Why the treat culture trend is draining Gen Z’s wallets and minds

For many in Gen Z, treating themselves has become a regular part of life. Whether it’s celebrating a small achievement, surviving a tough day, or simply cheering themselves up, a little indulgence feels like the perfect fix. It could be a latte, a slice of pizza, a new lipstick, or even a cab ride instead of the metro.

This habit, called “treat culture,” has become a way of coping with stress and finding joy in everyday life. On the surface, it feels harmless and even uplifting. But behind the comfort it brings, treat culture also carries hidden financial and psychological costs.

Why treats feel like self-care

Treat culture has turned into a ritual for Gen Z. Small rewards like eating out, buying flowers, or splurging on skincare products create moments of joy and boost mood. Psychologists say these acts of self-indulgence often feel like self-care. They provide comfort, regulate emotions, and help people build resilience against stress.

Unlike millennials, who often pushed through exhaustion without pause, Gen Z is more intentional about caring for themselves. They choose to include small treats regularly instead of waiting until burnout. This mindset is influenced by reinforcement — the idea that rewarding yourself keeps you motivated and positive.

Brands have also tapped into this trend by promoting “affordable luxuries” such as eye patches, quirky accessories, or trendy drinks. These items are not essential, but they are marketed as fun little boosts to make everyday life feel special.

Young professionals like Simran, a designer, or Divya, a consultant, admit that these indulgences help them feel motivated or happy after a long day. But at the same time, they also notice how it affects their wallets. What starts as an occasional expense can quickly turn into a pattern of overspending.

The hidden costs of constant treating

While one coffee or a small accessory doesn’t seem like much, frequent indulgences add up over time. Financial experts warn that small daily or weekly spends can quietly drain savings. For young people already facing job uncertainty, rising living costs, and paycheque-to-paycheque living, this becomes a real burden.

Experts compare it to small leaks in a water tank — each one seems minor, but together they can empty the tank. That is why financial planners suggest setting a clear “fun fund” — a fixed percentage of income, usually 5% to 20%, that can be spent guilt-free on treats. This keeps spending in check while still allowing room for enjoyment.

Some also advise simple strategies like pausing before making a purchase, leaving items in your cart for a day or two, and asking yourself if you really need it. These steps help reduce impulsive buying, which is often driven by social media trends and peer pressure.

But the cost of treat culture is not only financial. Mental health experts say over-reliance on small purchases can create psychological dependence. Instead of dealing with deeper emotional issues, people may turn to shopping or eating out as a quick fix. Over time, this can become an unhealthy coping strategy.

Psychologists caution that treat culture alone cannot replace genuine self-care. If treats become the only way of managing stress, they risk ignoring bigger needs like emotional healing, physical well-being, or meaningful relationships. This can leave people feeling empty even after spending.

Finding balance beyond consumer treats

While occasional indulgence is not harmful, balance is key. Experts suggest looking for rewards that don’t cost money. Acts of kindness and connection — like cooking for family, volunteering, caring for animals, planting trees, or spending time with friends — can be far more fulfilling than buying things. These experiences not only bring joy but also create a sense of purpose and peace.

Taking simple walks, playing outdoor games, or helping someone in need can act as natural mood boosters. Unlike material treats, these activities build long-lasting satisfaction without draining your wallet.

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The lesson from treat culture is clear: small rewards are good for motivation, but they shouldn’t become the only source of happiness. Financial discipline, emotional awareness, and meaningful non-material experiences are necessary to keep life balanced.

In the fast-paced and uncertain world that Gen Z lives in, treats can offer a moment of comfort — but true well-being comes from going beyond constant spending and finding joy in simpler, deeper ways.