Wellness trends shift toward mental health and treat culture

Recent discussions around wellness and self-care highlight evolving consumer behaviors and mental health challenges. Among Gen Z, a trend known as ‘treat culture’ has emerged, where individuals use small, frequent purchases—such as specialty drinks or impulse buys—as a reward system to cope with daily stressors and the rising cost of living. This behavior is often driven by social media microtrends and increased mental health awareness.

Broadening the scope of wellness, recent research emphasizes that true well-being extends beyond aesthetic self-care to include mental health, physical activity, and community support. Studies from Virginia Tech, Rutgers University, and The New School have specifically examined the experiences of Black women. These studies explore how the ‘Superwoman Schema’—the cultural expectation to remain strong—can impact health behaviors and the ability to prioritize mental health care and personal boundaries.