Consumption and “Treatonomics”: How Gen Z Is Redefining Spending Habits
Consumption and “Treatonomics”: How Gen Z Is Redefining Spending Habits explores how younger consumers are transforming the way money is spent. Gen Z is moving away from traditional brand loyalty and embracing trend-driven purchases influenced by viral social media moments. At the same time, they are prioritizing small, frequent indulgences or “little treats” as a response to rising living costs. Their strong focus on sustainability and second-hand shopping further reflects a generation driven by emotion, values, and individuality.
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