Thrilled to be Quoted in a New York Times Special Feature on Gen Z’s “Treat Culture”
I was quoted in a New York Times special feature on Gen Z’s treat culture, one of my favorite research and speaking topics: Gen Z as consumers and cultural trendsetters.
Wooo hoooo!! I’m in the New York Times!!
Did you catch the feature story? It’s generating a ton of buzz, especially among readers, families, and leaders who’ve watched this exact trend play out in real life.
Why is Gen Z leaning into small treats?
As Gen Z 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 couple of the 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.
“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.”
Watching the trend at home
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. Here’s to Gen Z hopefully having much to celebrate in the future!
For Gen Z, a small treat isn’t just a purchase. It’s a way to feel control, joy, and belonging when the big milestones feel out of reach.
Q: Why is Gen Z embracing treat culture?
A: With rising costs, a shaky job market, and financial milestones like homeownership feeling out of reach, small purchases give Gen Z a temporary sense of control, indulgence, and community.
Q: What is Gen Z’s ‘sweet little treat’ trend?
A: It’s a normalized, celebrated habit of small splurges and just-because rewards. As Jason Dorsey notes, the TikTok ‘sweet little treat meme’ tag has generated more than 23 million videos.
Q: Who did The New York Times quote on Gen Z treat culture?
A: Jason Dorsey, generational researcher and co-author of Zconomy, who studies Gen Z as consumers and cultural trendsetters.
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 200 research studies. Adweek calls him a "research guru." His mission is to deliver new insights and practical strategies that solve business challenges for leaders.
