Kantar’s Jane Ostler on ‘treatonomics’ and the rise of little treat culture

Jane Ostler of Kantar argues that consumers are turning to small treats as an antidote to economic and political turmoil, and that brands can benefit by acting as a source of stability.

In the UK, the latest forecast puts GDP growth at a sluggish 1.5% this year, up from a 1% prediction in March. Globally, she says, the political and economic climate remains febrile. Some countries have secured exemptions from the tariffs introduced by the US government earlier this year, but many have not, and stock market volatility is creating uncertainty for businesses.

Ostler suggests marketers can add value by connecting things that appear unrelated, such as the rise of Labubus and continued demand for beauty advent calendars, or coffee habits and Christmas TV ads launching in October.

Ten trends for 2026

Kantar’s Marketing Trends 2026 report draws on experts across the company and identifies 10 forces expected to shape the industry next year. Some are driven by technology, including the need for marketers to get used to marketing to AI agents as well as people, and to master generative engine optimisation so brands are cited and trusted by large language models.

One of the more human trends is what Kantar calls “treatonomics”, also known as little treat culture. Ostler describes it as a response to economic volatility and to fundamental changes in life’s milestones, with people looking for small pockets of happiness, from opening the day’s advent calendar door to throwing a big birthday party for the dog.

‘Inchstones’ instead of milestones

She says that for many people, parenthood and home ownership are increasingly out of reach or unwanted, and small pleasures are filling the gap by bringing optimism and a sense of control. As a result, people are marking “inchstones” simply to have something to celebrate. She calls it “the lipstick effect on steroids.”

Kantar’s Global Monitor survey found that 36% of consumers are prepared to take on short-term debt to spend on things they enjoy.

Social commerce, where demand can be created and met within seconds, is helping to sustain the trend. With economic uncertainty expected to continue, Ostler believes treatonomics will last into 2026, splitting along geographical and cultural lines.

She advises marketers to stay agile, using social listening to catch micro-trends as they emerge and qualitative research to understand not just what consumers are doing but why.