Abid Khattak

The Rise of Treat Culture: Why We Splurge to Survive the Daily Grind

The Rise of Treat Culture: Indulgence in the Modern Age You’ve had a day. Work was chaos, your inbox is a nightmare, and the commute home felt like a scene from a dystopian movie. But then you pass that little bakery with the neon sign that reads, “You Deserve Cake.” Suddenly, you’re holding a $7 latte in one hand and a matcha croissant in the other, and for a moment, life feels…better. Sound familiar? Welcome to the age of treat culture a world where small indulgences have become our go-to coping mechanism, our daily rewards, and sometimes, our guilty pleasures.