‘treatonomics’: what about commercial workplace?

What does 'Treatonomics' mean for developers?

As finances get squeezed, many people cut back on everyday expenses to spend money on affordable treats to boost their morale. This is ‘treatonomics’ or ‘little treat culture’ as dubbed by Gen Z.

We know how ‘treatnomomics’ manifests itself in retail and hospitality: Oasis concerts, weekend getaways and a meal out -  but does it also apply to commercial workplace?

Can commercial workplace offer people moments of small indulgences?

Can the office be designed as an escape from the drudge of the everyday?

Ironic, I know, but isn't this the underlying reason for amenities like yoga studios, roof terraces and artisan coffee bars?

Isn't this after all what wellbeing truly means?

The people embracing ‘treatonomics’ are the very same tenants a developer is trying to attract. And these people have options. A typical tenant can be shown around 10 office developments before signing a lease, and that decision is not just rational. It’s emotional. This is why it's imperative to communicate with them on both a conscious and a subconscious level.

So are architects really designing spaces to meet basic requirements - or are they creating desire?

When people have choice, it becomes a consumer market by default. Developers and architects can ignore this shift at their peril.

It’s no longer enough to be a builder or landlord. Developers have to think—and behave—like a consumer brand.

They need to know whom they’re designing for. And why.