We’re excited to share that CGK President Jason Dorsey was featured in The New York Times in a story examining one of Gen Z’s most talked-about consumer trends: “treat culture.”
The article explores how small luxuries—like specialty coffees, sweet snacks, or everyday indulgences—have become a defining behavior for many in Gen Z. These purchases aren’t just about what’s being bought. They represent how a generation facing rising costs, delayed milestones, and financial uncertainty finds moments of control, comfort, and connection.
Generational Insights from Jason Dorsey
In the piece, Jason shared insights from CGK’s ongoing research into Gen Z’s spending habits and cultural influence. He explained, “With 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.”
He also noted the role of social media in amplifying the trend, saying, “The TikTok tag ‘sweet little treat meme’ 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.”
Together, these observations underscore how even small spending choices reflect much bigger cultural undercurrents—and why they matter to leaders, brands, and organizations across industries.
Why It Matters Beyond the Headlines
Gen Z’s “treat culture” 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’t just a purchase—it’s a way to express independence, celebrate small wins, and create shared cultural moments with friends and peers.
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—whether as consumers, employees, or community members.
Read the Full Story
We’re grateful to The New York Times for highlighting this important generational phenomenon and for including Jason’s perspective in the conversation.
You can read the full article by clicking here.
