@eugbrandstrat: Does saving for the future even make sense? Today: exploring the rationale behind the "Little Treat" economy, what South Korea shows us about where it's headed next and how politicians have adopted their own doomspending mentality. (Watch to the end to see me try my first matcha latte) -- I'm Eugene Healey, a strategist and educator exploring the intersection of advertising, culture, and desire. Follow @eugbrandstrat for more insights on how brands can effectively navigate modern digital spaces.

Eugene Healey | Brand/Culture
Eugene Healey | Brand/Culture
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Region: AU
Tuesday 18 August 2026 02:00:04 GMT
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artistrybylise
Lise :
For thousands of years people didn't have to choose between matcha and a house. The matcha was never the problem
2026-08-18 06:23:43
3515
aishasdragon
Aisha 🐉│Lightwhipper 🪄 :
We are NOT collapsing as a species if we lower our birth rate. Stop that. Fewer humans born means more resources to split. Society should improve with a lower birth rate.
2026-08-18 08:28:13
933
abiabiaw
abiabiaw :
nice, eugene. now please calculate the price of a matcha a day and compare with property price
2026-08-18 13:44:36
255
vanillaspotss
bambi :
That’s bcs if you saved the money you spent on a coffee every day you would still never be able to afford a house, and be more miserable
2026-08-18 14:09:16
1310
tone.deaf16
tone.deaf :
why is the scape goat always green?
2026-08-18 10:18:54
457
21astrea21
StillGryffindorAfterAll :
Ok, I buy a coffee everyday that costs me 1,60€. Let me see. 1,60€ x 31 days =49,6€. 49,6€ x 12 months = 595,2€ per year. 595,2€ x 35 years (the average mortgage time) = 20832€. Even if I don't buy that coffee for the same amount of time I would pay a mortgage, I still couldn't afford the down payment for a small apartment here in Spain. I will drink the coffee🤷‍♀️
2026-08-18 15:34:20
176
malintries
Malin tries || SFF author ✨🖋️ :
Oh is matcha the new avocado on toast
2026-08-18 09:03:38
362
lightmelodics
lightmelodics :
Over 40 millennial here, the idea that things we more affordable and that things were easier is laughable- when I entered the workforce in 2008 with a college degree there were zero jobs and many people who had a mortgage were in the process of losing it.
2026-08-18 03:37:10
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menforfielder
Men For Fielder :
Blaming ppl instead of the housing market is crazy
2026-08-18 14:43:41
391
sterilesauce
SterileSauce :
If you stopped spending an extra $5 a day for 10 years is 18,000 (WOWIE). Unfortunately the average home costs $500,000. BUT WAIT THERES MORE. If you stow away a measly $136 A DAY for 10 years then you CAN afford a house 😁 (assuming after 10 years costs stay the same)
2026-08-19 02:54:37
32
thequietpivot
TheQuietPivot :
Lol the green drink 😅😅😅
2026-09-04 22:26:16
0
youexnaoenz
youexnaoenz :
It’s because genZ is hopeless about their future so they invest in the instant and not long term project like kids and housing.
2026-08-18 20:03:09
71
forfuncool
Youri-for-fun :
Hahaha been little treat myself since was born hahahahhaah never thought it was a thing 😂🤑🤣🤑
2026-09-05 20:51:17
0
xombyzxombyz
XoMbYz :
hold your horses. I'm 41 and I've BEEN doom spending! ya boi can't buy a house...ever
2026-08-18 04:44:01
45
aijlubi
zuzu🍉 :
I vote, I organize, but none of this is enough. we need protests and more "radical" forms of protesting. voting alone didn't get us 40h work weeks.
2026-08-18 16:44:52
32
kingicee1
Kingicee :
Why bother planning a future when no matter what the Earth is deteriorating at a rapid pace and soon enough we’ll be dealing with insane levels of natural disasters and food/water shortages globally
2026-08-18 21:38:03
29
star.g.rose
✨🐚💫💖 :
Lipstick economy has been around for ages. During Recessions lipstick sales soared 💄
2026-08-18 07:51:01
37
sannuik
sannuik :
just did this the other day said fuck it and decided to go out on a party (fishing) boat the other day with a friend i’ll never be monetarily rich so i might as well be rich in experience 🤷‍♂️
2026-08-18 15:14:01
40
papajay22222
Papa Jay :
I'm never saving enough to retire properly anyways, so why wouldn't I be happy now, when it's guaranteed I'll be miserable then? At least I'll have the memories.
2026-08-18 18:17:36
17
kgpaola
Paola 🙂‍↔️💜✨ :
As a 25 year old women, I want that. A house, kids, perhaps even a job with good benefits. That’s be a dream. But it seems so far fetched. Unrealistic. And it saddens me.
2026-08-19 03:06:58
20
wakatopatopatopa
wakatopatopa :
Hi. I’m 40. No. I don’t have a house. I have a cajeta oat milk latte. Thanks
2026-08-18 12:05:11
36
loweffortgoth
Dani :
Hi over 40 here. I was only 24 during the crash and our financial futures were ruined before they began. We invented little treats.
2026-08-18 16:08:51
7
hensu69
henz :
Gen z and younger wont save enough to get a normal household
2026-08-18 19:23:37
15
baconm26
Mike B. :
millennials had this in the 2010s
2026-08-19 13:25:37
18
_joy_98
_Joy_98 :
I hate capitalism😌😌
2026-08-18 22:59:50
5
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