Rethinking “Treat Yourself” | One-Minute What

Does “treat yourself” actually work? I love a good treat. Truly. But some fascinating research made me pause. Studies show that while buying yourself something feels good in the moment, acts of kindness toward others tend to create deeper, longer-lasting happiness. Helping someone else does more for our well-being than another self-focused reward. Marketing noticed this gap. For years, self-care has been sold as consumption. You deserve this. Buy this. Reward yourself. And sometimes that’s great. But the science suggests the real emotional payoff often comes from connection, not just consumption. So maybe “treat yourself” doesn’t always mean buying something. Maybe sometimes it means showing up for someone else. I still love a good treat. I just see it a little differently now. And that’s your One-Minute What.