06/07/2026
'Treat yourself.'
This is how this starts. In the past, some discussions have suggested that future generations will 'treat themselves' to the $30 smoothie or spend $1500 on a concert because they have resigned themselves to never being able to buy a house, are dealing with an inflated cost of living, and the recent AI fears and hopelessness.
This is not the same as impulse shopping; this is the psychological imbalance of fairness or as a passification for anxiety, depression, or general frustration with the possibility of their future.
Having worked in consumer insolvency before, I think this will be an interesting correlation and challenge. --> and one that will need a few different strategies to help tame.
1. I think a reminder of what is truly important - family, health, and a sense of security. I am appreciating the resurgence of the analog world.
2. Creating a 'new normal' standard. Once upon a time, having kids was a standard, and now it's more common for couples to not reproduce; I think creating a new normal standard and welcomed acceptance for different living goals needs to be adopted.
3. Whereas in the past we could see cash and its depletion, I think we need a tool that helps make understanding and seeing your financial standing a little easier. Mental accounting is the least reliable, and out of sight, out of mind- how do we make understanding finances easier?
Not an easy realization. ---> I will also suggest it spans more generations than we typically think of, including those starting over.
