Self-care or overspending? The catch behind Gen Z’s treat culture

Gen Z has reimagined self-care by embracing the so-called treat culture. Rather than saving indulgences for a specific event, some young adults are taking ordinary purchases, such as iced coffee, craft snacks, or impromptu purchases, daily. What once was an occasional boost is now a lifestyle practice.

57% of Gen Z, according to a Bank of America report, treats themselves at least weekly. Small pleasures for this generation are cast as wellness activities, small wins that restore equilibrium and inspire in a world too often beset by doubt.

The catch: Comfort meets overspending

But there's a downside to this culture of excess. The same report points out that almost 60% of Gen Z confess that these impulse purchases cause them to overspend. A bubble tea or coffee can seem harmless in the moment, but the expenses accumulate rapidly. With time, daily indulgences can quietly chip away at savings or restrict financial leeway.

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This conflict between self-care and over-spending mirrors the broader economic reality Gen Z is living. With escalating living expenses, flat wages, and milestones like homeownership becoming increasingly unaffordable, it's no wonder small indulgences have become the default method of coping.

Why treat culture resonates with Gen Z

For Gen Z, treat culture isn’t just about the product, it’s about the feeling. A latte after a long day, a streaming subscription to unwind, or ordering dessert just because these are symbolic gestures of control and care.

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Psychologists propose that micro-indulgences are "reward cues" for the brain, providing a fleeting serotonin fix. During times of economic uncertainty, these indulgences bring stability, no matter how brief. They're also extremely shareable; Instagram snaps of matcha lattes or TikTok hauls make personal vices social capital.

The hidden costs of everyday rewards

Though self-soothing with treats can sometimes be hard to resist, it has trade-offs over the long term. Think about this: an everyday ₹300 cup of coffee totals over ₹9,000 a month. In a year, that's over ₹1 lakh funds which could be spent on travel, savings for emergencies, or even investments.

This isn't to mean Gen Z needs to completely stop indulging. Instead, the trick is in moderation: being aware of how frequently little purchases rack up and querying if happiness is worth the fiscal cost.

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Balancing joy and responsibility

So, how does Gen Z indulge in their treats without undermining their financial well-being? Experts recommend establishing a ‘treat budget’; reserving a set amount monthly for indulgences. That way, coffee stops, or mall runs are guilt-free, and savings objectives stay on track.

Gen Z's love affair with treat culture is evidence of a generation that wants comfort during uncertain times. Those little rituals may indeed bring genuine pleasures, yet they also create significant questions regarding sustainability and money wellness.

So, the decision is once again yours: do you splurge for that daily fix of bliss, or preserve for long-term stability?