Young people are reclaiming freedom and stability by unapologetically treating themselves.

Young people are reclaiming freedom and stability by unapologetically treating themselves. We told you how brands were tapping into the “anxiety economy” to bring some peace and wellness to consumers at the start of the pandemic. Going hand in hand with the “anxiety economy,” the “treat yo’ self” mindset took off long before the pandemic, but has since evolved. In the wake of two years of crisis, young people don’t just want to reward themselves with something every now and then, but feel it’s deserved every. single. day. As one treat culture adoptee explains, “It’s about giving ourselves tiny wins. Like a tiny symbol of resistance against systems that are sucking us dry and then telling us we’re failing.” Unlike that one infamous Parks & Recreation episode (if you know, you know) claims about treat yo’ self culture (i.e. it’s all about indulging in clothes, fragrances, and fine leather goods), young people are treating themselves with self-care, not just material goods. Everyone has their own concept of treat culture, whether treating themselves is as simple as going on a walk and grabbing an iced coffee or a bigger celebration like going shopping for luxury products. In short, anything can be seen as “a treat” or “a reward” so long as it serves as a little pick me-up in light of the world’s chaos. (NYT)