Buying into the trend (literally and metaphorically), we risk spending our way into a state of financial vulnerability β the kind that companies can continue to profit from.
That’s because capitalism is not only driving ‘little treat’ culture, it’s upholding it.
Marketing heads of major brands know that consistent, small indulgences are profitable, and they have designed entire advertising strategies to capitalise on this insight.
Todayβs digital economy, fuelled by targeted ads and influencer partnerships, pushes the message that happiness, when in short supply, can always found in daily purchases, from $7 chai lattes to a brand new lipgloss.
Every moment can be improved, or so the messaging goes, with a little treat that costs just a few dollars!
The rapid growth of this consumer trend is owed to the broader, more widely accepted concept of self-care.
Social media platforms secure this connection by promoting wellness content that revolves around acquiring products, framing them as necessary pick-me-ups.
What once might have been an occasional splurge is now seen as a self-care essential, landing us in a perpetual cycle of low-cost, high-frequency consumption.
Over time, these small purchases become a habit β an accepted way to cope with lifeβs difficulties. When everyone else online appears to be indulging, why shouldn’t we?
For young people who are already feeling the pinch, this habitual spending can be financially dangerous.
It would not be wise to underestimate the long-term impact of a daily $5 treat. Spending $5 a day on a coffee or snack adds up to approximately $150 a month or $1,800 a year.
For a generation grappling with rising rents, student loan debt, and stagnant wages, this expense is hardly negligible.
And when every day brings its own reason to warrant acquisition of a ‘little treat’β a tricky meeting, a fresh deadline, a challenging relationship β the accumulated financial cost can quickly grow out of control.
We should also consider the financial backdrop against which this culture has emerged.
Many young people today are experiencing stagnant wages and an inflation-driven rise in the cost of living. Theyβre delaying homeownership, putting off family planning, and struggling to keep up with student loan repayments.
Yet, rather than adopting frugality to build some level of savings, ‘treat yourself’ culture invites us say ‘fuck it’ to any attempts at such progress.
It instead provides us with a form of escapism through impulsive spending, which is exactly what big corporations want.
It’s important to remember that ‘little treat’ culture does little to address the root causes of stress and unhappiness.
While it may provide a momentary dopamine hit, treat culture can’t address underlying issues like job dissatisfaction, loneliness, or financial insecurity. In many cases, treat culture will make these problems worse.
So, what can be done? We don’t have to deny ourselves of all things that make us happy, but we should practice mindfulness and intention behind daily spending.
Treating yourself is important, too. But whenΒ the satisfaction of an impulse purchase is rarely ever long-lasting, we should probably find other ways to create a sense of accomplishment or self-care.
‘Little treat’ culture has made us believe that recklessly spending money ourselves is the only way to feel a sense of reward. Yet true self-care might lie in a different direction, more specifically, one that allows us to feel good while reaping long-term benefits.
There are so many ways to treat yourself without spending money, like snuggling into bed early, putting on your favourite movie, taking a long bath, or stepping away from devices to go for a walk while listening to a great playlist.
Activities like drawing, painting, gardening, reading, or simply setting aside time to pursue a hobby or fun activity is far more gratifying than ‘buying’ your way to happiness.
We owe it to ourselves, and especially to young people navigating this challenging economic era, to redefine what it means to ‘treat ourselves’.
It may involve fewer smoothies and impulse buys, but it promises a future thatβs just as fulfilling β and far more financially secure.
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