""Micro luxuries like a pricey matcha, a resale sneaker drop, or cosmetics that double as skincare can telegraph cultural relevance without breaking the bank," the report reads."
""For this generation in particular, self-improvement outcomes are very high on their interests list," Furman said."
"Take Matcha, for example.In the last few years, the drink has become more popular in the US and other markets outside Japan, thanks to its rise onTikTok. Some users also point to the beverage's high levels of antioxidants and claim it can help reduce stress levels, among other health benefit"
Gen Z favors micro-luxuries that convey cultural relevance while remaining affordable. Purchases include premium beverages like matcha, resale sneakers, and cosmetics that also offer skincare benefits. These items provide perceived self-improvement, good value, and social signaling without major expense. Younger consumers trade large discretionary purchases for frequent smaller treats that align with trends and wellness narratives. Cultural platforms and social media have amplified interest in products with health or status associations. The generation's spending prioritizes items that combine experiential or personal-improvement value with visible authenticity.
Read at Business Insider
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