Thrilled to be Quoted in a New York Times Special Feature on Gen Z’s “Treat Culture”
Wooo hoooo!! I’m in the New York Times!!
What an exciting moment—and on one of my favorite research and speaking topics: Gen Z as consumers and cultural trendsetters.
Did you catch the feature story in The New York Times? It’s generating a ton of buzz, especially among readers, families, and leaders who’ve seen this exact trend play out in real life: Gen Z’s “treat culture.”
As Gen Z rapidly moves further into early adulthood—amid uncertainty, rising costs, and delayed milestones—they’re redefining what it means to splurge, reward, and celebrate. Small luxuries, sweet little treats, and just-because moments are now central to how they express control, joy, and community.
Here are a few quotes from me in the story:
- “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,” said Jason Dorsey, generational researcher and co-author of Zconomy.
And
- “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.”
I’ve seen this firsthand—especially since our daughter, Rya, is right on trend with this generational shift. It’s powerful to watch how these small choices reflect much bigger cultural undercurrents.
Big thanks to the amazing team at the Times for highlighting this generational phenomenon—and to all of you who are observing Gen Z’s influence firsthand.
Click here to check out the full article—and here’s to Gen Z hopefully having much to celebrate in the future!
Posted: August 20th, 2025
Categories: Generations | Inspiration | Keynote Speaking | Leadership | Trends | Workforce
Written by Jason Dorsey
Jason Dorsey is an acclaimed generations and behavioral researcher and speaker. He's received over 1,000 standing ovations for his unique keynote presentations. Jason has led over 120 research studies. Adweek calls him a "research guru." His mission is to deliver new insights and practical strategies that solve business challenges for leaders.
