The "Little Treats" Are Probably Robbing Gen Z’s Big Dreams and How!

Why Do We Keep Saying “I Deserve This”?

Have you ordered dessert after a bad day because you earned it? Or booked a cab just to avoid the metro rush even when you could’ve saved money? If yes, you are part of what’s now called “treat culture.” For many young people, these aren’t rare splurges anymore but part of everyday life. The phrase “I deserve this” has become both a comfort and a justification. In a world where pressures stack up quickly, these little rewards feel like a safe way to celebrate or recover. But over time, what feels like harmless relief can start taking a toll on money and mindset.

Why Does It Feel So Good?

Every little indulgence lights up the brain. A brand-new lipstick, or a late-night snack can be responsible to trigger dopamine, the chemical linked to pleasure and reward. Psychologists call this reinforcement: once your brain connects “buying” with “feeling better,” it wants to repeat it. Deloitte’s 2025 survey found that nearly 1 in 2 Gen Zers use small purchases as their main stress-relief tool. It’s quick and it works, but like a sugar high, the effect fades fast; often pushing you to chase the next fix.

How Much Is It Really Costing You?

On its own, a food delivery or a rideshare feels minor. But two extra rides a week can add up to ₹3,000–₹4,000 a month, while regular impulse shopping can eat into savings worth tens of thousands over a year. Over a year, these add up to over ₹1 lakh, money that could cover the cost of a new gadget, a holiday, a laptop upgrade, or a year’s worth of investments. This becomes critical when you realize 55% of young Indians say they struggle to make their income last until the end of the month (Deloitte, 2025). For a generation already living close to the edge, “just one more little treat” can be the tipping point.

Is Credit Making Treat Culture Stronger?

Swiping a card or clicking “Buy Now, Pay Later” does make indulgence easier, but it delays the pain and that's why credit often encouraged the treat culture. In 2025, India’s credit and charge card payments are aimed to cross ₹25.4 lakh crore, a 14% jump from last year (Global Data). Even more striking, 93% of salaried Indians earning under ₹50,000 a month now depend on credit cards for everyday spending (Economic Times, 2025). When financial comfort is already tight, leaning on credit turns today’s small pick-me-ups into tomorrow’s heavy bills. What feels empowering at checkout often turns stressful by statement day or whenever you last check your bank balance.

What Does This Do to Mental Health and How Do You Keep It in Check?

Small rewards can ease stress, but when they become the main way to cope, healthier outlets get side-lined. Studies show heavy reliance on shopping for comfort is linked with lower life satisfaction. Social media adds pressure by pushing endless ads and trends, making it feel like spending is the only route to happiness. The lift is temporary, and the return to stress is often quick.

The better path is balance and how? By setting aside 5–15% of income as a “fun fund” keeps indulgence under control, while simple activities like a walk, cooking, or time with friends offer the same reset. Surveys show three in four young people feel more fulfilled after non-spending activities than after anything which requires money. The healthiest approach is variety: enjoy the extras, but don’t let them replace real rest and connection.