Webinar + Report: Treat Culture & The Future of Pleasure

What’s driving the next generation’s relationship with pleasure, indulgence, and status?

On Thursday 6th March we launched our new whitepaper, focused on Treat Culture & The Future of Adult Pleasure.

Presented by Susie Hogarth, Firefish’s Head of Cultural Strategy, the session explored the key insights from the report, unpacking what this means for brands navigating the evolving world of treating and indulgence. There was also a Live Q&A session where people asked their burning questions to both Susie and Firefish’s Head of Brand Strategy, Sam Buckley.

What is Treat Culture?

We live in a Treat Culture. What started as a meme about ‘little treats’ has evolved into a fundamental shift in consumer behaviour, shaping everything from luxury and snacking to entertainment and self-care. For the adults of the future, treating isn’t just a moment of indulgence—it’s an everyday expectation.

You can read the full report here, which covers:

• The New Treating Mindset – 4 key values redefining indulgence – and how brands can leverage them
• How snacks have become entertainment & food is status
• The democratisation of luxury & rise of accessible status symbols
• Why brands need to rethink pleasure, impulse & self-expression

You can also watch the full webinar at the bottom of this page too. If you have any questions, then you can contact Susie directly here.

Why Should Brands Care?

Understanding Treat Culture isn’t just about keeping up with trends—it’s about staying ahead of fundamental shifts in consumer psychology.

If your brand touches food, drink, luxury, beauty, retail, or entertainment, this whitepaper will help you:

• Anticipate evolving consumer needs and how pleasure is changing.
• Identify new growth opportunities in premiumisation, sensory branding & social-first experiences.
• Future-proof brand positioning for an audience that expects indulgence everywhere.

At Firefish, we believe in the power of Humans, Culture, and Data to unlock the why behind consumer behaviour and this whitepaper brings that unique approach to life – blending semiotics, trends, and human insight to help brands stay culturally relevant and commercially successful. If you want to know more about what we can do, or if you want to talk to us about a brief, please get in touch.