Signal 71% say small treats help them handle financial stress

Summary

Capgemini finds that 71 percent of shoppers say small treats help them cope with financial stress. The same share, 71 percent, feel they have earned an emotional or sensory reward for saving money elsewhere. The report describes indulgence as a coping mechanism that now needs to feel controlled and responsible. It advises companies to offer pleasure with principles, making small rewards attainable without undermining budgets. Brands able to present affordable treats as acts of self-care are seen as best placed in this new value equation.