麻豆传媒

 interviewed Sunyee Yoon for a story about the modern-day version of the Lipstick Effect, a term for consumers’ willingness to splurge on small luxuries like a designer lipstick in times of economic strife. In recent years, Gen Zers have used TikTok to spread “little treat culture,” a trend of investing in small indulgences as a way to stimulate happiness. “While Gen Z helped popularize the term, the idea resonates with many millennials and Gen X consumers who have lived through multiple downturns and learned to rely on small rewards to feel a sense of control and optimism,” said Yoon. She added that while little treat culture might seem like a new trend, “it’s really just the latest version of a familiar pattern that has always resurfaced when the economy becomes more uncertain.”