The Treat Culture and Gen Z in the United States

Generation Z views small purchases as a “treat,” offering companies an effective way to promote any product or service

The treat culture (treat yourself culture) has its roots in 2017, but has regained popularity this year thanks to TikTok, where the hashtag #LittleTreat has over 40 million views and #TreatYourself has more than 3 billion.

This trend is defined as the act of indulging in small pleasures, such as a coffee, an ice cream, a lipstick, or a face mask, to boost serotonin levels and bring a little dose of happiness to daily life.

The trend emerged in response to the wave of nihilism affecting Generation Z and Millennials in the United States, where 45% of younger individuals find it pointless to save money in the current economic climate. As new consumers struggle to achieve financial stability, the treat culture redefines what is considered luxury, focusing on more accessible and affordable options.

Factors contributing to the spread of treat culture in the USA

• Financial pessimism: American Gen Z is beginning to experience a certain fatigue towards the economic recession, placing less importance on finances or work and focusing more on living in the moment;
• Defensive mechanism: indulging in small pleasures becomes a source of comfort to cope with difficulties;
• Increased sharing: the use of social media to showcase purchases and join ongoing trends increases exposure to certain behaviors, encouraging emulation;
• Escape from reality: beyond physical products, intangible experiences like travel allow individuals to forget the world around them, focusing solely on feeling good;
• Insecurity: the treat culture represents a way to improve the mood of Gen Z, the segment experiencing the highest levels of stress and insecurity in both work and personal life.

How to leverage the treat culture to win over American consumers

In this case, the winning strategy to best promote your offer is to invest in marketing and communication with messages of wellness and positivity.

In particular, Italian companies that export or sell in the United States should:

• Refine their social listening: the treat culture is booming on social media, where creators and consumers share product reviews and purchasing preferences. Utilizing data extracted from these platforms is useful to refine the products and services offered and fully meet the needs of Americans;
• Create a touchpoint on TikTok: it is the preferred social media platform of Generation Z, and thus crucial to use for creating engagement through short and humorous content, as well as starting collaborations with influencers to expand the pool of potential buyers;
• Offer budget-friendly options: having reasonable prices is essential to allow everyone to indulge in a little luxury;
• Focus on spontaneity: create easily accessible last-minute alternatives, like a dinner or a wellness treatment;
• Offer loyalty programs: Millennials and Generation Z often use point collections and other coupons to get the desired product or experience. Therefore, offering bonus points for specific actions, such as sharing on social media or participating in surveys, can engage consumers even more deeply. 

For Italian companies, capitalizing on this consumption behavior can be the key to building a meaningful connection with new generations of consumers in the United States.