10_The Treat Yourself Mentality_Stec


Insight: Social media and modern marketing have normalized impulse spending have normalized impulsive spending by framing purchases as forms of self-care or emotional rewards.

Background: I noticed this through a TikTok trend that says something along the lines of, “we really needed this,” despite “literally never depriving themselves of anything in their lives.” The humor stood out to me because it reflects how often people online frame vacations, shopping, expensive coffee, and other luxuries as necessities or deserved rewards. I will say I myself am guilty of this attitude on both small and big scales, whether it be a new clothing item or just a nightly sweet treat. Social media frequently encourages the idea that constantly treating yourself is part of maintaining happiness and wellness, even when the behavior is excessive or unrealistic. This trend also makes overconsumption seem relatable and funny rather than financially irresponsible. It made me think about how internet culture promotes indulgence and encourages people to justify spending through the language of self-care and emotional fulfillment.

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