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Stella Garner

“A Little Treat”: How Younger Generations are Changing Economic Norms


An example of how, in meme culture, “little treats” are used to deflect against difficult times. 


Do you ever feel the need to soothe yourself with a fun snack or drink after a particularly productive or difficult day? You’re not alone. In recent years, millions of young Americans have bought into what’s known as “little treat culture”. Simply put, a “little treat” refers to any sort of small item that one might purchase as a reward for getting through an arduous day, unnecessary meeting, or difficult task - be it a latte, a scoop of ice cream, or a new book. 


Although the idea of treating oneself is by no means new, the concept has exploded in popularity over the past few years, giving rise to “little treat culture.” On college campuses and in office buildings, it’s not uncommon to see coffee cups and bags of sour candy being carried around as a sort of consolation prize for a job well done - or a job hardly done at all. 


What does this new cultural phenomenon say about our society on a broader scale? What propels us to reward ourselves so often - and why is it so difficult for many of us to function without these periodic rewards? More often than not, these “treats” act as self-soothing mechanisms for the immense stress many of us experience under a capitalistic system such as America’s - and, by extension, serve as a subversion of the ideals of the so-called “American dream.” 


On the Ronald Reagan Presidential Foundation’s website, writers make the claim that under the Reagan administration, the “American dream had been restored.” But what dream does this refer to exactly? As many of us have been taught throughout our time in school, the ideals of owning a home and settling down within the framework of the nuclear family. For decades, this idea of a great and ultimate success persisted throughout the American working class. In recent years, however, its accessibility has begun to diminish. 


Nearly one in ten homes in 2024 costs more than $1 million. According to a 2023 report from the National Association of Realtors, the largest generation of homebuyers continues to be baby boomers. As housing prices become more and more inaccessible to the average American, younger generations are beginning to redefine their ideas of what financial success looks like, including finding pleasure in immediate purchases instead of saving up to a goal that many find unattainable. 


Though it may seem small, the idea of prioritizing pleasure in the purchase of small treats shatters norms of placing work above personal needs and sacrificing present well-being in pursuit of something greater. For decades, Americans have been focused on a singular ideal: owning a home and settling a family within that home. Through obtaining that goal, older generations - like baby boomers and Generation X - effectively “skimmed the cream” of the economy. 


But that shining light of optimism has gone out for many younger generations, beginning with millennials; studies have found a larger cultural shift of cynicism and bitter jokes among these age groups. In tandem with a larger emphasis on mental health and day-to-day wellness, this has created a space for young adults to find joy in the everyday despite constant political tensions, worldwide conflict, work burnout and the all-encompassing threat of climate change.


This change shakes up another norm long held in economics: the control of women’s culture and norms surrounding food and pleasure. For decades, food and nutrition companies have thrived off marketing restrictions and low-calorie foods to women eager to fit into unrealistic beauty standards. Though this is still the case in many ways, “little treat” culture has embraced the idea of pleasure over restriction - something which has had cultural shockwaves for the more toxic aspects of the health and dieting sphere, especially for women.


A more general emphasis on mental health awareness in younger generations has fostered conversations around socioeconomic pressures and the importance of self-prioritization. Studies done by the American Psychological Association found that Gen Z is the most open to discussing mental health, something likely aided by the use of social media. Combine this with the unattainable nature of homeownership and retirement, and a clear conclusion comes to fruition: something needed a change. 


Meme from the show Parks and Recreation, where coworkers have an annual “Treat Yo Self” day to reward their work.


On a broader scale, “little treats” aren’t merely rewards for completing a task or weathering a bad day; they’re rewards for living, and managing to thrive, despite it all.

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