As I’m writing this week’s column, it’s the day prior to my birthday. I’ve got German chocolate cake, oozing with homemade coconut pecan frosting, on my mind. It’s my favorite birthday treat.

That’s why I had to laugh when an article, published by “The Conversation,” mentioned one of the latest life hacks is “treat culture.”

It’s not an entirely new idea. Consumers have been soothing their souls and rewarding small victories by purchasing treats for time immemorial.

In the past, a new piece of clothing or pair of shoes filled my treat habit, giving me a boost of self-satisfaction. Now, closest...