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We\u2019re excited to share that CGK President Jason Dorsey was featured in The New York Times in a story examining one of Gen Z\u2019s most talked-about consumer trends: \u201ctreat culture.\u201d<\/p>\n
The article explores how small luxuries\u2014like specialty coffees, sweet snacks, or everyday indulgences\u2014have become a defining behavior for many in Gen Z. These purchases aren\u2019t just about what\u2019s being bought. They represent how a generation facing rising costs, delayed milestones, and financial uncertainty finds moments of control, comfort, and connection.<\/p>\n
In the piece, Jason shared insights from CGK\u2019s ongoing research into Gen Z\u2019s spending habits and cultural influence. He explained, \u201cWith rising costs, a shaky job market and financial milestones like homeownership feeling out of reach for many young adults, small purchases offer Gen Z a temporary sense of control or indulgence.\u201d<\/p>\n
He also noted the role of social media in amplifying the trend, saying, \u201cThe TikTok tag \u2018sweet little treat meme\u2019 has resulted in more than 23 million videos. It has become a shared, normalized and celebrated experience that encourages others to indulge or at least feel included.\u201d<\/p>\n
Together, these observations underscore how even small spending choices reflect much bigger cultural undercurrents\u2014and why they matter to leaders, brands, and organizations across industries.<\/p>\n
Gen Z\u2019s \u201ctreat culture\u201d highlights how small, everyday choices can signal much bigger shifts in values and behavior. For this generation, a $6 coffee or a sweet snack isn\u2019t just a purchase\u2014it\u2019s a way to express independence, celebrate small wins, and create shared cultural moments with friends and peers.<\/p>\n
For leaders and organizations, this trend is a reminder that Gen Z approaches spending and experiences differently than previous generations. Their decisions are shaped by economic pressures and delayed milestones, but also by a strong desire for connection, authenticity, and joy. Paying attention to these behaviors provides valuable clues for how to engage with Gen Z\u2014whether as consumers, employees, or community members.<\/p>\n
We\u2019re grateful to The New York Times for highlighting this important generational phenomenon and for including Jason\u2019s perspective in the conversation.<\/p>\n