or a snack isn’t going to suddenly make homeownership or other milestones attainable—so why bother? Plus, for many Gen Z consumers, in addition to bringing happiness to their lives (hello, Joy Economy!), these purchases are also a form of emotional self-preservation. YPulse’s Generation Doom trend report shows 60% of 13-17-year-olds and 62% of 18-24-year-olds say they’re willing to splurge on things that help them cope with the world, making these splurges just as much a coping mechanism as they are a treat. For brands, this little...
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