Ruth Lee

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What can social media glean from the treatonomics phenomenon?23 Jan 2026Kantar's new research into the rise of "treatonomics" captures something important: people are trading big, distant milestones for small, immediate pleasures. At the same time, social media has transformed from somewhere to connect, gather news and shop, into an entertainment ecosystem where people go to escape, laugh, and feel seen. This piece explores the symbiotic relationship between these two phenomenons and shares top tips for how brands can leverage this consumer mindset on social.