Build your own lunch salad for £12.50, matcha lattes, high-tech trainers and luxury hand soaps. Is this reckless spending by Gen-Z, or a self-care necessity?
Welcome to the new term of treatanomics – spending small but regularly on something immediate and justifiable.
An interesting article by The Flexible Fridge finds that Gen Z are turning their backs on long established goals such as house buying, in favour of small everyday easily obtainable feel-good wins.
What’s the driver behind treatanomics?
Gen Z have been shaped by a meeting of stressors – a pandemic and economic uncertainty where house buying feels unobtainable and the idea of saving seems unrealistic. The priority with a monthly wage moves to finding small immediate pleasures regularly, rather than any financial plan built around long-term goals.
A £12.50 salad is no longer a luxury; it is re-framed as a healthy choice. The daily matcha lattes and expensive trainers are simply self-care, rather than irresponsible frivolity.
Small upgrades and purchases that make life feel slightly better are seen as daily wins, when longer-term goals, particularly when financially dependent, may feel insurmountable in the current climate.
These are not unjustifiable luxuries in the eyes of Gen Z but acts of self-kindness in demotivating times.
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