CGK President Jason Dorsey was featured in The New York Times in a story on one of Gen Z’s most talked-about consumer trends: “treat culture.”
What is Gen Z “treat culture”?
Treat culture describes how small luxuries, like specialty coffees, sweet snacks, or everyday indulgences, have become a defining behavior for many in Gen Z. The purchase itself matters less than what it represents. For a generation facing rising costs, delayed milestones, and financial uncertainty, a small treat offers a moment of control, comfort, and connection.
What Jason Dorsey told The New York Times
Jason shared insights from CGK’s ongoing research into Gen Z’s spending habits and cultural influence. “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 explained.
He also pointed to social media’s role in amplifying the trend. “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.”
Why treat culture matters for brands and leaders
Here’s the CGK insight most people miss. A $6 coffee isn’t really about the coffee. For Gen Z, it’s a way to express independence, celebrate small wins, and create shared cultural moments with peers. Their choices are shaped by economic pressure, but also by a strong desire for connection, authenticity, and joy.
For leaders and organizations, treat culture is a reminder that Gen Z approaches spending and experiences differently than previous generations. Reading those signals offers real clues for how to engage Gen Z as consumers, employees, and community members.
CGK is grateful to The New York Times for including Jason’s perspective in the conversation.
For Gen Z, a small treat isn’t just a purchase. It’s how a generation buys back a sense of control.
Q: What is Gen Z ‘treat culture’?
A: Treat culture is the Gen Z trend of buying small luxuries like specialty coffees or sweet snacks as moments of control, comfort, and connection amid rising costs and delayed milestones.
Q: What did Jason Dorsey say about treat culture in The New York Times?
A: He said small purchases give Gen Z a temporary sense of control as costs rise, the job market feels shaky, and milestones like homeownership feel out of reach.
Q: Why does Gen Z spend money on small treats?
A: Economic pressure plus a desire for connection and joy. A small purchase signals independence, celebrates a small win, and creates a shared cultural moment with peers.
Q: How big is the ‘treat’ trend on TikTok?
A: The TikTok tag “sweet little treat meme” has resulted in more than 23 million videos, according to Jason Dorsey in The New York Times.
