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🔥 And now, for your weekly spark.

How much have you heard about the treat economy?

People are waiting in line for cookies, driving across town for matcha, and spending $9 on coffee while simultaneously talking about inflation, tighter budgets, and economic uncertainty.

At first glance, it doesn't make much sense.

The common explanation is that when people don't feel comfortable making bigger purchases (because, well, have you seen what’s going on in the world around us right now?), they shift toward smaller indulgences.

A little reward, a small luxury, or something that boosts our mood and makes the day feel a bit brighter. But here’s the thing.

👉🏽 I don't think people are just buying treats.

Something else is happening too.

We're looking for modern-day campfires.

For thousands of years, people gathered around campfires to tell stories, exchange ideas, build relationships, and just spend some real time together. The fire was the surface-level draw, but it wasn’t the reason we came together.

Today, the campfires look different. They’re still here, but they’ve changed shape.

Sometimes it's a coffee shop. It can be a neighborhood restaurant. Maybe it's a run club, a bookstore, a farmers market, or even the newest bakery everyone suddenly seems to be talking about. For some, it’s the experience of anticipation together.

The product gets people to the door. The experience is why they stay.

When so much in our lives is being optimized for shorter, simpler, and more convenient, the little campfires we’re starting are an intentional inconvenience anchored around connection.

Convenience has never been more abundant, but connection is increasingly rare.

If you’re not already, there’s no better moment to pay attention to the treat economy, whether you’re selling cookies or seeking connection.

The businesses creating the most loyalty are creating places, rituals, and experiences that people want to come back to because something happens there that can't happen when we’re alone.

No one tells a friend, "Let's go spend nine dollars." They say, "Want to grab coffee?"

What they’re buying was never the product. It was just the invitation.

📌 The Campfire Effect

The next time you're building a product, campaign, event, or experience, ask yourself a different set of questions.

👉🏽 What's the campfire? What are people actually gathering around?

👉🏽 What conversations happen because this exists?

👉🏽 If all of this (the product, campaign, and so on) disappeared tomorrow, would people miss it, or would they miss the experience with the people they met because of it?

We spend a lot of time trying to make everything faster, cheaper, and more efficient. But some of the most valuable things we build aren't optimized for convenience.

🔥 They're built to bring people together.

✅ Now Hiring

Is someone you know considering what’s next for them? Here are a few roles with people hiring across the network. I list roles here every week, so stay tuned and make sure to spread the word.

💥 Sr Director, Brand Marketing — Kayak

💥 Director, Customer Marketing & Storytelling — Zeta Global

💥 Director, Brand & Integrated Marketing — Insomnia Cookies (multiple roles open)

💥 Director, Global Product Marketing — Sol de Janeiro

💥 Director, Retail Marketing — AIG (multiple other roles open)

💥 Director, Paid Marketing — DuckDuckGo

💥 Associate Director, Marketing — Sun Pharma

💥 Sr Brand Marketing Manager — LinkedIn

💥 Sr Manager, Media Strategy — Vans

💥 Brand Manager — Kraft Heinz (multiple roles open)

💥 Marketing Manager — Nothing

💥 Influencer & Brand Partnership Manager — Okta

ICYMI Last Week:

💥 VP, Global Marketing — Tektronix

💥 SVP, Social Analytics — 360i

💥 Sr Director, Media & Data Strategy — Mondelez

💥 Director, Commerce Marketing — Campbells

💥 Director, Integrated Media — JM Smucker

💥 Sr Manager, Brand Marketing — Match

💥 Sr Marketing Manager — New Balance (multiple other roles open)

💥 Sr Manager, Marketing — Abbvie

💥 Marketing Manager, Specs — Snap

💥 Marketing Manager, Performance & Insights — TikTok (multiple other roles open)

And before you go, consider who else might value this newsletter and what’s coming up on YouTube. Make sure to fwd this newsletter onward to them too. They can subscribe here for more directly in their inbox.. 🔁 

In community,

Fahad